Men's Grooming in Bulgaria

PROSPECTS

Growing sports culture boosting men’s toiletries

In the review period, a growing sports culture fostered stable consumption of men’s toiletries – especially in the mass segment, which is largely available and accessible. The emergence of modern fitness centres in urban areas stimulated popularity of sports amongst men and boys.

Room for niche in men’s grooming

The extensive focus on female consumers in the review period will foster the opposite effect of masculine nostalgia and demand for products that boost men’s confidence and identity. Retro trends driven by hipster fashion that shaped preshave and post-shave trends in the review period are expected to spread into men’s bath and shower and mass deodorants, giving rise to stronger masculine scents such as a new line by Sarantis Bulgaria, Tesori D’Oriente with white musk.

Men’s skin care has emerging potential

Whilst female focus in beauty and personal care dominated the skin care landscape in the review period, in the long term the less populated men’s segment is expected to increasingly draw the attention of brand owners, especially in the less developed men’s skin care category. With a rising affluent consumer base in urban areas, men seem ready to invest more in premium skin care brands.

COMPETITIVE LANDSCAPE

Old Spice a success story in Bulgaria

Leading player Procter & Gamble Bulgaria’s Old Spice was amongst the fastest-growing brands in men’s grooming over the review period, hence contributing to the brand owner’s overall strong performance. The brand’s outstanding growth is rooted in successful targeting of the active urban men through customised, fashionable new launches with emotional retro and creative aspects.

Oriflame expanding mass men’s skin care

Towards the end of the review period, Oriflame Bulgaria launched a customised series in men’s skin care, NovAge Men, targeting mature but active men. The line incorporates facial exfoliate, eye moisturiser and moisturising energy serum as a more condensed, anti-ageing gel lotion.

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