Attitudes towards men’s grooming continue to soften with views around masculinity changing. Men are showing a growing interest in products which can help maintain or improve their appearance and are expanding their purchases beyond traditional areas such as men’s shaving and men’s toiletries and are starting to invest in men’s skin care too.
Social media has been a key driver of growth within men’s grooming with brands using platforms such as Facebook and Instagram to directly engage with consumers. Leading brands such as Nivea for Men run regular competitions through their social media pages as well as focusing on male pursuits such as football matches, with the brand partnering with Liverpool Football Club to promote its men’s skin care range.
Men’s shaving was the most dynamic category in current value terms in 2018. This was driven in part by men trading up to added-value products, such as those with lubricating strips, but also by the ongoing shift from disposables to systems.
Procter & Gamble Finland Oy maintained its lead in men’s grooming in 2018 largely thanks to its dominance in men’s shaving. The company’s Gillette brand is synonymous with men’s razors and blades in Finland, especially when it comes to shaving systems.
Private label’s value share remained relatively low in men’s grooming in 2018, apart from men’s shaving, where its products are more widely available. There is a lack of value-added private label products in men’s toiletries.
One of the more interesting launches in 2018 was David Beckham’s House 99 brand, which was launched by L'Oréal. The branding has a barbershop theme with it promoting the idea of experimenting with your look, with the range including products for the hair, beard and skin.
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This industry report originates from Passport, our Beauty and Personal Care market research database.