While Norwegian men have been scarce in the number of beauty and personal care products that they have added to their daily beauty routine, men’s skin care, mainly in the form of moisturisers and to a certain extent facial cleansers, has become a common inclusion. A rising focus on male-specific skin care products in all channels has contributed to rising popularity.
Similar to many countries, beards have become popular among Norwegian men with several beard trends emerging, ranging from wild uncontained beards to styled versions. This has resulted in a boom in beauty products for beards, such as oils, balms and shampoos towards the end of the review period.
While segmentation within men’s grooming has intensified throughout the review period, 2-for-1 products remain common and Norwegian men continue to buy skin care products not specifically marketed towards men. Many of the best-selling bath and shower brands, especially in the grocery channel, are multi-solution products.
Procter & Gamble Norge continues to dominate value sales of men’s shaving with its well-known Gillette brand. Gillette has near monopoly status within razors and blades along with a very strong position in pre-shave.
L’Oréal Norge continues to lead value sales of men’s toiletries and consolidated its leading position in 2018. The company has been particularly successful with its Biotherm Homme brand within the premium segment, especially within skin care, and with its L’Oréal brand.
Scandinavian Cosmetics Group, which acquired Engelschiøn Marwell Hauge (EMH) in 2016, acquired another Norwegian beauty and personal care distributor, Solis, in 2018. The acquisition resulted in all of Solis’s brands, such as Cristiano Ronaldo, Bvlgari and Issey Miyake, being transferred to EMH.
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This industry report originates from Passport, our Beauty and Personal Care market research database.