Men’s fragrances continues to be the largest sales contributor within men’s grooming, ahead of men’s toiletries and men’s shaving. Although it posted only moderate value growth in 2018, largely due to heavy discount promotions on fragrances in e-tailers, it is expected to post the largest value sales increase (in actual terms) over the forecast period due to its unit prices being higher than other categories such as men’s shaving, men’s bath and shower, men’s hair care and men’s skin care.
SG Pomades, a local online men’s grooming retailer, has partnered with the local Giant hypermarket franchise to launch fragrance vending machines in selected locations. The collaboration is part of Giant’s VendMart initiative which was launched in late 2017 to offer 24-hour service to customers.
The Procter & Gamble Co continued to lead men’s grooming in 2018 thanks to its dominant value share in men’s shaving gained by its Gillette products. The products’ nature as daily necessities and the brand’s retail history and trusted name are key to the company’s success.
Men-specific tone-up creams are gaining traction as a hybrid of colour cosmetics and skin care. Tone-up cream is marketed as close to skin care and not requiring any specific skill to apply.
Camouflage creams for military personnel are also in retail in Singapore from beauty players. K-beauty brand, The Face Shop, offers Arsainte Eco-therapy For Men Grooming Camo Cream.
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This industry report originates from Passport, our Beauty and Personal Care market research database.