Beards and facial hair remained trendy in Slovakia in 2018, and this is not expected to change significantly in the short term. However, towards the end of the forecast period, a clean shaved look is likely to become more popular, thanks to ongoing marketing support and popular idols from sports and showbusiness popularising this look, as footballer Christiano Ronaldo has done in the past.
The shaving of body parts other than the face is becoming increasingly popular; however, competition from electric appliances, such as trimmers, shaves and multi-groom electric styling tools, has significantly limited the potential for growth in razors and blades. Electric razors are more convenient and faster to use, though initially much more expensive.
Men’s grooming products recorded growing consumer interest in 2018, thanks to innovations and rising health awareness. For example, in men’s skin care, a growing assortment of products featuring anti-ageing properties positively impacted demand.
Dermacol has introduced a new product line for men, including shower gel, deodorants, skin care and hair care products. The launch was backed by strong marketing support, including lengthy TV advertisements featuring popular Slovak musicians, lifestyle magazine advertisements, and an online and social media presence.
Promoting a brand using specialised in-store retail stands is predicted to become increasingly popular over the forecast period. This is increasingly considered an effective way of marketing, as opposed to lengthy television advertisements, which are becoming more expensive.
Slovak consumers are increasingly interested in domestically manufactured products, thanks to both rising sustainability concerns and patriotism. Local manufacturers expanded their product ranges in men’s grooming products in the latter part of the review period.
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This industry report originates from Passport, our Beauty and Personal Care market research database.