Men's Grooming in South Korea

PRE-COVID-19 PERFORMANCE

Premium men’s fragrances strong in 2019, men find home applications appealing

Premium men’s fragrances demonstrated the strongest performance in 2019. Although the premium unisex fragrances category is absorbing a notable proportion of men’s fragrance demand, the need for scents with a masculine appeal remained significant.

Some categories suffer as consumers are drawn to various alternatives

Men’s post-shave, men’s deodorants and men’s skin care were showing negative growth in 2019 due to the availability of numerous alternatives. Post-shave products were increasingly being replaced with skin care products that can sooth irritated skin.

Hera Homme consolidates lead thanks to extensive distribution, category sees new launches and promotional activities

The Hera Homme brand from AmorePacific Corp led men’s grooming in 2019. The brand is a local premium offering that competes with Lab Series and Biotherm Homme.

2020 AND BEYOND

COVID-19 impact

Sales of men’s grooming are now expected to grow by -2% in 2019 constant value terms in 2020 overall in light of the impact of COVID-19. This compares to -2% growth forecast in 2019 constant value terms in our 2020 edition of tissue and hygiene published in February 2020 (pre-COVID-19).

Affected products within men’s grooming

The reduction in activities outside the home has had a considerable impact on demand for men’s grooming products. Men’s shaving has seen some limited impact, with reduced frequency of shaving or beard trimming, for example.

Recovery and opportunities

As lockdown restrictions ease and activities outside the home resume, men’s toiletries should mirror shifts in their respective core categories. Products such as men’s hair care, bath and shower and deodorants are likely to see demand return as men spend more time outside the home.

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