Men's Grooming in Vietnam

PROSPECTS

Key players focus on certain categories

As the demand for men’s grooming products grows, many key players are focusing on developing their own strengths in key categories to position themselves in consumers’ mind as well as increase their value share. Unilever Vietnam International Co Ltd, for example, through its Axe brand has focused on men’s deodorant sprays, offering several such products with different scents and functions.

Men’s deodorant sprays represent the new trend

Men’s deodorant sprays are considered new product developments customised for men’s grooming. Most men’s deodorants are of the spray type.

Safety is a key concern for men’s shaving

As there are numerous types of men’s razors and blades in Vietnam, it is harder to maintain consumer loyalty as several promotions and campaigns are offered throughout the year. Over the forecast period, men’s razors and blades are expected to be more advanced in functionality terms to address the key consumer concern, which is safety.

COMPETITIVE LANDSCAPE

Beiersdorf Vietnam Ltd Co leads men’s grooming in 2017

Beiersdorf Vietnam Ltd Co held the biggest share in men’s grooming in 2017. Besides its main product range of deodorants, its Nivea for Men brand was developed in men’s skin care, men’s bath and shower and men’s shampoo.

Gillette is still the most valuable brand in men’s grooming

In 2017, Gillette accounted for half of total value sales in men's razors and blades, offering several innovative products and supporting itself with communication campaigns. An innovative product in 2017 was the Gillette Mach3 Turbo, which had five blades and aloe vera lubrication, designed for sensitive skin; it reduces irritation and stays sharp when shaving.

Romano competes with X-Men to develop the hair-styling trend

2017 saw numerous new products launched and marketing campaigns developed to promote men’s hair styling. Romano is famous for its Restyleable Wax collection, which includes three products that allow the user to maintain their hairstyle, even after wearing a helmet.

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