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July 2, 2012

Men’s Grooming is Heating Up

Kline & Co.’s Nancy Mills gave attendees a crash course in the men’s grooming market, which has been really heating up in recent years. Key drivers in the market include: increasing numbers of male international buyers of luxury good including beauty items; a return to dressier male fashion, scents targeting younger men and sports trends. The men’s fragrance segment of this category had the most activity in 2011, while skin care poses great untapped opportunities, she said. Marketing using social media, humor, promotional and gift items, and those lines marketed as "regimens" continue to be popular. Marketing toward the male market should not be “girlie” and instead should “speak their language.” A new Kline & Co. study on this market will be released before the end of the year.