Abstract
This report outlines the developing personal grooming requirements of both men and women and describes manufacturers' efforts to provide a suitable range of products not only for those embarking upon a shaving regime, but also for older consumers who have perhaps been neglected in the past.
While the market remains dominated by Gillette both in terms of market share and promotional activity, it discusses how smaller players can play an influential role by adopting a clear market focus on particular target sectors.
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