Abstract
Men' s toiletries are now the focus of interest in C&T. The market as defined in this report is diverse - shampoo and deodorants, for example, are commodity toiletries and usage has little in common with either fragrances - a luxury sector - or skincare, a decidedly ‘cosmetic' market. Most men have a basic daily regime; shave, shower and deodorise, but far fewer have been persuaded of the virtues of total self-grooming.
The notion of the ‘metrosexual' male who pays more attention to his appearance through grooming has gained currency amongst young, urban professionals but older men need much attention. To penetrate the wider market, solutions to personal care ‘problems' are needed, allowing the average man to practice a straightforward daily regime, using products formulated for his specific needs.
The countries examined within the Consumer Goods Intelligence series of reports are France, Germany, Italy, Spain and the UK.
Men' s toiletries include:
- male fragrances, eg aftershaves, colognes, pre-shaves
- male deodorants and bodysprays
- male-targeted shower gels
- male-targeted haircare, including shampoos and styling products, eg gel, wax, cream
- shaving preparations
- men' s facial skincare
- men' s bodycare products, eg body gels, abdominal gels, body lotions.
Excluded:
- Razors, blades and electrical shavers are excluded
- Duty-free products and products bought overseas are also excluded from market size data.
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