With the increase of men being inclined to skin care and cosmetic products, it has been noticed that men’s grooming has become one of the fastest growing segment in the cosmetology market today.
Time was when metrosexual was just a niche group, an urban thing. This year it has dissolved into the general demographic like gel into slovenly hair. Every male, it seems, is now on the market for skin-care and cosmetic products not just to be fashionably masculine but also to simply feel good. “[I]n 2012, all types of men, in urban and suburban areas, are using male grooming products,” observed Nancy Mills, consumer-practice industry manager for Kline & Company, a market-research firm.
According to premiumbeautynews.com (and beauty professionals who have a cosmetology license or cosmetology Continuing Education credentials), men’s grooming is one of the fastest growing segments in the beauty business today, with sales of men’s skin care in the U.S. seeing the biggest growth in years. The Chicago-based research firm Mintel points out that sales of men’s toiletries in the U.S. this year already stand at a hefty $2.6 billion and predicts they will hit $3.2 billion by 2016.
European sales of skincare products are also booming: 289 million euros in 2005 to 420 million euros in 2010. The growth is particularly significant because it involves France, Germany, Italy, Spain, and UK, Europe’s biggest markets.
This year brands are focusing on creating new products for men, with solutions that go well beyond the de rigueur aftershave and deodorant. Beauty salons and bathroom vanities more and more are seeing powders, anti-aging creams, tinted moisturizers, even concealers branded for men, too.
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