September 9, 2010

Not just for metrosexuals: Using brawn to market beauty in a hot category

Posted by: in Asia Pacific|North America

tough_guy2010 marks the biggest influx of personal care products for men to store shelves—and guys, especially younger ones, seem to be embracing them. According to surveys by both the National Retail Federation and Alloy, this year American college-age men will outspend women in personal care items (as well as other traditional “female” categories such as clothing and dorm décor). Euromonitor data shows that American spending on men’s grooming products doubled between 1997 and 2009, from $2.4 billion to $4.8 billion, with sales in the men’s skin care segment increasing fivefold in that time frame.

The phenomenon appears to be a global one. In China, Euromonitor reports, the men’s grooming category was the most “dynamic” segment of the beauty and personal care category last year. L’Oreal reported global growth of 30 percent for its men’s line in the first half of 2010 and believes the segment “has huge future potential.” And a recent survey of 3,000 British men found that on average, 18-35-year-old men are outspending their female counterparts to look good.

To extend the appeal of this category beyond the metrosexual cohort, marketers have started relying on gruff to market grooming (tapping into what some have called a “Menaissance”). It seems that selling beauty through brawn eases men’s concerns about compromising their masculinity. Take Old Spice’s “The Man Your Man Could Smell Like”—with the help of actor Isaiah Mustafa, the brand boosted sales of its men’s body wash by 107 percent in mid-June and by 100 percent in mid-July. Another example of the new macho man is Mad Mens Don Draper, to whose side brands from Gillette to Clearasil have flocked for product placement.

It will be interesting to see how marketing to men’s vanity evolves. Diagonal Reports notes that “Most men are determinedly not ‘metrosexual,’” while The New York Times observes that “men use cosmetic products in order to cover up or correct imperfections, not to enhance beauty.” Synovate suggests that increased attention to grooming may result from men’s weakening control over other aspects of their lives, especially in a downturn. But it looks like men will keep buying these products, regardless of the economy. Manufacturers are looking to the Middle East and Asia as two key markets for growth.

Photo credit: Katiya (Singhing again)

1 Response to "Not just for metrosexuals: Using brawn to market beauty in a hot category"

1 | Jessica Vaughn

September 24th, 2010 at 4:04 pm

Avatar

Here’s an interesting recap from Newsweek of how a few other marketers have been positioning masculinity:

http://www.newsweek.com/2010/09/21/ad-men-the-most-interesting-trend-in-the-world.html

Comment Form

SIGN UP FOR OUR WEEKLY EMAIL NEWSLETTER:

New: 10 Years of 10 Trends

The Future 100

JWT AnxietyIndex

Things to Watch

  • Digital immersive exercise
    February 25, 2015 | 4:04 pm

    immersive-fitness-the-trip

    Equinox’s new revved-up cycle class speaks to a growing exercise trend—digital immersion. This month the gym brand unveiled Pursuit, an immersive cycling concept, to limited U.S. gyms. Equinox describes the program as “an immersive studio cycling experience that uses groundbreaking gaming and data visualization to drive competition and inspire peak performance.”

    Continue reading “Digital immersive exercise” »

  • Science fare
    February 20, 2015 | 2:07 pm

    Screen Shot 2015-02-20 at 12.59.22 PM

    The worlds of science, gastronomy and art are continuing to cross-pollinate—from edible conceptual art to molecular gastronomy “lab cafés” to synesthetic dining events. Café ArtScience in Cambridge, Mass., is a recent example. Opened late last year by David Edwards, a Harvard engineering professor, the café serves whiskey “fogs” through a special carafe that turns the liquor into vapor (which means consumers don’t take in any of the calories and feel none of the intoxicating effects).

    Continue reading “Science fare” »

  • Aman’s authentic-luxe travel
    February 11, 2015 | 1:06 pm

    Amandira1_509

    As travelers continue to seek out authentic and unique experiences, hospitality brands keep raising the bar on hyper-localized offerings and exceptional access. Aman, for instance, is introducing a phinisi-style sailing ship in Indonesia, marrying the brand’s ultra-luxe sensibility with regional tradition. With an outdoor lounge and bar, the option to travel by motor, and air-conditioned cabins, the ship brings every modern comfort to an age-old means of navigating the Indonesian archipelago. Another Aman property, meanwhile, offers a dip into paleontology: Guests at Amangiri in southern Utah can join an official dig at the Grand Staircase-Escalante National Monument, working alongside fossil experts for a half-day. The cost of getting one’s hands dirty starts at $600. (Resulting Instagram images: priceless.) —Marian Berelowitz

    Image credit: Aman

  • Adidas’ ‘virtual line’
    February 5, 2015 | 6:55 pm

    Adidas

    Adidas’ new Confirmed app cleverly harnesses the fervor of collectors who normally line up for limited-edition shoes, moving fans onto a mobile platform. App users create an account, then get push notifications when hot new releases are on the way. Interested buyers in a given metro area—only New York City at launch—indicate their size and, if approved, receive details on where and when to pick up the shoes. An Adidas exec calls it a “virtual line.” In addition to collecting data on these super-fans, the app lets Adidas control which influencers get various styles, drives traffic to selected stores, builds additional buzz and cuts out secondary-market sellers armed with bots that secure advance orders. —Marian Berelowitz

    Image credit: Bloomberg

  • Adventurous play
    February 4, 2015 | 1:09 pm

    Screen Shot 2015-02-04 at 12.00.22 PM

    Kids will slide through a “Tunnel of Terror” and get slimy on “Mount Mud” in Tough Mudder’s new obstacle course for the 7-12 set. The endurance-challenge purveyor is partnering with European soft drink brand Britvic on Fruit Shoot Mini Mudder, with events planned for the U.S., the U.K. and Ireland. The concept caters to parents looking to pry kids away from screens and get them moving—there’s now a CrossFit offshoot for kids, starting with preschoolers—in ways that are challenging and fun.

    Continue reading “Adventurous play” »

  • Rivals joining forces
    January 26, 2015 | 7:19 pm

    Volkswagen_5 2000px-BMW.svg

    Not long ago, a collaboration between two rival companies would have been seen as a counterintuitive and perhaps desperate measure. In 2015, however, BMW’s partnership with Volkswagen on fast-charging electric vehicle stations makes the automakers look self-confident, open and serious about sustainability and the common good.  Continue reading “Rivals joining forces” »

  • Virgin Hotels
    January 21, 2015 | 1:42 pm

    Screen Shot 2015-01-21 at 12.34.58 PM

    Taking a cue from private clubs like Soho House—which now has outposts from Berlin to Chicago and Toronto—and cool hotel hangouts like the Ace, the first hotel under Virgin’s affordable-meets-aspirational banner houses a Commons Club. Offering “exclusivity for all,” the Commons hosts a “roundtable of ideas and indulgence” at a nightly social hour and includes a restaurant, bar and study area. Virgin marketing also taps into easyHotel lingo with the promise of no surprise fees and free wi-fi.

    Continue reading “Virgin Hotels” »

  • Google’s Ara phone
    January 16, 2015 | 11:51 am


    A new video from Google shows the latest prototype of its modular phone, which will launch this year in Puerto Rico. Project Ara emphasizes personalization—“What if you could make thoughtful choices about exactly what your phone does, and use it as a creative canvas to tell your own story?”—but the sustainability implications are also important.

    Continue reading “Google’s Ara phone” »

  • Nike taps into urban exploring
    January 5, 2015 | 1:13 pm

    Screen Shot 2015-01-05 at 12.09.46 PM

    The city is the new terrain for Nike’s rebranded all-conditions gear, now named NikeLab ACG. Taking a cue from the urban exploration trend (“urbex”)—which involves venturing into unseen and generally off-limits structures and documenting the adventure—Nike says that “For today’s athletes, the city is the ultimate landscape,” complete with “modern obstacles” and many microclimates. Images show an intrepid explorer on a rooftop amid skyscrapers. The urban environment is now as challenging, intriguing and adventurous as the natural landscape.

  • Tears become… streams become…
    December 17, 2014 | 1:50 pm

    Artists and performers are increasingly creating multisensory pieces that immerse and envelope audiences, who in turn are embracing these one-of-a-kind experiences. In New York, the latest example is the performance and installation tears become… streams become…, a “field of water that harnesses light, reflection, music and sound” by Scottish artist Douglas Gordon and French pianist Hélène Grimaud.

    Continue reading “Tears become… streams become…” »

  • RSSArchive for Things to Watch »