HAIR CARE SKIN CARE MEN CARE
Changing Grooming Habits Fuel
Innovation in Men’s Care
Cosmetics
Change is inevitable. Thus, the urban metro-sexual man
does not shy away from spending time and money on
grooming, which therefore brings a great opportunity to the
men’s cosmetics domain.
The global market for men’s cosmetics is set to expand at
a CAGR of 5.4 % over the next five years.
The fast-paced demand for men’s toiletries, apart from
fragrances and shaving products, indicates the growing
demand for products that cater to more than the basics.
From simple toiletries (shampoo, deodorant, shaving
cream), bathroom cabinets now have moisturizers, facial
cleansers, eye serums, bronzers, concealers, anti-aging
products, even mud masks—all designed specifically for
men.
Keeping up with the pace of dynamic market needs, a major stress has been laid on R&D for
product improvements. This caters to the changing grooming needs of men and the other strategy
has been merger & acquisitions.
The major M&As’ for male grooming products have been highlighted below:
#1. Shaving Products
This segment has been a focus of the industry for decades, stemming from the basic grooming need
associated with men and grooming habits that have changed dramatically over the past decade.
The shaving products segment has witnessed significant M&A activity, considering the varying grooming
habits of men, which range from the classic clean-shaven look to the new no-shave look. Players are
trying to cater to all the needs of consumers, but are also incurring heavy losses.
Some of the highlights are:
Emami to acquire 30% stake in Helios lifestyle Pvt Ltd (Owner of “The Man Company”) by
December’18. Following the footprints of major players in the domain, Emami plans to mark its entry
into the men’s grooming segment.
Marico acquired 45% stake in Beardo (March’17), which sells beard oil, waxes, men
soaps etc.
Anglo-Dutch consumer goods giant Unilever acquired Dollar Shave Club for USD 1
billion in cash (July’16), which implies Unilever’s footprint extending into all important
US personal care markets as well as the fast-growing men’s grooming category, which
has registered an above-industry-average growth rate. The M&A also allows the Dollar
Shave Club to expand into different geographies. The Dollar Shave Club provides a
blades-by-subscription service for as little as USD 3 a month.
P&G acquired The Art of Shaving (June’09), a premium brand of shaving kits, and also
helped the company enter into categories such as beard balms, oils, and fragrances.
Harry’s partnership with Target.com (Aug’16) marks Harry’s foray into the mass market.
Harry’s sells shaving equipment and accessories online.
