In 2019, global opportunities for men’s grooming products sought to appeal to a more informed eco-conscious consumer, stress convenience, and align with wellness and inclusivity trends. New product developments for men included items within the shaving preparations, razors, deodorants, hair styling, and shower categories with less developments in depilatory (hair removal), face and neck care, shampoo, bar soap, and eye care categories.
However, more innovative product launches emerged in these less developed categories with a fresh focus on appealing to:
Product development should continue to innovate to fill in the gaps by offering products that meet these points:
1) TAP INTO EASY ROUTINE & CUSTOMIZATION TRENDS
Men seek to simplify their grooming routine without compromising results, benefits, and textures. The customization trend created masculine-specific subscription boxes that are focused on supplying grooming essentials through the mail which solves ease of ordering, customization, and convenience.
According to Mintel:
Popular Subscriptions:
An appeal to social media fans with ‘instant filter-effect’ trend also has surfaced product innovation targeted to provide “real life digital filter effect” with Lab Series Skincare’s Instant Filter Moisturizer.
Source: Lab Series Skincare For Men
According to Mintel, 31% of older Gen Z BPC users are informed about BPC products via Instagram.
2) MARKET NATURALNESS/SUSTAINABILITY
Concerns around naturalness and sustainability trends may be the most emphasized trend for conscious consumers that includes attention on:
In the US. during 2019, the BPC (Beauty Personal Care) product launches saw the largest claim growth in the botanical/natural category, while eco-friendly, vegan and organic remain lower and were relatively flat.
That natural men’s grooming space is expected to continue to increase, some product launch highlights are:
Source: Beautycounter
Source: Rebels Refinery
3) ALIGN WITH TRENDING THEMES (WELLNESS & INCLUSIVITY)
There is a continued renewed focus on physical, emotional and mental wellbeing. Brands focus on multiple benefit products emphasized on mental health, beard care, and inclusivity trends.
Hims, an online men's wellness direct-to-consumer brand that focuses on topics that may be deemed embarrassing, such as hair loss and sexual wellness.
Source: Hims; Instagram/hims
Introduce beard care products that bring extra benefits into play can tap into demands for simpler grooming routines.
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Source: Nordstorm |
| Beard Grow XL prevents hair loss and promotes beard hair growth faster and thicker | Beard Exfoliating Paste cleanses, nourishes and exfoliates skin underneath beard |
Be inclusive and adapt to changing gender norms.
While male-specific grooming products will continue to appeal, there is also a growth segment for changing gender norms that sway from stereotypical masculinity themes in marketing/advertising. There is an opportunity to appeal to an increasingly diverse population.
Product highlights:According to Mintel, 64% of older male iGen users of BPC products either already use or show interest in genderless beauty products.
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Source: Gesu, R. D. (2019). A year of innovation in men’s grooming, 2019. Mintel.