MEN'S GROOMING personal care - Perfume your world
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∙ Perfume your world ∙
Trend Watch
MEN’S
GROOMING
personal care
MAY 2020
AT A GLANCE…
The modern man is taking a keen interest in caring for his looks and health.
While men have typically been less articulate about their appearance,
unlike women who have graduated to 10-step beauty regimens with ease,
the dynamic appears to be changing. Men are increasingly searching for better ways
to achieve a balanced lifestyle. Brands are helping to break this stigma of masculinity
by opening up the realm surrounding men’s grooming and wellness.
By emphasizing confidence and happiness in conjunction with hygiene and wellbeing,
brands are able to align with men’s evolving values.
1
TABLE OF CONTENTS
MARKET
TRENDS FRAGRANCE
OVERVIEW
1 2 3
2
MARKET
OVERVIEW Ø what to know
Ø category overview
1
Ø brands
Ø facts & figures
Ø product showcase
3
MARKET OVERVIEW - what to know
Facts to Consider…
IN THE US The
15% men's personal care
of male grooming market is projected to
product users like to
grow at a CAGR of
spend time on their
personal grooming 5.4% by 2022
routine. Source: Allied Market Research
Source: Lightspeed/Mintel
According to market
52% research firm Euromonitor
of US consumers International, the $8.9
agree that it is billion U.S. men’s
important for men to grooming market is
use forecast to grow by over
beauty/grooming 7% by 2023, to $9.5
products on a billion, and the hair-care
daily basis. segment is set to
increase by 17% to $904
Source: Lightspeed/Mintel million.
4
MARKET OVERVIEW - category overview
Market Sales & Forecast of Men’s Personal Care Products
(2014-2024, USA)
Source: IRI InfoScan® Reviews, US Census Bureau Economic Census/Mintel
• The men’s personal care market has seen gradual growth since 2014. $4.4 billion in 2018, up 2.7% from the prior year.
Sales are expected to continue to increase steadily year by year.
• Many products within the personal care category are truly functional in nature, largely driven by purchases in essential
hygiene (i.e. shampoo & deodorant) so in order to keep consumers engaged new entrants into this category must
provide unique, different offerings to compete with well-known staples.
• 297 Men’s personal care products launched in 2019.
* Men’s personal care market includes deodorant/antiperspirant, haircare products, shaving/aftershave products, skincare and bodycare products
* Personal care/grooming utensils, implements, and equipment (i.e. hair dryers, razors and blades, electric shavers, grooming scissors, nail clippers) are excluded
5
MARKET OVERVIEW - category overview
Market Sales of Men’s Personal Care Products
(2019, USA)
• Deodorant (includes both stick and spray) sales make
up nearly 40% of all men’s personal care purchases.
Concerns of body odor and hygiene will continue to
make this category the highest ranking.
• Skincare remains a large segment due to the wide-
spread popularity of moisturizers and face creams.
Many consumers of male grooming products realize
the importance of self-image and presentation, thus
propelling purchases.
• Shaving which accounts for 20% of Men’s personal
care sales follows steadily behind Skincare. Changes in
appearance norms like favoring facial hair over a clean
shave and cost savings in the shaving arena have
been negatively impacting this segment.
• The men’s Haircare segment stands at 18% with
basic purchases in shampoo and conditioner
accounting for a portion within this category.
* Men’s personal care market includes deodorant/antiperspirant, haircare products, shaving/aftershave products, skincare and bodycare products
* Personal care/grooming utensils, implements, and equipment (i.e. hair dryers, razors and blades, electric shavers, grooming scissors, nail clippers) are excluded
Source: Mintel Report, 2019
6
MARKET OVERVIEW - brands
Brands in US Men’s Grooming
7
MARKET OVERVIEW - facts & figures
Top Product Claims for Men’s Beauty & Personal Care Products
(% by Segment, USA, 2017-2019)
Claim Category
• Demographic claims refers to the target population or
Positioning demographic, in this case the key target are males.
Product tested3%
• Within Natural claims, the use of Botanical/Herbal
4%
Plus claims are slowly gaining traction. The trend for
4% natural ingredients with a focus on active botanicals is
Free from Demographic
7% growing in consumer interest.
31%
Convenience
7%
• In the sustainability halo are Ethical & Environmental
claims which address the demand for ecologically
Beauty Enhancing responsible products. Brands and consumers are will
10%
continue to observe the way they consume products,
Natural plastic and packaging.
Functional
Ethical & 12%
11%
Environmental • Functional claims tout benefits like
11% moisturizing/hydrating, cleansing, long-lasting,
exfoliating, etc. It’s important to note that male
shoppers largely prioritize functionality and
convenience when purchasing products.
* Men’s beauty & personal care market includes color cosmetics, deodorant/antiperspirant, fragrances, haircare products, shaving/aftershave products, skincare
and soap/bath products
Source: Mintel, GNPD
8
MARKET OVERVIEW - facts & figures
Top Product Formats & Textures for Men’s Beauty & Personal Care Products
(% by Variants, USA, 2017-2019)
Paste / Putty / Gum Scrub
3% 3% Oil
Popular in beard care
Foam
& works as an entry
Pomade 4% 2019 way to hybrid
formulas
5% Paste/Putty/Gum
Gel / Jelly
Its multi-use
25% benefits are very
Lotion popular in haircare
7% 2018
Balm
9%
Cream 2017
Oil 17%
10%
Spray / Mist /
Spritz 0 10 20 30 40 50 60
17%
# of Products
• Gel/Jelly products account for a large portion of facial grooming products like shaving gels and face wash.
• Cream products include bodycare items along with shaving products that tout moisturizing benefits in this format.
• Spray/Mist/Spritz formats encompass fragrance/scented products along with facial sprays.
• Oils are gaining traction in the market as it’s a suitable texture for all skin types, it offers moisturizing capabilities
and can include various essential oils for additional benefits.
* Men’s beauty & personal care market includes color cosmetics, deodorant/antiperspirant, fragrances, haircare products, shaving/aftershave products, skincare
and soap/bath products
9 Source: Mintel GNPDMARKET OVERVIEW - facts & figures
Behaviors by Generation
RETAILERS SHOPPED, BY AGE, JUNE 2019 In-store or online?
Men aged 18-34 are more likely than older
“Where do you purchase the majority of your personal care
consumers to shop for personal care products at
products? Please select all that apply.”
department stores and clothing stores. These
retailers often have exclusive products and
collections that may appeal to younger consumers’
increased investment in the personal care category,
while still granting them the convenience of
completing a larger shopping experience
Base: 917 male internet users aged 18+ who purchase any personal care products they use (i.e. shopping for clothing and accessories).
Source: Lightspeed/Mintel
APPEARANCE CONCERNS, BY AGE, JUNE 2019 Age impacts appearance concerns.
As men age, their primary concerns about their
“What are you most concerned about regarding your
appearance change. Older consumers, aged 45+ are
appearance? Please select and rank up to three in order of
worried about the way that their aging impacts their
importance, with 1 being the most important.”
appearance – more than 30% express concern over
wrinkles or hair loss. Younger consumers, on the other
hand, disregard signs of aging and instead are focused
on presenting healthy looking skin and hair. Nearly
40% of adult males aged 18-24 are insecure about
acne, and 31% are concerned about the condition
of their hair.
Base: 961 male internet users aged 18+ Source: Mintel Report - Men's Personal Care, Us, September 2019
10 Source: Lightspeed/MintelMARKET OVERVIEW - product showcase
1. WATERLESS SHAVING
MËNAJI responded to the phenomenon of men wanting
to ready at all times by creating ClearShave, a gel that
can be used anywhere, anytime as it doesn’t require
water. It enables sophisticated shaving, sculpting
mustaches, beards and sideburns.
2. TACKLING MALE HYGIENE
The Perfect Package 3.0 kit covers the essentials when
it comes to manscaping needs for the modern man.
It contains the MANSCAPED precision-engineered tools,
unique formulations, and accessories for an efficient
routine.
3. NO MORE SPILLAGE
Powerful and portable, this face cleansing stick taps
Activated Charcoal exfoliants and other natural
1 Clear Shave 3-in-1 Formula
MËNAJI
3 OARS + ALPS
Solid Face Wash
ingredients to dissolve deep-down dirt. Mess-free and
portable sticks bring more differentiation and tap into
2 MANSCAPED
The Perfect Package 3.0
both convenience and sustainability demands.
4. MEN’S HEALTH
Through its modern aesthetic, friendly, yet transparent
messaging, and affordable hair loss products, Hims is
assuring men that it's okay to acknowledge insecurities
like hair loss. A topical solution applied once a day to
promote hair growth by shedding old hairs and replacing
them with new ones.
5. REINVENTING ‘MASK’ULINITY
Skincare startup, HETIME, notes that its products are
formulated for the "unique shape and thicker skin of a
man’s face" but consumers of any identity can purchase
and benefit from the masks. The mask itself is designed
4 HIMS
Minoxidil
so that it doesn't cover the entire face and allows room
for facial hair at the bottom.
5 HETIME
Face Masks
11TRENDS Ø genderless expression
Ø appetite for skincare
Ø defining men today
2
Ø grooming made easy
Ø shifting strategies
Ø ‘clean’ groomers
Ø spotlight
12TRENDS - genderless expression
The Rise of Gender Diversity
Forget his or hers. Ideas beyond gender.
Even before birth, gender norms are thrust on all of us,
from gender reveal parties to pink and blue blankets. Gender
has traditionally been treated as a foundational building
block of our identities.
Abandoning social norms and opting to adopt an
individualized meaning of gender has created a cultural
movement that has been coined by marketers as gender
fluidity. Often defined as the fluid shifting of gender
expression between masculine and feminine.
Traditionally, consumer packaged goods have leaned hard
into gender cues via color, type, imagery, texture and shape
to definitively signal feminine or masculine.
Consequently, a more gender-neutral approach is coming to
the surface yet again. Successful brands are shifting focus
to product experience, universal ingredients and benefit
stories translated in smart design over the gender of their
target consumer.
51% of all global perfume launches in 2018 were gender
neutral, up from 17% in 2010.
Source: Fragrances of the World by Michael Edwards
L-R / T-B:
Malin & Goetz Collection / Gucci Memoire D’une Odeur Fragrance
Noto Cosmetics / Covergirl Campaign with James Charles
13TRENDS - appetite for skincare
Skincare - An Emerging Disruptor
Skincare is set to thrive within the men’s market.
Rising awareness toward overall body care and a growing
influence of social trends is supporting growth in the
skincare sector. The growing popularity of health and
wellness is a key driver for this category.
Sales of men’s skincare products in the US are mostly
concentrated at shaving products, moisturizers, creams and
cleansers. Currently, shave care accounts for 30% of total
sales of men’s skincare products and is expected to
progress on a significant pace soon. Pre-shave and post-
shave care products are also gaining traction amongst
consumers. Brands are also tapping into relatively newer
categories such as sunscreen, facial scrubs, and polishes
specifically designed for men.
Non-conventional products such as serums, oils, and
treatments offer more differentiation with newer textures.
As men continue to develop a more intricate relationship
with the products they use in their daily routine, there may
be room for new entrants that focus on their needs.
In 2018, men's skin care products jumped 7% jump in sales,
according to market researcher the NPD Group.
L-R / T-B:
Cardon Skincare / Disco Skincare
Bandito Collection by MasqueBar / L'Oréal Men Expert by L'Oréal Paris
14TRENDS - defining men today
The New Masculinity
A changing tide is in effect for traditional stigma’s.
Self-care really is one of the rare spaces where women
dominate the culture, while men face countless gender-
based stigmas and barriers to entry.
A new wave of wellness brands are shifting the dialogue on
men’s health by providing accessible products and a safe
space to normalize once taboo subjects. From advice on
mental and sexual health to healthier diets, the start of this
shift is aiding in helping men break free of societal
limitations.
Launched in 2019, Manual is a British startup that looks to
@soft_skincare
"embody and celebrate a new kind of masculinity, where the
power of talking openly, making positive change, and being
proactive are king." It offers prescription solutions to hair
loss and erectile disfunction, as well as its content platform,
Guided, which gives advice on "owning your health and
happiness".
“Men are being pushed to be more open and honest.
They are part of the wellness movement and are more
sensitive and honest about insecurities.”
- Bespoke Post
L-R / T-B:
Harry Styles / Soft Skincare
@menofmanual “Flowers Are Manly” Exhibit / Manual
15TRENDS - grooming made easy
Subscription Boxes
Custom solutions and regimens for men.
In a world of overwhelming choice, consumers can get stuck
when it comes to selecting the items they want.
Subscription boxes are the perfect solution to
indecisiveness as they curate products according to a
customer’s personal preferences. By simplifying the process
and letting personalization become the center of the
customer relationship, it encourages loyalty.
Many brands are recognizing the convenience that
subscription services bring, and their appeal among men.
For men who lack familiarity with a daily regimen, they’re an
easy entry point to a brand.
Geologie, offers a subscription four-step regimen after an
online questionnaire is completed – based on skincare
concerns, desired benefits and ethnicity. Every set contains
science-based products with high quality active ingredients
and a simple routine, tailored to work for both individuals
new to skincare and seasoned skincare experts.
56% of US male personal care product users are interested in
personal care product bundles (a complete routine, multi-step set).
Source: Lightspeed/Mintel
L-R / T-B:
Geologie Men’s Personalized Skincare
MAPPILIM Good Face Day Starter Kit / Harry’s
16TRENDS - shifting strategies
Retailers & Brands Targeting Men
Turning your audience into shoppers.
Many retailers and brands are starting to leverage the
growth in men’s grooming by changing or introducing their
approach to this category. Though stores like Ulta and
Sephora don’t overtly label themselves as such, their store
design is more or less created for female-identifying
shoppers. While men’s products exist throughout, the staff is
mostly female and a vast majority of the signage features
female models selling items like mascara and lipstick.
For many men inexperienced in the world of beauty, this kind
of environment can feel overwhelming or even off-putting.
To successfully capture the interest of the rising male
consumer, physical retailers are creating a shopping
environment that makes men feel comfortable to test new
products.
Minnesota-based retailer, Target has been investing in new
products, trends and services to elevate the experience
within the men’s grooming aisle. More than 600 products will
be featured in the new men’s selection, from popular brands
like Harry’s, Cremo, Maestro’s Classic, and more, bringing
guests new brands to discover and new products to try.
L-R / T-B:
Duane Reade
Target
17TRENDS - ‘clean’ groomers
Increasing Demand for Clean Products
Clean products for him.
Clean beauty, while increasingly mainstream, is still tough to
demystify. Considering factors like safe ingredients,
sustainable packaging, and accessible pricing - the demand for
clean men’s products is growing. Men have more options for
clean skincare, body, and hygiene products than ever before.
One such brand setting an example for eco-credentials is
luxury brand Men-Ü. Leading the charge for refillable products
in the men’s grooming space with its 3R Grooming approach.
They have introduced refillable packaging for its ultra-
concentrate product range, claiming to use 90% less
packaging than other brands.
Bulldog Skincare for Men is already pioneering this road with its
Bamboo Razor and Sugarcane packaging. So instead of using
plastic from fossil fuels, Bulldog’s tubes use sugarcane plastic,
made from Brazilian sugarcane, a renewable source that needs
little more than natural rainfall to grow. Bulldog never uses
ingredients from animal sources and the brand is certified by
Cruelty Free International. All products in the line are suitable
for vegetarians and vegans, and they never use plastic
microbeads, synthetic fragrances or artificial colors.
L-R / T-B: Sozio Clean Fragrance
Men-Ü 3R Grooming Sozio has created a collection of
Bulldog Skincare for Men Clean fragrances that are
Safe, Cruelty-Free and Vegan.
18 Ask us about our latest collection!TRENDS - spotlight
RAZOR DESIGNED FOR ASSISTED SHAVING
Gillette TREO™ is a first-of-its-kind razor designed and built for caregivers to safely shave
their loved ones with convenience and comfort.
Gillette TREO™, is the world’s first assisted shaving razor, for caregivers in Canada. TREO is specifically designed for a
caregiver to shave someone else, allowing caregivers to provide a dignified shaving experience for their loved ones who, for
whatever reason, are unable to shave themselves. Gillette was inspired by real-world conversations that revealed the need for
a product like TREO. Gillette knows that caregivers take on a lot and hopes that TREO can help make a meaningful difference
in their daily routines with their loved ones they are caring for.
19 Source: BusinessWireFRAGRANCE
Ø olfactive trends
Ø Sozio analysis
Ø ocean
3
Ø earth
Ø forest
Ø bar
20FRAGRANCE - olfactive trends
Top 5 Fragrance Groups for Men’s Beauty & Personal Care
(% by Variants, USA, 2017-2019)
Outdoor
Gourmand/Edibl
7% Most Popular
e
8%
Components in Men’s Beauty & Personal Care
TRENDING!
Fresh & Clean
Green/Herbal/Woody
14%
43%
Cedar Sage Mint Hemp
Fantasy
28%
Bourbon Vanilla Bean Sandalwood Vetiver
• Green/Herbal/Woody fragrances represent a wide variety of aromas inspired by nature, from forests to herbs,
from green florals to fresh cute stems.
• Fantasy fragrances are associated with imaginative concepts, ideas and objects, including enigma, and story.
Colors and fantasy adjectives include verbiage like swagger, cool, sport, etc.
• Fresh & Clean scents are more simple and airy. In men’s fragrances they aim to evoke that “fresh out-the
shower” scent.
* Men’s beauty & personal care market includes color cosmetics, deodorant/antiperspirant, fragrances, haircare products, shaving/aftershave products, skincare
and soap/bath products
2122
F RESH
G REEN/ AROMAT IC
ORIEN T AL
FRAGRANCE - Sozio analysis
WOODY
CIT RUSOCEAN
A fresh wave of scents
distinguished by their fresh,
marine nuances.
They mimic salty, oceanic smells
that are bright and light.
CREMO
Driftwood +
Sea Salt
Body Wash
METHOD MEN GOODFELLOW & CO.
Sea + Surf Kelp & Sea Mineral
Body Wash Body Wash
23FRAGRANCE - ocean
Top Top
Lemon Peel, Fresh, Sparkling Citrus,
SEA MINERALS Orange Splash, Seaweed COOL Bergamot, Sea Salt
& SAGE Middle OCEAN AIR Middle
Lavender, Waterlily, Aromatic, Lavender,
Cedarleaf, Minty Juniper, Mint Leaf
Base Base
SZUSM000633 Silver Birch, Sandalwood, SZUSM000635 Blonde Woods,
Cool Musks Driftwood, Clean Musks
Top Top
Clean Citrus, Lemon Zest, Frozen Lemon, SALTED
Orange, Marine, Sea Salt BLUE KELP & Green Apple, Watery
BERGAMOT
Middle DRIFTWOOD Middle
Aromatic, Armoise, Nutmeg, Crisp Eucalyptus, & JUNIPER
Lavender, Cyclamen Lavender, Aquatic Florals
Base Base
Cedarwood, Amber, Cypress, Patchouli,
SZUSM000634 SZUSM000636
White Musks Amber, Oakmoss, Musks
24EARTH
Complex and refined, these
scents are truly mysterious
and multifaceted as they seek
to olfactively encompass the
elements of the world. DOVE MEN +
CARE
Charcoal & Clay
Body Wash
HARRY’S EVERY MAN JACK
Stone Volcanic Clay
25 Body Wash Body WashFRAGRANCE - earth
Top Top
Black Pepper, Bergamot, Orange,
WHITE Elemi, Clove MOON Bitter Grapefruit
GRANITE Middle DUST Middle
Cedar, Vetiver, Black Pepper, Rose,
Tobacco, Leather Geranium, Floral
Base Base
SZUSM000637 Smoky Woods, Vanilla, SZUSM000639 Patchouli, Vetiver,
Tonka Bean, Musks Cedar, Amber, Musks
Top Top
Effervescent Bergamot, Clove , Peppercorn, BLACK PEPPER
Iced Apple, Metallic Accord VOLCANIC Milky Coconut
& CLAY
Middle CHARCOAL Middle
Mineral Notes, Floral, Green Violet, Muguet,
Milky Nuances, White Birch Iris, Incense
Base Base
Sandalwood Suede, Worn Leather, Sandalwood,
SZUSM000638 SZUSM000640
Musks, Vanilla Bean Amber, Cashmere Musks
26FOREST
Scents evoking a journey
through woodlands, with
blends of aromatic,
green and woody tones.
BAXTER OF
CALIFORNIA
Cedarwood
oakmoss
Exfoliating
Body Bar
DOVE MEN + CARE METHOD MEN
Blue Eucalyptus + Birch Juniper + Sage
Body + Face Wash Body Wash
27FRAGRANCE - forest
Top Top
Lemon, Mandarin, Clean Citrus,
CYPRESS & Bright Citrus ROSEMARY Aromatic Herbs, Fresh Floral
BIRCHWOOD Middle LAVENDER Middle
Cypress, Galbanum, Spearmint, Peppermint,
Leafy Greens Eucalyptus, Anise
Base Base
SZUSM000641 Cedarwood, Oakmoss, SZUSM000643 Fir Needles, Patchouli,
Sandalwood, Patchouli Amber, Musks
Top Top
Lemon, Elemi, Black Pepper, Apple, MOUNTAIN
Nutmeg BLUE CEDAR Cassis, Citrus Zest
TRAIL
Middle & OAKMOSS Middle
Magnolia, Jasmine, Leather, Lavender,
Rose, Lily Rosemary, Magnolia, Rose
Base Base
Birchwood, Cypress, Woody, Oakmoss, Tonka,
SZUSM000642 SZUSM000644
Clearwood, Sandalwood Patchouli, Musks
28BAR
Lacquered wood, dim lighting,
sleek crystal glasses and
fusions of liquor linger in the
air. The resulting fragrances
feel dark, warm and sensual.
OLIVINA MEN
Juniper Tonic
Body Wash
DUKE CANNON BATH & BODY WORKS
Smells Like Old Glory Bourbon
Thick Body Wash Body Wash
29FRAGRANCE - bar
Top Top
Orange Peel, Red Berry, Bergamot, Dark Plum,
GIN Basil, Spearmint COGNAC Brandied Apple
TONIC Middle VANILLA Middle
Clove Bud, Cinnamon Bark, Bourbon Accord,
Cardamom, Nutmeg Tobacco, Leather
Base Base
SZUSM000645 Cedarwood, Rum, Fir Needles, SZUSM000647 Patchouli, Cedarwood,
Tonka Bean, Musks Amber, Musks
Top Top
Petitgrain, Orange Zest, Elemi, Pepper, BOURBON
Gin Accord, Herbal DARK RUM Clove
WOOD
Middle & SPICE Middle
Neroli, Jasmine, Lavender, Cognac, Leather,
Geranium, Juniper, Spice Vetiver, Cedar
Base Base
Sandalwood, Galbanum, Patchouli, Tonka Bean,
SZUSM000646 SZUSM000648
Vanilla, Amber, Musk Vanilla Rum
30∙ Perfume your world ∙
Europe, Africa
and Middle East
Sozio SAS
6, Rue Barbès - CS80050
92532 Levallois-Paris cedex - France
Phone: +33 (0) 1 81 93 00 60
Fax: + 33 (0) 1 81 93 00 98
Latin & North America
Sozio Inc
51 Ethel Road West
Piscataway, NJ 08854 USA
Phone: (+1) 732 572 5600
Fax: (+1) 732 572 0944
Asia
J&E Sozio Asia Ltd
Unit C6, 15/F, TML Tower
No.3 Hoi Shing Road - Tsuen Wan,
N.T. Hong Kong
Phone: (852) 2111 0842
Fax: (852) 2111 0942
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