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MarketLooks: Men’s Grooming Products

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Title: The U.S. Market for Men’s Grooming Products: Putting a New Face on Men's Personal Care Products
Published:January 2004


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The following is the abstract from the full report:
For at least a decade the men’s personal care market has defied all predictions of robust growth, but the stage may be set for a better performance. A high level of new product activity—to the tune of approximately 1,000 new products during the 1999-2003 period—includes heavily promoted, all-new brands from companies like Unilever (AXE) and L'Oréal (Lancôme Homme, gearing up for a U.S. debut in 2004) as well as expanded or repositioned brands from the likes of Beiersdorf (Nivea for Men), Procter & Gamble (Old Spice Red Zone), and Colgate-Palmolive (Speed Stick 24/7). At the same time, a key new demographic for these products is coming of age in single young men age 12-24, who are much more likely than previous generations to buy—and be heavier users of—grooming products for men. Add media hits like the grooming and personal care focused Queer Eye for the Straight Guy to the publicity mix, along with the well-groomed “metrosexual” urban male contingent, and it may realistically be deduced that things are finally looking for men’s toiletries—although “getting the girl” is still the most powerful product sell.

Packaged Facts has been tracking the U.S. market for men’s grooming product longer and in greater depth than any other publisher of market research reports, and this report synthesizes and expands upon nearly two decades of expertise and reporting from a uniquely U.S. perspective, while also taking into account important European marketing and new product trends. The report covers a breadth of products across six major categories—shaving products (including lotions, creams, soaps, foams, gels, aftershave, preshave, razors/replacement blades, and electric shavers); fragrance products (including body splashes and sprays); deodorant products (including the new hybrid deodorant/body sprays); haircare products (including haircoloring, styling, and hair-growth products); skincare products (including facial and body moisturizers, facial cleansers, facial scrubs and masks, suncare products, lip balm, talc, and depilatories); and bath and shower products (including body washes and scrubs, bath additives, after-bath products, and specialty bar soaps).


  1. The Overview
  2. Market Size and Growth
  3. Market Composition
  4. Factors to Market Growth
  5. Projected Market Growth
  6. Marketer Overview
  7. The Competitive Situation
  8. Marketing Dynamics
  9. Retail Dynamics
  10. The Consumer
  11. Looking Ahead: Trends and Opportunities

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