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The U.S. Market for Men's Grooming Products

Marketers are massing for a major assault on the $3.5 billion men's grooming market, which consists of the most dynamic segments of half a dozen otherwise mature categories. With an eye toward two demographic groups -- the graying baby boomer intent on retaining his competitive edge and the hip generation Y-er not embarrassed to spend money on looking good -- companies like L'Oreal and Shiseido have launched new men's hair coloring lines. Estee Lauder has come out with a set of men's "self-improvement" tools that sound very much like makeup. New men's fragrance and skincare brands abound. Even the sedate shaving and deodorant arenas has seen shake-ups as Gillette and Pfizer market new high-margin systems and target a new generation of consumers. Focusing on the fragrance, shaving, deodorant, haircare, skincare, and bath & body categories, this new Packaged Facts study pulls the market together, examining the sales, brand shares, new products, retail environment, consumers, and competitive strategies of the traditional toiletries giants as well as the new men's grooming specialists.


Scope And Methodology

Products Covered

This Packaged Facts study focuses on the retail market for men’s grooming products in the United States. For purposes of this report, men’s grooming products are products marketed specifically to men (not to men and women) in the following six toiletry categories:

  1. Fragrances, including fragrances labeled as cologne, eau de toilette, or some variation of these;
  2. Shaving products, including shaving lotions, creams, soaps, foams and gels; preshave; aftershave; and wet razors (disposable razors, razor systems, and refills), but not including electric razors;
  3. Deodorants, including antiperspirants;
  4. Haircare products, including haircoloring products, styling prod-ucts, and thinning hair products, but not including drugs;
  5. Skincare products, including facial cleansers, facial moisturizers, and hand and body moisturizers; and
  6. Bath and Shower products, including body scrubs and aromather-apy products.

Report Methodology

The information contained in this report is based on primary, secondary, and syndicated research. Primary research included on-site examination of men’s grooming products and the retail establishments that sell them, and consultation with industry executives. Secondary research involved canvassing information and articles appearing in financial, marketing, and trade publications; company literature; and independent financial reports. The syndicated research came from several different suppliers.

Press Release

Men spend an average of 51 minutes each day to groom themselves, compared to 55 minutes for women.

New York, September 7/PRNewswire – It is no coincidence companies are poised for a major assault on the $3.5 billion men's grooming market. According to a new report from Packaged Facts released by MarketResearch.com, The U.S. Market for Men’s Grooming Products, men have become increasingly interested in looking their best. Aging baby boomers have awakened to gray or thinning hair and wrinkles that they are unwilling to accept without a fight, and younger men are coloring their hair and using self-tanning products to improve their looks. Some men’s skincare products use the microsphere technology developed for women’s make-up and aromatherapy has become a part of the lives of many men. As this new interest in personal care products emerges among the male population, the market for men’s grooming items is experiencing both extensive transition and booming opportunity.

The report covers recent The U.S. Market for Men’s Grooming Products provides detailed information on distribution and marketing trends, as well as emerging retail campaigns, product development, and consumer demographic profiles. The report also includes historical sales data, as well as market projections through the year 2005.

According to Meg Hargreaves, VP of Research Publishing for MarketResearch.com, the men’s grooming product market offers greater potential for growth than the women’s product market. “Men purchase fewer products than women do and in many cases, especially in the hair care, skincare and bath and shower categories, the men’s segment is the least saturated part of the market,” Ms. Hargreaves stated. “Even in a relatively well penetrated market, such as the fragrance segment, where up to 75% of men are users, the potential for increased sales is enormous and growth has outpaced the women’s market.”

  • Executive Summary
    • Scope And Methodology
      • Products Covered
      • Report Methodology
    • The Products
      • Six Product Categories
      • Products Excluded
      • Overall Regulatory Considerations
      • Drug Vs. Cosmetic Regulation
    • The Market
      • Market Size And Growth
        • Table U.S. Retail Sales Of Skincare Products, 1996-2005
      • Deodorant And Shaving Categories Grow Fastest
      • Skincare And Bath & Shower Grow At Equal Rates
      • Haircare Growth Dampened By Unisex Brands
      • Fragrance Growth Is Slowest
      • Factors In Market Growth
      • Market Composition: By Product Category
      • Market Composition By Retail Outlet
    • The Marketers
      • Hundreds Of Marketers Sell Men's Grooming Products
      • Men's Grooming Specialists, Fragrance Companies, Toiletries Marketers
      • Prestige And Mass Marketers
      • Multi-Category Men's Grooming Companies
      • Men's Fragrance Marketers
      • Shaving Marketers
      • Major Marketers Of Men's Haircare
      • All Major Deodorant Marketers Function In Other Categories
      • Men's Skincare Marketers
      • New Product Trends
    • Distribution And Retail
      • Distribution Paths Are Complex And Varied
      • Diversion And The "Gray Market" Is Widespread In Men's Fragrance
      • Retail Picture Grows More Complex
      • Femininity Of The Retail Environment
      • Mass Merchandisers Lead In Mass Market
    • The Men's Grooming Consumer
      • 59 Million American Men Use Aftershave Or Fragrance
      • 64 Million Men Use Shaving Cream
      • Razors: Disposable And Non-Disposable Distinguished By Income
      • Deodorant Is The Most Widely Used Men's Grooming Product
      • 5.2 Million American Men Use Haircoloring; Two Age Groups
      • 20 Million American Men Use Hairspray
      • Around 23 Million Use Non-Spray Hairstyling Products; Most Not Specifically Male
  • The Products
    • Scope Of Report
      • Six Product Categories
      • Products Excluded
      • Focus On Retail
    • Introduction: A Brief History Of Men's Grooming
      • The French Revolution Changes Everything
      • Commercial Shaving Products Derive From Late 19Th Century
      • Fragrance Was One Of The First Global Industries
      • Deodorant, Like Shaving Cream, Is a Modern Development
      • Origins Of Haircare Are Prehistoric
      • Men's Skincare Rides Revolution In Women's Skincare
    • Packaging And Regulation
      • Differences Between Men's And Women's Packaging Is Aesthetic
      • Overall Regulatory Considerations
      • Drug Vs. Cosmetic Regulation
      • Regulatory Distinctions Between Drugs And Cosmetics
      • Environmental Regulation Affecting Aerosol And Pump Sprays
    • Shaving Products
      • Four Major Segments
      • Wet Razors
      • Aftershave
      • Preshave
      • Shaving Creams, Gels, Soaps, And Oils
      • Packaging And Labeling
    • Fragrance Products
      • Men's Fragrance Is Less Rigidly Segmented Than Women's
      • Fragrances Are Classed By Price And Sales Channel
      • "Notes" And "Families"
      • Packaging And Labeling
      • Regulatory Milieu
    • Deodorant Products
      • Product Forms
      • Ingredients
      • Packaging And Labeling
      • Regulatory Milieu
    • Haircare Products
      • Three Segments
      • Haircoloring
      • Haircoloring Ingredients
      • Hairstyling Products
      • Thinning Hair Products
      • Packaging And Labeling
      • Regulatory Milieu
      • Eliminating Hairspray Vocs
      • Regulation Of Otc Thinning Hair Products
    • Skincare Products
      • Three Segments: Facial Cleansers, Facial Moisturizers, And Hand And Body Lotions
      • Facial Cleansers
      • Facial Moisturizers And Hand And Body Lotions Are Similar In Formulation
      • Ingredients
      • Packaging And Labeling
      • Regulatory Milieu
    • Bath And Shower Products
      • Four Segments
      • Ingredients
      • Packaging: Mass Market Vs. Prestige
      • Regulatory Milieu
    • The Market
      • Methodology For Sales Estimates
      • Retail Sales Approach $4.3 Billion In 2000
        • Table Estimated Sales Of U.S. Men's Grooming Market: 1996-2000 (Dollars)
      • Deodorant And Shaving Grow Fastest
      • Skincare And Bath & Shower Grow At Equal Rates
      • Haircare Growth Dampened By Unisex Brands
      • Fragrance Growth Is Slowest
        • Table Men's Grooming Market: Estimated U.S. Retail Sales By Product Category, 1996-2000 (In Millions)
    • Factors In Market Growth
      • The Least Saturated Part Of The Personal Care Market
      • Demographic Influences On Men's Grooming
      • Why Baby Boomers Will Be Using More Men's Grooming Products
      • Younger Men Have a Different Attitude
      • A Generational Divide
      • Men's Grooming In The Retail Battle
      • Innovative Products Help Boost Shaving Market
      • Gift Sets Introduce Men To Other Grooming Categories
      • Male Consumers Are Seen As More Brand Loyal
      • Men Who Use Haircoloring Color More Frequently
      • Changing Attitudes And Skincare
      • Men's Skincare An Inevitable Line Extension
      • Fragrance Also Grows Thanks To Changing Attitudes
      • Survey Shows Gray Hair Is "Not Sexy"
      • Introductions Of All-Men's Lines Generate Excitement
      • Economy a Negative Factor For Next Two Years
    • Projected Market Growth
      • Sales To Top $5.5 Billion By 2005
        • Table Men's Grooming Market: Projected U.S. Retail Sales By Product Category, 2000-2005 (In Millions)
    • Market Composition: By Product Category
      • Shaving Responsible For 40% Of Sales
      • Fragrance Share Has Declined Since 1996
        • Table U.S. Men's Grooming Market: Retail Dollar Share By Product Category, 1996 Vs. 2000
      • Shaving Products Made Greatest Contribution To Growth
        • Table U.S. Men's Grooming Market: Contribution To Growth By Category, 1996-2000
      • Aftershave Is 23% Of Fragrance At Mass Market
      • Wet Razors Account For 78% Of Shaving Sales
      • Coloring Accounts For 72% Of Mass-Market Hair Products
    • Market Composition: By Retail Channel
      • 69% Of Men's Grooming Sales Occur In Mass-Market Outlets
      • Mass Merchandisers Are Responsible For 45% Of Sales At Mass Market
      • Supermarkets Do Best With Deodorants, Poorest With Fragrances
        • Table U.S. Men's Grooming Market: Retail Outlet Share Of Mass-Market Sales By Category, 2000
    • Market Composition: By Season And Region
      • Sales By Season: Sales Are Strongest In The Fourth Quarter
      • Regional Use Of Men' Grooming Products Varies By Category
  • The Marketers
    • Hundreds Of Marketers Sell Men's Grooming Products
    • Men's Grooming Specialists, Fragrance Companies, Toiletries Marketers
    • Prestige And Mass Marketers
    • Multi-Category Men's Grooming Companies
    • Smaller Multi-Category Men's Grooming Companies
    • Men's Fragrance Marketers
    • Shaving Marketers
    • Major Marketers Of Men's Haircare
    • All Major Deodorant Marketers Function In Other Categories
    • Men's Skincare Marketers
      • Table U.S. Men's Grooming Products: Selected Marketers, Brands, And Products, 2000 Part A
      • Table U.S. Men's Grooming Products: Selected Marketers, Brands, And Products, 2000 Part B
    • Marketer/Brand Shares Of Men's Grooming
      • Gillette Dominates Mass Market Men's Grooming
      • The Top Ten Marketers Account For Four Of Every Ten Dollars
      • Most Second-Tier Players Are In Shaving And/Or Deodorant
      • Of Third-Tier Marketers, All Save Bic Compete In Hair
        • Table U.S. Men's Grooming Market: Estimated Marketer Shares Of Mass Market Men's Grooming Products, 2000
    • Marketer/Brand Shares Of Men's Shaving Products
      • Top Six Marketers Account For 97% Of Sales
      • Gillette Rules With Almost 69%
      • Pfizer a Distant Second In Shaving Overall
      • S.C. Johnson And Bic On Third Tier
      • Colgate-Palmolive And American Safety Razor Had Shares Under 2%
        • Table U.S. Men's Grooming Market: Estimated Marketer/Brand Shares Of Mass Market Men's Shaving Product Sales, 2000
    • Marketer/Brand Shares Of Men's Aftershave And Fragrance
      • Joh. A. Benckiser In a Class By Itself
      • Seven Other Marketers With Shares Over 2%
        • Table U.S. Men's Grooming Market: Estimated Marketer/Brand Shares Of Fragrance Products In Mass Market Outlets, 2000
    • Marketer/Brand Shares Of Men's Deodorant
      • A Concentrated Market
      • Gillette, Colgate-Palmolive, And Procter & Gamble Account For 87% Of Sales
      • Revlon And Elizabeth Arden Are Remaining Marketers In Men's Deodorant Category
        • Table U.S. Men's Grooming Market: Estimated Marketer/Brand Shares Of Mass Market Men's Deodorant, 2000
    • Marketer/Brand Shares Of Men's Haircare Products
      • Combe Leads With Grecian Formula And Just For Men
      • All Other Marketers Have Shares Of 5% Or Less
        • Table U.S. Men's Grooming Market: Estimated Marketer/Brand Shares Of Mass Market Men's Haircoloring, 2000
    • Competitive Profile: Beiersdorf Ag
      • Sales Of 4.1 Billion Euros In 1999
      • Seventh Place Mass Market Skincare Company In The U.S.
      • New Mass Market Men's Skin Line Introduced In 2001
    • Competitive Profile: Bristol-Myers Squibb Company
      • Sales Of $18 Billion In 2000
      • Clairol Targets Men With Three Haircoloring Products
      • Targeting Different Demographic Groups
      • Clairol To P&G
    • Competitive Profile: Colgate-Palmolive Company
      • Sales Of $9.4 Billion In 2000
      • Declining Shares And Limited Activity In Shaving Cream And Fragrance
      • Only Deodorant Sales Grow Faster Than The Market
    • Competitive Profile: Combe Inc.
      • Privately Held
      • Familiar Brands Include Grecian Formula And Just For Men
      • A Focus On Advertising Rather Than Promotion
      • Facing New Competition In Haircoloring
    • Competitive Profile: Coty Inc. (Subsidiary Of Joh. A. Benckiser Gmbh)
      • Leading Marketer Of Mass Market Fragrances
      • Mass Market And Prestige Brands
      • More Like Fragrances Than Shaving Lotion
      • Capitalizing On Adidas Moves
      • Moving Into Other Men's Toiletries
      • Men's Body Sprays And Men's Skincare
    • Competitive Profile: The Estee Lauder Companies Inc.
      • Sales Of $4.4 Billion In Fiscal Year 2000
      • A Global Skincare And Cosmetics Marketer
      • Rule Makers And Rule Breakers: Brands For Every Prestige Niche
      • The Leading Prestige Men's Grooming Marketer
      • The First Men's Skincare Line: Clinique's Skin Supplies For Men
      • Aramis Lab Series And Surface
      • Fragrances And Toiletries In The Tommy Hilfiger Brand
      • Men's Fragrances In Several Brands
    • Competitive Profile: The Gillette Company
      • Net Sales Of $9.3 Billion In 2000
      • Familiar Brands In Shaving, Deodorants, Oral Care, And Batteries
      • Bumpy Performance In Late 1990s
      • Mach3 System
      • Gillette's Deodorants
    • Competitive Profile: The L'Oreal Group
      • Largest Beauty Products Company
      • U.S. Subsidiaries L'Oreal Usa And Soft Sheen, Inc.
      • L'Oreal Comes Late But Aggressively Into Men's Haircoloring
      • Prestige And Crossover Men's Fragrances And Toiletries
      • Ralph And Armani Lines Venture Into Bath And Shower Category
      • Men's Grooming Products In Carson Products, L'Oreal's Ethnic Line
    • Competitive Profile: Pfizer Inc.
      • A Pharmaceutical Giant With Sales Of $29.6 Billion In 2000
      • Men's Grooming Products
      • Barbasol's Sales Slide
    • Competitive Profile: Procter & Gamble
      • Sales Of $40 Billion In Fiscal Year 2000
      • Company History
      • Familiar P&G Brands
      • New Emphasis On Personal Care, Beauty, And Health
      • P&G's Men's Grooming Brands
      • Old Spice Deodorants And Fragrance/Shaving Lotion
      • Old Spice Having a Harder Time In Fragrance
      • Giorgio Of Beverly Hills: Successful "Masstige" Fragrance
    • Competitive Profile: Revlon Inc.
      • Sales Of $1.5 Billion
      • Revlon History
      • Mitchum Sales Flat Between 1996 And 2000
      • Sell-Off Of American Crew
    • Competitive Profile: S.C. Johnson
      • Sales Of $4.2 Billion In 2000
      • Familiar Brands That Dominate Their Categories
      • Leader In Men's Shaving Cream And Shaving Cream Overall
    • Competitive Profile: Societe Bic
      • A Fortune In Things Disposable
      • First Disposable Razor
    • New Product Trends
      • Pace Of New Product Introductions: Trend Is Upward, But Bumpy
        • Table U.S. Men's Grooming Market New Product Introductions By Category, 1996-2000
      • Full, Multi-Category Men's Grooming Lines
        • Table U.S. Men's Grooming Market New Product Trends: Multi-Category Brands, 1999 And 2000: Part A
        • Table U.S. Men's Grooming Market Selected New Product Introductions: Fragrance-Based, 1999 And 2000: Part A
        • Table U.S. Men's Grooming Market Selected New Product Introductions: Fragrance-Based, 1999 And 2000: Part B
        • Table U.S. Men's Grooming Market Selected New Product Introductions: Fragrance-Based, 1999 And 2000: Part C
      • Licensed Brands, Designer And Celebrity Names
        • Table U.S. Men's Grooming Market Selected New Product Introductions: Licensing, 1999 And 2000
      • Men's And Women's/His & Hers
        • Table U.S. Men's Grooming Market Selected New Product Introductions: Men's And Women's, 1999 And 2000
      • Natural Introductions Are Less Common Than In Women's Personal Care
        • Table U.S. Men's Grooming Market Selected New Product Introductions: Natural, 1999 And 2000
      • Sport Themes Are Common
        • Table U.S. Men's Grooming Market Selected New Product Introductions: "Sport" In Name Or Sport Theme, 1999 And 2000
      • Revivals Of Dormant Brands
        • Table U.S. Men's Grooming Market Selected New Product Introductions: Revivals, 1999 And 2000
    • Estimated Advertising Expenditures
      • $215 Million In Estimated Advertising Expenditures In 2000
      • Gillette Out In Front With $58 Million
      • Combe, Pfizer, And Procter & Gamble On Next Tier
      • Bic, Estee Lauder, And Joh. A. Benckiser Spend Over $10 Million Each
      • Six Other Marketers Spent Over $1 Million But Less Than $10 Million
    • Advertising Positioning
      • Prestige And Mass Market Styles Are Very Different
      • Image Is Everything In Fragrance Copy And Art
      • Family Values In Calvin Klein's Eternity For Men
      • Samples Common In Fragrance Print Advertising
      • Skincare Made Macho In Nivea Skincare Ads
      • Sports Themes Are Often Used To Help Make Grooming Masculine
      • Just For Men Positioned On Convenience
    • Consumer Promotions
      • Consumer Promotions Are Varied And Sophisticated
      • Importance Of Sample For New Types Of Men's Grooming Products
      • Publicity Events
      • "Educational" Web Sites
      • Gift-With-Purchase Associated With Prestige Fragrances
  • Retail And Distribution
    • Distribution
      • Distribution Paths Are Complex And Varied
      • Diversion And The "Gray Market" Is Widespread In Men's Fragrance
    • At The Retail Level
      • Retail Picture Grows More Complex
      • Prestige Holds Its "Wn Against Mass
      • Femininity Of The Retail Environment
      • Men Thought To Prefer Self-Service
    • At The Retail Level: Prestige
      • Price, Selection, And Service
      • Department Stores In Changing Times
      • Strengths In Fragrance, Skincare, And Bath & Shower
      • Specialty Stores Priced Lower, With Smaller Selection
    • At The Retail Level: Mass Market
      • Mass Merchandisers, Drugstores, And Supermarkets
      • Mass Merchandisers "Ffer Low Prices And Wide Selection
      • Mass Merchandisers Lead In Men's Grooming
      • Drugstore Share Dwindling
      • Supermarkets Stay Away From The Higher Price Points
        • Table U.S. Men's Grooming Market Retail Share Of Men's' Grooming By Category, 2000
    • At The Retail Level: Alternative Retail
      • Natural Foods Stores
      • Direct Marketing
      • The Internet "Ffers Embarrassment-Free Purchase
  • The Consumer
    • Demographics Of The Men's Grooming Consumer
      • Note On Simmons Market Research Bureau Data
      • The Meaning Of The Profile Tables
    • The Men's Aftershave/Cologne Consumer
      • 59 Million American Men Use Aftershave Or Cologne
      • Differences Among Light, Medium, And Heavy Users
        • Table Demographic Factors Favoring Men's Use Of Aftershave/Cologne, By Heaviness Of Use, 2000
      • Aftershave Vs. Cologne
        • Table Demographic Factors Favoring Men's Use Of Aftershave Vs. Cologne, 2000
      • Age And Class Are Key To Brand Preferences
        • Table Demographic Factors Favoring Men's Use Of Aftershave/Cologne By Brand, 2000
    • The Men's Shaving Product Consumer
      • 64 Million Men Use Shaving Cream
      • Shaving Cream By Type
        • Table Demographic Characteristics Favoring Use Of Shaving Cream Or Gel, In Total And By Type, 2000
        • Table Demographic Characteristics Favoring Use Of Shaving Cream Or Gel By Type, 2000
      • Razors: Disposable And Non-Disposable Distinguished By Income
        • Table Demographic Characteristics Favoring Use Of Disposable Vs. Non-Disposable Razors, 2000
      • Brand Profiles Of Disposable Razor Users: Bic, Gillette, And Schick
        • Table Demographic Characteristics Favoring Use Of Disposable Razors By Brand, 2000
      • Brand Profiles Of Popular Razor Systems: Gillette And Schick
        • Table Demographic Characteristics Favoring Use Of Non-Disposable Razors By Brand, 2000
    • The Men's Deodorant Consumer
      • The Most Widely Used Men's Grooming Product
      • Differences Among Light, Medium, And Heavy Users
        • Table Demographic Factors Favoring Use Of Deodorant By Heaviness Of Use, 2000
      • Right Guard, Mennen, Old Spice, And Gillette Lead In Popularity
        • Table Projected Numbers Of Male Deodorant Users By Brand, 2000
    • The Men's Hair Product Consumer
      • 5.2 Million American Men Use Haircoloring; Two Age Groups
        • Table Demographic Factors Favoring Men's Use Of Haircoloring, 2000
      • Permanent More Widely Used Than Temporary Or Semi-Permanent
      • 20 Million American Men Use Hairspray
        • Table Demographic Factors Favoring Men's Use Of Hairspray, 2000
      • Unisex Brands Are More Widely Used Than "Male" Brands
      • Around 23 Million Use Non-Spray Hairstyling Products; Most Not Specifically Male
      • Brylcream, Vitalis, And V05 Users: Die Hards
        • Table Demographic Characteristics Favoring Use Of Men's Hair Styling Product By Brand, 2000
      • Gel Is The Most Popular Product Type Other Than Spray
        • Table Demographic Factors Favoring Use Of Hairstyling Products By Type, 2000
  • Addresses Of Selected Marketers

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