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Wise guys

Men’s grooming has certainly come a long way since the days of Old Spice and the great smell of Brut. The market has never been more awash with choice.

Men are on a par with women now when it comes to a grooming routine. They are much more product savvy; they are generally eco conscious about packaging; and they are want to know what ingredients they are putting onto their body/hair/face. Manufacturers have really stepped up to the plate to meet this need and target the male market in a much more nuanced way.

One great example which encompasses all of these factors is Bulldog, a men’s skin and shaving brand which has further expanded with its new Age Defence range. This includes Age Defence Moisturiser (RRP £8); Age Defence Serum (RRP £12) and Age Defence Eye RollOn (RRP £10), which harness the powers of rosemary, Echinacea and Vitamin E to fight the free radical damage which can affect men as they age.

Keeping it simple

Simon Duffy, Bulldog’s founder, tells Beauty Magazine that simplicity with skin care is still important to men: “For many, the world of male skin care is becoming too complex – there
is so much jargon out there! We have always tried to keep Bulldog products simple and straightforward to understand and use.

“Sustainability is also becoming more of a key driver for purchase. Recently we moved our tube packaging into sugarcane plastic, which comes from a renewable source grown responsibly in Brazil. For every 100 tonnes of sugarcane plastic used in Bulldog tubes, 309 tonnes of carbon dioxide are taken out of the environment.”

He also highlights the importance of natural ingredients, which has always been at the centre of Bulldog’s formulations, and the growing trend for veganism in the UK. He believes this will have an impact on beauty wares going forwards.

Men are more likely to shop online for their grooming items too. “The rise in online shopping has certainly hit male skin care,” adds Duffy. “It will continue to have a transformative impact. Men will always appreciate great choice and convenience, and if online retailers are delivering on that better than conventional retail, then it should be no surprise if more men make the switch.”

Unisex appeal

Now, do you think a husband and wife are ever likely to use the same grooming product? Lynx certainly thinks so with the recent launch of its Unity product, which comprises a Deodorant Bodyspray (RRP £3.15) to sit alongside its other more male-targeted deodorants.. Containing notes of honeydew melon and sandalwood to appeal to both genders, and couched in pink and black packaging for the same reason, this may well be a trailblazer for other products to follow.

Ben Lambert is the co-founder of PB Creative, which supported the launch of Unity with the
Lynx ‘Find Your Magic’ promotion. He says: “The campaign embodies a shift in thinking about what it means to be a man, and Lynx changed its message from revolving around traditional notes of masculinity to celebrating individuality. They have worked with boxer Anthony Joshua here because although he is a boxer he doesn’t fit the macho stereotype; rather he represents striving to be the best version of you.

“What it means to be male or female today is becoming increasingly nuanced, and the concept of gender neutral isn’t new here but it is a tricky area. Rather than designing within the bland ‘middle space’, Lynx Unity instead makes a statement. The pink and black of the packaging will appeal to all customers.”

Beard benefits

Shaving and beard/moustache care will always be a crucial area in male grooming and there has been a lot of new product development (NPD). You could recommend to your customers the Philips Smart Shaver Series 7000 (RRP from £80) which uses SmartSensor Technology to track shaving techniques, or the Philips Beard Trimmer Series (RRP from £80) which boasts an in-built vacuum to capture cut hairs internally thus avoiding any mess. 

Bulldog Original Beard Oil (RRP £5.50) can help customers soften any bristly facial hair while Tropic Skincare’s Look sharp sensitive shave (rrp £16) is a 2-in-1 shaving lotion and softening beard lotion. It has a non-foaming formula for a close, smooth shave.

The Bluebeard’s Revenge bills itself as the ‘ultimate shaving and grooming experience for real men’ and has a plethora of wares to tempt those who need to keep their facial hair slick and neat. Recent arrivals to market include a Barbershop Quality Face scrub and its Talc for Men, which sit alongside its bestseller the Classic Blend Beard Oil (RRP £9.99).

Natural push

Nick Gibbens is the marketing manager for The Bluebeard’s Revenge. He believes men need grooming products that are increasingly tailored. “Men now go for products that are specifically designed to their individual skin types – men and women have very different skin so our products need to reflect this. Oily and sensitive skin is increasingly an issue that we need to address.

“We find men want natural ingredients where possible, and parabens and sodium lauryl sulfates (SLS) are a big turn off for them. Animal testing is also a big no-no for brands. Overall men are spending much more on male grooming than they did and this is only set to rise.

“The rise of the metrosexual male and the end of the taboo around male grooming, combined with the growing popularity of social media, has meant men are much more comfortable buying grooming products than ever before. Online shopping has opened up an additional sales channel and has certainly played a part in the male grooming boom.”

Facing the future

Face care is as big an area now for men as for women and there have been some significant new launches in the past 12 months. Barber Pro’s Face Putty (RRP from £10.80) is a skin rejuvenating formula containing charcoal to loosen blackheads and cleanse deep into the pores – perfect for the customer who is prone to a breakout. Meanwhile Pevonia’s Spa Care for Him Collagen Boost Face Balm (RRP £66) is formulated with marine collagen and vitamins C and E to help slow signs of ageing.

High end skin care brand Stoer Skincare for Men is new to market and the Firm and Protect Serum (RRP £40) is said to be flying off the shelves, utilising the brand’s Clima 5 Technology to combat environmental aggressors and strengthen the skin’s natural barrier. Foaming Face Wash (RRP £24) and Detox Face Scrub (RRP £27) are other standouts from the line-up.

Charlotte Moreso is marketing consultant for the brand and told Beauty Magazine why this range is unique: “We use Cosmetic Drone Technology, which is contained in our two leave-on serum products, to deliver the ingredients exactly where they are needed on the skin. In our brand it’s the case that science, technology, looks and performance meet to create skincare gold for men.”

In other NPD news Calvin Klein’s Obsessed for Men recently scooped the top prize at The Beauty Awards 2017 while Nanogen’s 5 in 1 Thickening Shampoo and Conditioner for Men was highly commended in the same category and claims to shampoo, condition, exfoliate, thicken and strengthen all at the same time.

Other key fragrance and hair launches in the past year include the much feted Tom Ford’s Noir and Creed’s Original Vetiver; while Vo5’s Extreme Style Matt Paste and Bed Head by Tigi’s Hard Head Mowhawk Gel aimed to control male barnets.

Grooming genius

British style icon and football legend David Beckham has launched his much-lauded House 99 concept in partnership with L’oréal Luxe. The range of 21 products aims to cover all aspects of male grooming in one range and includes Seriously Groomed Beard & Hair Balm; Smooth Back Shaping Pomade; Greater Look Face moisturiser; and Bold Statement Tattoo Body Moisturiser SPF30 (Beckham is a famous tattoo enthusiast after all). Beckham is aiming to reach many different types of men with the roll-out and says he hopes to create a ‘community of grooming aficionados’.

Meanwhile, in a blast from the past, Tabac – an old favourite fragrance brand – is diversifying into beard products with the launch of Tabac Beard oil (RRP £6). It uses the famous original scent and is a move to capitalise on the recent boom in male beard products. There are even targeted face masks for men rolling out, with nügg debuting its Face Mask Detoxifying and Face Mask Revitalising (RRP £3.99 each), with each one targeting male skin with its cooling and refreshing properties.

The final word must go to male cosmetics brand MMUK Man. It is making high street history by opening the very first make-up store exclusively for men, where customers can get their hands on signature products such as Manscara and Beard and Brow Filler. The upper floor of the Brighton store is set to house high-end brands such as Clinique, Jack Black and Vitamin. Form an orderly queue please!

Men are on par with women now when it comes to a grooming routine

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