Check out the new website SCforM.com and you’ll soon see, men’s grooming has moved waaaay past a shave and a haircut. Beauty blogs and sites dedicated to the needs of beautifying our “tougher” sex. Metro-sexual is the new black, and American male consumers spent over $5 billion on men’s grooming products last year, over half of which went into skin care and cosmetics, according to the market data firm Euromonitor International–almost double what they spent in 1997. Just pay one visit to a local Sephora and you’ll see the expansion of the men’s beauty section.
A 2009 report by Packaged Facts, a market research firm, expressed high hopes for the product category, with men spending an average of 51 minutes each day to groom themselves, compared to 55 minutes for women.
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.”
Men are using product lines by brands like Menaji.com, which bills itself as a “masculine” and “undetectable” line of cosmetics and skin-care products–which reports a 70 percent increase in online sales over the last three years, according to Michele Probst, the makeup artist who founded the company 10 years ago. Men can now easily treat acne, cover-up under-eye circles, conceal dark spots, groom brows, and even treat Rosacea.
At 4Voo, a seven-year-old Canadian company, sales have tripled over the last four years, according to Marek Hewryk, the founder. Its products — all targeted to men — include a lipstick-shaped concealer called Confidence Corrector ($34); a Lash and Brow Styling Glaze, applied with a mascara wand ($23); and even an eyeliner ($19).
Canadian company KenMen, has quadrupled sales since 2005, according to Lee Gilbert, its founder. KenMen’s products include Guy-liner pens ($22), a slightly tinted lip salve ($25) and pens ($22) to “sculpt and define” eyebrows and to fill gaps in beards.
Among the big-name brands that make products for men are Jean Paul Gaultier, Yves Saint Laurent and Clinique.