SUBSCRIBE

Breaking News on Cosmetics Formulation & Packaging in North AmericaEU editionAPAC edition

Headlines > Market Trends

Read more breaking news

 

 
Voice of the Industry

Will King fights for personal care players in sluggish male grooming sector

By Michelle Yeomans+

08-Apr-2014
Last updated on 27-Aug-2015 at 10:51 GMT2015-08-27T10:51:02Z

Will King fights for personal care players in sluggish male grooming sector
Will King fights for personal care players in sluggish male grooming sector
Loading the player...

The rambunctious founder of UK men’s grooming brand King of Shaves says he disagrees with the suggestion that the big personal care players do not know how to communicate with men.

The KoS boss challenged a comment made last year by ambitious young entrepreneur Simon Duffy, co-founder of Bulldog Skincare for Men that sluggish growth in the sector was not just down to the economy but that the problem was with some of the big UK players approaching men in a similar way. 

At the time Duffy told CosmeticsDesign-Europe.com; “I think with skin care brands, it's down to the fact that they haven’t done a good job at it, rather than men being inherently difficult to communicate with."

However, on putting this to King, the industry veteran disagrees and reckons Bulldog is still small and will only continue growing off of a small base.

It’s easy growing off of a small base. But it’s tough keeping up that growth to a level of £10/12 million."

"Look," King says matter of factly; “Of course it’s not about the industry not knowing how to communicate with menThe likes of Nivea and L'Oréal would argue that they have done a great job doing it over the last 10 - 15 years."

He informs this publication that men will only engage with skin care more when they feel they need to and L'Oréal understands that which is why they market to an older generation compared to the males that use Lynx, for example.

There is a problem with the language though…

Giving credit where its due though, King says if we are solely looking at the language of ‘grooming’, an industry word that has come to define a sector, then Duffy may be on to something.

"The whole language part of it, I think Simon is bang on in that the way you use it to appeal to men must be right," he says.

The CEO says there isn't one simple adjective that describes a man’s single routine though. "If a guy is told he’s beautiful it doesn’t work. He wants to be macho, handsome, cool, rugged, thoughtful or deep."

So when it comes to the likes of 'beautification' for what the sector is and the name of it, it is an issue.

"I’ve been in this business 20 years and I don't think you will see men at scale wearing mascara, eyeliner, epilating or depilating any time soon."

Click to hear King also talking about why there's no middle ground anymore and how it's not good for the sector.

Loading...

**If you see yourself as an industry expert and would like to take part in a ‘VOI’ series on a key issue please contact us via the editor button below for consideration.***

Will King fights for personal care players in sluggish male grooming sector

Will King fights for personal care players in sluggish male grooming sector

The rambunctious founder of UK men’s grooming brand King of Shaves says he disagrees...

Mibelle Biochemistry unveils anti-ageing snow algae extract

Mibelle Biochemistry unveils anti-ageing snow algae extract

Dr Fred Zülli

Managing Director Biochemistry, Mibelle Biochemistry

Chris Kilham talks sustainable sourcing

"The industry does not want to be caught with its' pants down," says sustainable expert

That expert is Chris Kilham, better known as the ‘Medicine Hunter’ whose life consists of...

Merck launches new skin care actives

Merck launches new skin care actives

Dr Dagmar Kleefeld

Global Marketing Manager Cosmetics, Merck Performance Materials

HallStar chief talks about expanding into the naturals arena

HallStar chief talks about expanding into the naturals arena

CosmeticsDesign.com USA spoke to John Paro, CEO of specialty chemical player HallStar, who explained...

Sustainability and design dominate discussion as Luxe pack New York continues to grow

Sustainability and design dominate discussion as Luxe pack New York continues to grow

Fanny Monod

Marketing Manager, IDICE (Show organisers)

GreenPalm issues sustainable palm oil production plea

GreenPalm issues sustainable palm oil production plea

Bob Norman

General manager, GreenPalm

Naturex set for “one or two” acquisitions in 2011: President

Naturex set for “one or two” acquisitions in 2011: President

Jacques Dikansky

President and chief executive officer, Naturex

Unpacking bioplastics’ environmental footprint

Unpacking bioplastics’ environmental footprint

Steve Davies

Marketing Director , Natureworks

Eve Pearl eyes the next stage in the development of her beauty empire

Eve Pearl eyes the next stage in the development of her beauty empire

Eve Pearl

Founder & CEO, Eve Pearl Beauty Brands

Why Primal Pit Paste won Beauty Pitch 2016

Why Primal Pit Paste won Beauty Pitch 2016

Amy Cazin

Founder, P3 Pure

From Power Ranger to skin care entrepreneur: The Jennifer Yen story

From Power Ranger to skin care entrepreneur: The Jennifer Yen story

At the recent Cosmoprof North America event in Las Vegas, Cosmetics Design got to...

CD Buzz: in-cosmetics North America personal care ingredient business

CD Buzz: in-cosmetics North America opens this month

The two-day event makes its New York City debut this month. And in this...

100% Pure, one year on from winning Beauty Pitch 2015

100% Pure, one year on from winning Beauty Pitch 2015

Rick Kostick

Co-founder, 100% Pure

Cosmoprof Vegas organizer talks about the biggest show to date

Cosmoprof Vegas organizer talks about the biggest show to date

Daniela Ciocan

Show Director, Cosmoprof North America

CD Buzz: Indie Beauty Focus

CD Buzz: Indie Beauty Focus

Ahead of the Indie Beauty Expo in New York City this month, the Cosmetics...

Dow Corning's platforms new possibilities for hair styling products

Dow Corning's platforms new possibilities for hair styling products

FeiFei Lin

North America Hair Care Leader, Dow Corning

Key Industry Events

in-cosmetics Latin America

Sao Paulo / Conference and exhibition

Read more

29th IFSCC 2016 Congress

Orlando, FL / Conference and exhibition

Read more

The Healthy & Natural Show

Chicago / Conference and exhibition

Read more

Access all events listing