Death of the metrosexual? Kline claims male grooming is more mainstream

By Andrew McDougall

- Last updated on GMT

Related tags Hair care products Marketing

Death of the metrosexual? Kline claims male grooming is more mainstream
The growing popularity of male grooming products in 2012 has taken the category into the mainstream and could see the term ‘metrosexual’ become obsolete according to market analyst Kline.

Rising consumer demand for a number of skin and hair care products has stabilized the market and means the term ‘metrosexual’ no longer serves, as it no longer applies to a certain niche group.

More and more men are now adopting a daily grooming regimen as part of their lifestyle which has seen the market develop through demand for anti-wrinkle creams, scrubs, or face washes.

Everyday routine

“Men are increasingly using skin care products such as anti-aging creams, eye creams, energy-boosting serums, tinted moisturizers, blemish balms, and hand and body lotions as a part of their everyday routine,”​ says Nancy Mills, Industry Manager, Consumer Products.

Kline’s consumer research shows that just over a quarter of the male population in the United States use face cream sometimes and another one in five men use it regularly.

“Hair care products are also gaining popularity as leading marketers such as American Crew, John Paul Mitchell Systems, Procter & Gamble, and Unilever begin to offer a plethora of hair care products across relevant categories,”​ continues Mills.

Rising trends

Multi-functional and technologically advanced products are finding popularity with the male consumer due to the convenience of having a number of benefits in one product.

The use of natural ingredients is another rising trend, but male grooming products with organic ingredients are losing share to those with fewer natural ingredients, but higher efficacy.

According to Kline’s 2012 research report, the key drivers contributing to the market’s growth involve a wider range of consumers opening up to and becoming comfortable with the idea of male grooming, a number of new entrants in the market, technologically advanced products, innovative packaging, and clever marketing strategies targeting the male consumers exclusively.

Related topics Market Trends Skin Care

Related news

Show more

Related products

show more

Gentle skin exfoliation with Glucono-delta-Lactone

Gentle skin exfoliation with Glucono-delta-Lactone

Jungbunzlauer | 14-Nov-2022 | Clinical Study

Jungbunzlauer’s glucono-delta-lactone (GdL) is a polyhydroxy acid known as a mild, effective exfoliating agent. Its beneficial impact was proven in a four-week...

Cosmetics Trends: Upcycling cosmetic ingredients

Cosmetics Trends: Upcycling cosmetic ingredients

Actylis – The Partner of Choice | 02-Nov-2022 | Insight Guide

Natural and plant-based ingredients are a mainstay of the cosmetics industry, and new uses for these materials continue to emerge.

Planet-friendly performance

Planet-friendly performance

Covation Bio™ PDO | 18-Oct-2022 | Technical / White Paper

Zemea® propanediol is a 100% plant-based alternative to petroleum-based glycols and glycerin. Used as a humectant in a wide range of skin care applications,...

Related suppliers

Follow us