Special newsletter: Men's grooming

The Men’s Grooming Special Edition Newsletter

By Simon Pitman

- Last updated on GMT

The Men’s Grooming Special Edition Newsletter
Today we are publishing the first of our special edition newsletters for 2015, and to kick things off we are taking you on an extensive exploration of the men’s grooming category.

Four feature articles cover all bases, including the latest trends, regulation pitfalls, getting packaging right and what consumers want in the fast-paced Asian market.

Men’s trend: natural, youthful, primal

The all-important trends article, which for most is the starting point, indicating what types of products men are looking for and how product launches are adapting to these needs​.

The narrative explains how male consumers, who once left personal care shopping to their partners, are now looking for a fresh look that combines simplicity with healthy and effective products.

Anthony Sosnik, founder and CEO of Anthony Brands explains how he has tried to raise awareness of how natural ingredients can be good for the body and skin, while some consumers are becoming increasingly knowledgeable and are looking to avoid formulations with parabens and preservatives.

Time for men’s grooming to stand out by going novel

Packaging has always been a crucial element in the personal care buying process, but as the men’s grooming category evolves, it is safe to say that the time might be right to leave behind the generic black packaging that has come to identify this category.

In this article, Mintel senior global packaging analyst Benjamin Punchard points out the growing importance of making a product stand out from the crowd​.

Evidently the time is right to really make a splash in the category, which is a call that is likely to get the creative juices of packaging designers around the world really flowing.

How to keep male grooming products on the right side of the law

This article focuses on the fact that there are specific product categories that throw up unique challenges for men’s grooming, while there are also significant differences between regulations in Europe and the U.S.

We spoke to Angela Diesch, attorney and partner at Kronick law firm, who pointed out a series of pitfalls for the shaving, hair loss and anti-ageing categories​, while further explaining differences lawmakers have made to get products regulated on either side of the pond.

Specific to this, the article takes a look at claims, which have to be very carefully worded if a product is to be marketed as an actual cosmetic and not a drug.

What men want? Navigating Asia’s male grooming demand

The Asian men’s grooming market follows quite different lines to that of Europe and the U.S. with both physiological differences and a more varied climate both coming into play.

This photo gallery highlights some of the key trends in this varied and extensive region​, highlighting the fact that a lot of products being incorporated into daily personal care routines are very different to other parts of the world.

Indeed, Jamie Mills, associate analyst at Datamonitor Consumer reports that 54% of Asian males believe their looks and appearance to be important, versus 44% in Western Europe, a fact that is underlined in a variety of ways throughout this gallery.

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