New research from Mintel Beauty Innovation shows manufacturers turning up the heat on advanced male grooming.

Mintel Beauty Innovation has seen a dramatic increase in the number of new personal care products launched for men. So far in 2008, Mintel has tracked over 500 new men’s personal care products in the U.S., a substantial increase from the 375 launched in 2007. Globally, Mintel has recorded more than 3,600 new men’s personal care product launches to date in 2008.

But beyond increased volume in the marketplace, Mintel Beauty Innovation’s Taya Tomasello sees more men’s personal care products being designed for advanced male grooming:

“Beauty manufacturers are trying to stay one step ahead of men’s evolving grooming habits. New personal care products launched for men today step beyond the basics of showering, shaving and deodorizing. At both the high and low ends of the market, new men’s grooming products try to provide tangible benefits based on appearance, specific body needs and ethical concerns.”

Mintel Beauty Innovation sees rapid growth in four areas of advanced male grooming:

• Lip-, eye- and hand-specific. Premium and mass market brands alike now offer products for men that promise to enhance certain areas of the body. Clarins Men Lip Guard and Jack Black Industrial Strength Hand Healer emphasize functionality, not preening, to appeal to ordinary men. Still other products like L’Oréal Men Expert eye cream and the 4VOO Shape and Shine Nail Set target men seeking a flawless appearance.

• Makeup and self-tanning. Makeup for men is still a super-premium, niche market in the U.S., but Mintel Beauty Innovation has seen many new brands emerge this year. Jean Paul Gaultier Monsieur and Clinique Skin Supplies for Men remain key players. Many personal care brands, including L’Oréal, also feature self-tanning products for men.

• Anti-aging and exfoliating ingredients. Men’s grooming lines increasingly boast semi-scientific claims based on anti-aging or exfoliating ingredients. Biotherm Homme’s High Recharge Non-Stop Moisturizing Anti-Fatigue Concentrate uses the anti-aging ingredient ginseng, but others have included co-enzyme Q10 or creatine for anti-aging benefits. Exfoliation has become a focus as well with products like Unilever’s Axe Skin Contact Smoothing Shower Scrub featuring cactus milk to exfoliate and smooth the skin.

• Organic, natural and ethical. Mintel sees organic and natural products driving growth in many sectors; men’s personal care is no exception. John Allan’s facial moisturizer features natural ingredients, while Aveda Men uses organic ingredients in its hair care. The Body Shop has long promoted ethical causes and opposed animal testing.

“In contrast to women’s personal care, the market for men’s grooming is just opening,” remarks Taya Tomasello. “Our research shows men are far less likely than women to use skin care products like moisturizers, exfoliants or even body washes. So tailoring new products to the needs of beauty-inexperienced males will help manufacturers expand the advanced men’s grooming market.”

More info: www.mintel.com