In response to growing demand, Procter & Gamble and a local CVS pharmacy in Charlotte have created a prototype “Guy Aisle” to make it easier for men to find the grooming products they need without having to wade through a plethora of girlie products. Nielsen predicts the $2 billion men’s grooming business will grow to $3 billion by 2012.

“Men are buyers, not shoppers,” said Michael Norton, director, external relations, male grooming at Gillette. “They want to get the shopping done, and with all their grooming needs in one aisle, it makes shopping easier, quicker and simpler.”

Today, men are paying more attention to how they look, which Norton noted is partly due to a trend being driven by athletes and celebrities. “From the revival of the barbershop to a demand for innovative men’s beauty products, it is clear that men are not afraid to scrub, moisturize and put their best face forward,” he said.

The new CVS/pharmacy Men’s Grooming Section includes products specifically designed for men’s unique grooming needs including Gillette, Old Spice and Head & Shoulders.