In countries throughout the world, the male grooming industry is flourishing. According to Datamonitor Consumer, 52% of global male consumers consider their appearance to be either important or very important.

In Asia, male grooming has been in its ascendency for some time, with products like Olay for Men, L’Oreal Men Expert and Nivea Men having grown quite popular. The category is reportedly growing by more than 20% a year in China, with evidence that middle-class Chinese men equate men’s beauty care with sophistication.

India has seen a similar aspiration-fueled consumption at play with category growth that’s even stronger than China’s. Over the last five years, Brazil has also seen standout category growth.

The potential for growth of the male grooming category in the U.S. only grows stronger as generations age. Generation X is living longer and feeling younger. They witnessed the metro-sexual movement and grew up watching makeover television programs. This generation is open to Botox and other procedures that make them look as young as they feel.

As Generation Y ages, they respond to more topical, natural treatments for anti-aging and grooming. When Millennial males think about grooming, they want the authentic, individualized feeling offered by “craft products.”

To tap into this potential, brands face the challenge of positioning products in a way that truly resonates with American men. Because most skin care and grooming brands in the U.S. are geared toward women, brands need to reposition themselves to let men know they understand their needs, too.

Brand positioning starts with understanding men’s current needs and then clearly communicating how a product will fulfill those needs. For example, with the prolific nature of the beard, younger men need beard control products.

Many niche players, such as The Bearded Man Co. Natural Beard Oil, have responded to this trend. This product speaks to young, “bearded men” with a clear-cut package design featuring the company’s brand mark and a four-word product description – Essential Natural Beard Oil. The website description further appeals to Millennial men by noting the product is free of harsh chemicals and crafted with clean, no-fuss ingredients.

Datamonitor Consumer has documented the increase of beard grooming products from just eight offerings in 2011 to 42 in 2014.

Understanding the need for a product is not enough. Men are not browsers and they need to feel comfortable picking up and purchasing these products. As such, it is critical to be crystal clear with straightforward packaging that quickly explains what the product does, how it works, and what the usage is.

To accomplish this, many men’s products feature stark, contrasting colors with bold typography. Lab Series exemplifies this straightforward packaging design, with a brand promise that speaks directly to men – High Tech. High Performance. Skincare for Men. Only.

Clinique for Men’s minimalistic packaging designs feature only the brand mark and a few words such as, “post-shave soother” and “face wash.” The brand’s promise exemplifies the perfect American male grooming product: Simple. Smart. Straightforward. Gillette’s overall positioning and tagline, “The best a man can get,” speaks directly to the American male. Its shelf presence is both powerful and contemporary, with a strong use of the blue and orange brand colors.

New technology features in grooming efficacy are a major selling point and Gillette highlights these prominently in both the visual and structural design of its packaging. Dove, which was formally known as a strictly women’s personal care brand, was completely reinvented with Dove Men + Care.

As a category-leading soap brand, Dove was smart to first launch men’s body wash and then expand the product line. The packaging is sleek and modern, utilizing pertinent terminology such as, “resilient” and “strong.” Nivea Men promises results that are easy and convenient to achieve. The brand’s simple navy and white color scheme also provides the perfect opportunity for stark, contemporary package designs.

The exponential growth in the male grooming industry abroad can be cultivated in the United States. To inspire this growth, American men need to know that brands understand their needs. This is especially true for brands formerly known only for female products.

Through clear messaging and concise, skillfully designed packaging that is comfortable for men to navigate, brands can reposition themselves to appeal to American men and stimulate growth of the United States male grooming industry.

ABOUT THE AUTHOR

Elle Morris leads Elmwood’s domestic growth strategies as president of the Americas.
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