| L’Oréal report reveals potential of male grooming market By Katie Nichol |
 The male cosmetics market in the UK is growing at double the rate of the women’s category, according to AC Nielson data cited in L’Oréal’s 2010 Men’s Grooming Report.
An online questionnaire conducted by L’Oréal UK in November last year revealed the changing perceptions of male grooming and its effect upon purchasing habits.
When questioned about which items men used that they could not live without, topping the list were shampoo (82 per cent), artificial tan (67 per cent) and sun protection (65 per cent).
However, despite the increase in male grooming products, men are continuing to use products designed for women (39 per cent), the survey found.
According to the managing director of L’Oréal UK & Ireland, Pierre-Yves Arzel, anti-ageing products are the key driver in the male grooming market.
Improving skin appearance seems to be a key concern for men. Fitting in with this, L’Oréal says its Hydra Energetic moisturiser, which claims to fight the signs of fatigue, is its number one male grooming product, selling more than half a million units each year.
L’Oréal has recently launched the latest addition to this range, the Ice Cool Eye Roll On, which is claimed to combat the appearance of dark circles and under eye bags.
L’Oréal innovations inspired by female products. Arzel cited this and Touche Éclat for Men as examples of products that have been developed using other L’Oréal innovations, the success of which is expected to lead to further activity in this area. “The Touche Éclat for Men concealer is L’Oréal’s first ‘make-up’ cosmetic for men and its success is testimony to the growing acceptance of men’s cosmetics products,” he said. “As acceptability grows further, we anticipate many more innovations inspired by the female cosmetics sector,” he added. |
feb 242011
