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Rethinking Male and Female Health & Beauty Routines

October 1, 2012 - Rockville, MD

Men account for 47% of the volume of Health & Beauty products used, yet many in the industry underestimate the size of the Male Grooming market. This equates to over 3,000 million liters of Health & Beauty products used in one year. Despite high rates of consumption by men, there are significant gaps compared to women in Haircare, Personal Hygiene and Skincare. If men start consuming more, this equates to potential growth of tens of millions of liters.

Many in the industry, especially in Western markets, expected a surge in the consumption of male branded products in the past few years, but growth has been more steady than spectacular. This is partly a result of men already using more grooming products than was realized and partly as a result of ineffective targeting of men by age groups and country.

Men seek out age-specific solutions more often than women. However, effective targeting of age-related needs can be difficult: people are interested in these benefits, but targeting needs created by age requires carefully thought out approaches or advertising risks alienating these consumers.

Growth in the BRIC region will be driven by females adopting Western-style consumption patterns. This is creating a global female consumer, which makes it easier to manage a global brand for women. However, in Female Personal Hygiene, products should be positioned differently between BRIC and non-BRIC regions. Hygiene is a significant issue in BRIC, as shown by the success of Dettol in India, where the brand has extended its sanitation credentials to develop a successful Personal Care range. In contrast, health is less of an issue for consumers in the non-BRIC region, who look for comfort and indulgence in their Personal Hygiene products.

Women are comfortable using men's products to meet needs which aren't being met by products targeted at them. For instance, women will use men's disposable razors blades if they perceive them to be more effective or better value for money. Equally, they will use a Male Fragrance if they prefer its scent.

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