Male grooming market grows The men’s grooming market is one of the largest emerging segments. Growing dramatically in recent ears, this segment is expected to continue rapid growth globally in all grooming categories. As social pressure, competitive environments and mainstream acceptance spur en to look their best, there is an ever increasing desire r their own grooming products. Moving beyond prestige and specialty distribution channels, male personal care has become mainstream, attracting men of all ages, styles and income levels. Men tend to be extremely brand loyal and have specific product requirements that they seek in personal care products. Healthy-looking skin is associated with a youthful appearance. Men are becoming more aware that skin care1s an essential part of a thorough and effective grooming routine. Men understand that there are specific skin types (dry, oily or combination) and are demanding products that cater to their individual needs. Men tend to have thicker, oilier skin arid significantly larger pores than women. Also typical of a male grooming routine is daily shaving - an aggravating actor that removes the skins hydolipidic barrier and leads to a loss in natural environmental protection. Quality shaving products have become the largest segment within the men’s toiletries category and men are demanding shaving and post- shaving products that offer moisturisation, help prevent razor burn and minimise ingrown hairs (pseudofolliculitis barbae). Sought after products provide emolliency and soothing benefits to calm and minimise redness in skin. What men want • Quick and easy-to-use products • Easy to understand packaging clearly identifying product function • Multi-functional and multi-beneficial products • Products which are light and easily absorbed into the skin • Light, subtle fragrances From P & C Review