SALT LAKE CITY — Blink and you might have missed it. Walk through any department store and you might notice that things are changing in the men’s department.
A
growing trend among men represents the newest push in the cosmetic industry. Companies are trying to capitalize on the fastest growing and newest segment of the market — men. Corporate Interest in the men’s grooming products is high in the U.S. Retail sales have jumped and now totaled an estimated at $2.4 billion in 2011.
Marketing is not like it was a few short years ago, back then, marketers relied on women to buy their men products, but not anymore. Much to the surprise of manufacturers and retailers, men are increasingly buying their own products and manufacturers are trying to appeal to their masculine side in marketing campaigns.
Makeup and cosmetic companies are advising retailers to stop short of mentioning the words cosmetics or makeup. Moreover, they are advising retailers to move the men’s products away from the traditional beauty counters and into the men’s furnishings area or men designated product areas.
Nordstrom and Macy’s have already begun the shift, as have dozens of other retailers. A recent trip to the mall revealed the new marketing philosophy. Karen Grant, a Global Beauty Industry Analyst at
NPD group, told the
Los Angeles Times, “those (men) under 35 and over 50 are diving more enthusiastically into grooming products.”
“
Seventy-five percent of men ages 18 and up are not currently using facial skincare products. For men to use a product, he first must be aware that there is an underlying need that requires addressing,” Grant said. She says “mature men are trying to be more competitive in the work place, and for those who are on-line dating, there is a desire to look as vibrant as possible.”
Jennifer Kovacs, a national fragrance manager at Nordstrom says “Men are just more comfortable in their own environment, away from makeup and pink.” She says “…this is an exciting new market for Nordstrom.”
The marketing plan has to be both clever and appealing. According to the
Los Angeles Times, Kiehl skin care is test marketing a tinted moisturizer. Company president Chris Salgado said that moisturizers are “the next horizon for men. If they grab a tube and squeeze out anything resembling makeup, they would run for the hills. It is a slippery slope for guys.” Kiehl skin care is also busily engaged in building “Shave bars” inside their stores using subway tiles that give the displays a locker room sensibility.
Packaging inspiration ranges from recycled cigar boxes to liquor bottles to products that resemble cans of oil and other things you might find in an automotive parts store. Color schemes have also changed. Greens, oranges, grays and black are in. Also names like
Turbo Wash and
Beard Lube or anything that sounds masculine.
Additionally, the look and feel of the products is different, none of this feminine fluff stuff.
Menaji, sells a product called “
Urban Camouflage.” It is a concealer that looks like lip balm. The idea is that products must look and feel different and should not attract attention if the man applies them in the bathroom.
Mel Borup Chandler lives in California. He writes about health, beauty and science topics. He is a graduate of WSU and the Vidal Sassoon Academy. His email address is mbccomentator@roadrunner.com.
