“Gone are the days of one-size-fits all manhood.”
Men are getting more knowledgeable about beauty and are starting to pay more attention to their look, with hair care as the biggest category and shaving coming in second.
“For the first time men actually have tailored options for their own unique grooming needs, and that’s only going to continue to expand as social perceptions of male grooming evolves.”
Brands, such as Dollar Shave Club are dominating the industry by catering to the unique needs and demands of their consumers. Men tend to be more practical and efficient with their purchases, meaning they are draw to convenience.
As a result, brands, much like Dollar Shave Club, are starting to speak to their consumers in terms of a fix: you have a problem, we have a solution, and the solution works. They are straight to the point with their message and make purchasing their service an quick fix to all their consumer’s problems.
With constantly evolving hair tends, men are now seeking products that will serve them specifically, whether it’s a clay pomade that’s meant to keep hair neatly trimmed with a matte finish, or a hard water pomade for a light hold and a sleek shine.
But their spending doesn’t just stop at hair and skin care. Much like women, men are also turning towards services — they are heading to salons for grooming, massages, and facials, as well as other treatments such as hair removal by waxing or laser. According to a survey by Salon Services, a professional beauty and hairdressing supplier, 25 percent of salon customers in 2015 were men.
Many see shaving and getting a haircut as regular, mundane chores, but there is a growing number of people who take pride in maintaining their appearance, and instead, see these as leisurely activities that they are willing to spend on.
From beards to man-buns, men are starting to increase their presence in the beauty category. They are making statements and establishing tends, much like how their female counterparts have done for year. Men are
Male millennials have a significantly growing market share in the beauty industry. Brands can’t forget about this influential group and need to start speaking to them in a more meaningful manner.
To learn more about how millennials are influencing the retail world, pre-order my book, Talk Beauty to Me: How Marketers Can Speak the Language of Beauty to the Next Generation, here.
