A Strategic Overview of men's cosmetics: An Industry Profile

Résumé du document

The men's cosmetics market was estimated at 10 billion in 2004. It increased by 43% from 1997 to 2002 (in France global turnover of men's cosmetics increased by 140% from 1998 to 2003 and reached 42.16 million in 2003). Data-monitor forecasts that the US and European men's cosmetics markets will grow from 20.3 billion euros in 2003 to 24 billion euros in 2008. Male grooming products have great potential thanks to the strong social and cultural trends pushing the cosmetics market. Male personal care and grooming habits are evolving rapidly. Whereas in 1990 only 4% of men claimed to regularly use a facial care product, 21% admitted to doing so in 2001. A survey conducted by L Oréal predicts that by 2015, 1 out of 2 men will be using facial care products. Though a man may now admit clearly to be using them, this was not the case just a few years ago. Not only is it not "taboo" to buy men's products, but it is now part of the general consuming habits. This general leaning towards the importance of well-being and self-caring was triggered by the hedonist trend and a growing cocooning effect.

Extraits

[...] That is the reason why we recommend to the men's cosmetics brands to select distribution networks which are exclusively meant for men. For example, Nickel was the first brand created to develop an exclusive men distribution network of cosmetics. Nickel was also the first chain of beauty institute for men to establish itself in France in 1996. In 1998, Nickel's products arrived exclusively in the Sephora cosmetics store on the world's famous Champs-Elysees. In 1999, Nickel opened its second beauty institute in the Parisian department store Printemps de l'Homme. [...]

[...] A Strategic Overview of men's cosmetics An Industry Profile SUMMARY I. INDUSTRY ANALYSIS A. Introduction Top Three Key Success Factors 1. The ability to understand the specific cosmetics needs and concerns of men 2. Investing in R&D as to provide simple and easy-to-use products 3. Building up the appropriate retail network Men's cosmetics milestones B. Top Three Driving Forces C. Porter's 5 Forces D. [...]

[...] chemical preservatives). - There are also no certifications regarding the origins of supplies and no purchasing policies set up today. Examples: Palm oil is entirely GM free and has the highest yield per hectare compared to any oil or oilseed crop, it is recognized that there are environmental pressures on its expansion to ecosensitive areas, particulary as oil palm can only be cultivated in tropical areas of Asia, Africa and South America. It is vital that production and use of palm oil must be done in a substainable manner based on economic, social and environmental viability. [...]

[...] Biotherm was the first in 1985 to launch a men's cosmetics line. - The new trend in the male universe called “metrosexual phenomenon” emerging in the late 90s contributed to develop further men's cosmetics. (The metrosexual is a straight man both perceived as vain and in touch with his feminine side, who also enjoys an urban lifestyle with a high consumption rate. - Nickel was the first brand to offer a range of products exclusively meant to men in 1995. [...]

[...] Percentage increase of the 4 segments of men's cosmetics in 2004 compared to 2003 - Haircare Products + - Skincare Products + - Personal Hygiene Products + - Fragrances + Booming in men's cosmetics industry triggered by social changes (appendix Male grooming products have great potential thanks to the strong social and cultural trends pushing the cosmetics market in general. Male personal care and grooming habits are evolving rapidly: in 1990 only of men claim to regularly use a facial care product, against 21% in 2001. In 2015 it should be 1 out of 2 men, according to L'Oréal survey. Now a man admits clearly to be using them but it was not the case just a few years ago. [...]