市场活动中的亮点 美容市场,男士成亮点

美容市场,男士成亮点  

Maybelline’s Big Shot mascara campaign features a model with impeccable eye make-up
thick eyelashes and?.?.?.?well-groomed stubble.
Manny Gutierrez last month became just the second man to be chosen as the face for a make-up advertisement
the first being cosmetics aficionado James Charles
whose Instagram posts caught the eye of Covergirl last year.
Mr Charles
who has more than 1m Instagram followers
and Mr Gutierrez
who has 3m
believe that make-up should not be restricted to women. Make-up is “genderLESS and has no rules!”
Mr Gutierrez tells his 2m YouTube subscribers.
查尔斯在Instagram拥有超过100万的粉丝，古铁雷斯的粉丝数量高达300万。他们认为，化妆不应限于女性。古铁雷斯告诉他在YouTube上的200万订阅用户，化妆是“没有性别的，也没有任何规则！”。
That men can be the face of a global make-up brand underscores how large consumer goods panies like L’Oréal and Coty
which respectively own cosmetic brands Maybelline and Covergirl
see diversity as an increasingly powerful market. This market includes men using traditionally female cosmetics or a growing array of new products aimed at men.
It is an extension of a male grooming industry worth close to $50bn last year — with moisturisers
pomades
body hair removal products and blemish concealer populating increasing areas of physical and digital shelf space. Retail sales of male grooming products at Procter & Gamble
including its Gillette brand
are more than $11bn
while Unilever
which sells the Axe and Lynx brands
sold nearly $5bn in 2015
the latest figures available
according to Euromonitor.
Graeme Pitkethly
Unilever’s chief financial officer
noted on a recent earnings call that male grooming was a business he expected to grow “above the personal care average for many years to e”.
But sales growth in the male grooming market slowed to 3.1 per cent last year from a pound annual growth rate
or CAGR
of 5.7 per cent in the five years to 2015
according to Euromonitor.
Nicholas Micallef
a beauty and personal care analyst at Euromonitor
says the men’s grooming market will not match the women’s market anytime soon. “Scope for growth exists in dynamic markets such as the US
India
and Brazil in the longer-term. It is a key area for all industry players
and their focus is now to understand what motivates men to use beauty items
and what makes them fortable to shop.”
Underscoring the gap beeen men and women
globally men’s per capita spend on grooming products was $6.50 in 2015
pared with $58.50 for women
Euromonitor says. Although that is a large gap
the boundaries separating male and female-specific products are not always clear. Some products are unisex
some men use products — such as concealer — that are found in the women’s sections of retail outlets
while some women
in Brazil for example
use men’s razors for shaving their legs.
The slowdown in growth for male grooming products is partly explained by lacklustre economic growth
analysts say. Unlike women
who count beauty products as essential items
for many men
particularly those with families
male grooming items — with the exception of razors — more easily drop off the shopping list when money gets tight.
Brazil
a top male grooming products market
had been a particularly bright spot
having enjoyed a 16 per cent CAGR increase in the five years to 2015. But as the nation’s economy struggles in a deep recession
growth in 2016 is estimated at 4.6 per cent to $6.79bn. In western Europe
where high youth unemployment in Mediterranean countries such as Spain persist
growth has decelerated to a 0.7 per cent rise to $12.5bn.
Mr Micallef says the UK is bolstered by high ine earners. They have fuelled the growth of small panies such as Beast
which sells men’s grooming products
including shampoos retailing for as much as ￡27
pared with Unilever’s Lynx brand shampoo
priced at about ￡5.
However
many lower to middle ine men cannot afford such products. Andrew Snavely — founder of US online magazine Primer
which writes about practical style and grooming advice for young men — believes that this demographic is being sidelined.
“Traditional men’s magazines almost pletely ignore the grooming needs of the average guy
” says Mr Snavely
who says his online magazine
founded in 2008 as an alternative to established brands such as GQ and Esquire
has 1.5m monthly page views.
He adds that young professional men find trial and error with products to be an expensive and time-consuming process
“especially for an aspect of life men are taught not to pay so much attention to”.
Male grooming brands such as Unilever’s Axe has broken from its far more conservative approach to lure consumers. It has attempted to reach a more diverse audience by focusing on individuality over gender identification or sexuality. Its “Find your Magic” campaign features men of all shapes
sizes and sexualities and has generated 10m YouTube hits over the past year.
The introduction of new products
such as L’Oréal’s male deodorant for shaved armpits
bined with acquisitions such as Unilever’s purchase of Dollar Shave Club
the online razor subscription service
as well as the growth of small niche panies
all point to confidence in the longer-term success of the male grooming market.
Mr Snavely says: “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.”