New turf to conquer for cosmetics producers: men

Men’s cosmetics account for 20% at most of a total market valued at $800 million, but the segment of men paying more attention to how they look is widening and is attracting producers’ attention.

“For us, at least, this is a priority development line since men have started spending ever more on personal care products and moreover they also buy increasingly more specialized products,” says Fulvio Guarneri, marketing manager of Unilever South Central Europe.

The company currently has three ranges of men’s products: Axe, Rexona and Dove, each targeting a different client category.

A strong argument for the development of this market is the clients’ profile and their purchasing behavior, much more interesting than women’s, who are often easy to persuade to buy a product.

Sales of premium products are expected to rise in the following years, and men’s cosmetics ranges will also expand as an increasing number of multinationals having these units in their portfolio are getting ready to grab a good slice of the market as long as they still have the time to.