An industry research report has predicted that the men’s grooming industry will grow at a compound annual growth rate (CAGR) of 11% to touch Rs 9,340 crore (about US$1.2 billion) in 2024, from Rs 5,000 crore (around US$650 million) in 2018. And this is an opportunity for the special packaging of these grooming products to appeal to the appearance conscious man.
The market for women’s cosmetics is old, but the business of selling cosmetics to men is increasingly flourishing. Beauty product ads are no longer aimed exclusively at women, with female models sending the message that using a particular product will transform any woman into the beauty she can aspire to be. Enter the metrosexual man. The male face and body are now increasingly displayed in ads on the big screen, in magazines, in newspapers and even on billboards. Men no longer have to shy away from being conscious about their looks. They can dress up, groom and diet to transform into the hot guy of their dreams. The rise in male consumption of skincare products tells the story. It is no longer taboo for him to go to a beauty salon for a facial massage or a pedicure.
Several brands have developed products specifically for men. Some of these brands are associated with sports like Nike and Adidas, others like Park Avenue, Gillette and Old Spice already had male grooming products like shaving gels and creams. And old established brands like Nivea have moved into specifically targeting men with distinctive packaging for them.
New brands catering to men’s needs – or rather their newly created needs – have also emerged. Some of them have masculine sounding names like Beardo, Ustraa, The Man Company, Bombay Shaving Company, NykaaMan and Muuchstac. Men no longer limit their needs to clippers and shaving creams. They increasingly use body care, facial care and intimate hygiene products. Mall store shelves are full of facial cleansers and colognes, beard oil and deodorants, lotions, body creams and men-only shampoos. These products are also available on Flipkart and Amazon – all just a click away.
Brands package these beauty products for men differently than they package or present products for women. The focus is on masculinity. Packaging cartons use drab colors – blue, dark blue, black, gray and white – as opposed to pink, red, purple or sunshine yellow for women’s products. The shapes are also simplified, clean and simple. And it is important that opening the package is a simple exercise. Logos or graphics provide information on how to use the product. These design choices are aimed at appealing to a male clientele while reducing their resistance to cosmetics as a feminine thing.
Packaging is crucial in enticing a man to purchase a product because he is less likely than a woman to make comparison purchases. What connects with men differs significantly from what inspires a woman. Not only are the colors used different, but maybe even the font used on the packaging. The products of Beardo, Ustraa and Villain, which dominate the men’s cosmetics market, are often presented in glass bottles with simple and neat lines – oval, square or rectangular – very attractive to look at, easy to use, and companies ensure that the product fits well into men’s products. bigger hands. No clutter, please.
There is something for everyone, whatever the budget. Cheaper products for the mass market to those that exude luxury and will appeal to the man with deeper pockets, making him feel special.
Many brands offer a range of products neatly packaged in a nice box. A complete beauty salon. From facial cleanser to skin serums, beard oil and derma roller, hair gel or shampoo, and other things neatly stored in the box. Maybe even perfume or deodorant. These boxes – whose prices vary according to the number of products – also make nice gifts.
Expensive gift boxes mimic the packaging of high-end items such as gold and diamond jewelry or fashionable clothing. It can be a wooden box or even a leather box. Boxes that close easily with a magnet are preferred. Nothing awkward or difficult. Sometimes there may be a transparent window on the box to allow the customer to see what they are buying. The product will not end up in the men’s basket if the packaging does not please them. Functionality, ease of use and travel convenience are also key factors.
It’s been a giant leap in the past 20 years since other than a razor and shaving cream, and perhaps the occasional deodorant stick, most men didn’t spend a dime on a beauty product.
Will the next decade or two see the market for men’s beauty products surpass that for women? At lightning pace, it grows, who can tell!