Pond’s moves to leverage India’s strengthening male grooming

14-Apr-2014 - Last updated on 14-Apr-2014 at 14:49 GMT

The upcoming growth predicted for India’s male grooming sector is an opportunity that Pond’s, a beauty brand from Hindustan Unilever (HUL), is looking to exploit in the near future, with a launch of a range aimed specifically at men.

Traditionally a brand for women, Pond’s has been seeing growth thanks to male consumers’ enthusiasm for its anti-aging products, according to India’s Economic Times.

A recent market report on the industry in India by ReportLinker notes that “with rising disposable income and the increasingly complex grooming routines of Indian men, use of Pre-Shave and Post-Shave Cosmetics products will increase.”

Pond’s range of face wash and moisturiser targeted at men will tap directly into this predicted trend, when it launches in the next three months.

Mobilising the segment

Male skin cream was the fastest-growing sub category in 2013 according to a report from research firm Nielson, with sales rising around 10%, and brands moving into this area could give a much-needed boost to skin care innovation in the country.

A dip in exports from the country throws up an opportunity for growth at the moment in India, with smaller businesses’ stake in India's export figures having declined by 3.2% in recent years, shrinking to a share of 43% in 2012-13 according to the country’s ministry of MSME.

While the dip in exports is chiefly attributed to the continuing contraction of global markets, lacking innovation is also to blame; Pond’s move is a signal that brands are looking to address this problem of lacking innovation with the development of male ranges.

Joining other brands

As the male-focussed beauty segment grows, it necessarily becomes more competitive, and this rising competitivity looks set to also drive innovation in the category.

Since 2012, an increasing number of major manufacturers in the industry have launched male-specific products, research firm Euromonitor notes.

Pond’s new range will move in to compete with men’s grooming products already retailing in the country, under brands such as Garnier, Nivea, Fiama Di Wills and Olay Pond’s move is one of the first to meet an earlier prediction by Euromonitor that major manufactures will now increase their presence in male grooming up to 2017.