We take a closer look at two brands who have hit the headlines this year for their decision to appeal to men and step over the traditional gender lines that have defined the industry up until now.
The male grooming category is projected by market research provider Euromonitor International to reach US$60.7 billion by 2020.
Rising market
Valued at US$17.5 billion in 2015, male toiletries, which includes men’s bath and shower, deodorant, skin and hair care products, is the subcategory leading the charge.
According to the latest TGI data from Kantar Media, a third (33%) of UK men say they use face creams and lotions on their skin. 4% of men claim to use these more than once a day, 11% once a day, 10% once a week or several times a week, and 7% less than once a week.
But with Chanel having launched its first makeup range of colour cosmetics for men in Korea this summer, and The Clean Beauty Collective (formerly Fusion Brands) having launched a range designed to offer ‘androgynous fragrances’ via its Clean Reserve brand, perhaps there is potential for other subcategories to take on a greater market share.
Clean Reserve: fresh perspective
Clean Reserve’s launch of the Avant Garden Collection saw a collection of six fragrances hit shelves earlier this year in the US.
Describing the appeal to any gender as an “inimitable key attribute” of the new Avant Garden range, the brand asserts “androgyny of the scent profiles”.
“Each fragrance experience, regardless of gender, is unique to the wearer's body chemistry as it interacts with the ingredients. The fragrances can be worn alone or in pairs to create a personalized fragrance experience,” explains the brand.
Chanel: Boy by Chanel
Chanel launched its first makeup line for men in South Korea earlier this year, in a move that Forbes dubbed ‘revolutionary’.
The range, which has started with three products, is named after Boy Capel, the ‘lover and muse of Gabrielle Chanel’, according to the brand. Its marketing so far suggests the brand is keen to push an androgynous vibe.
“Lines, colors, attitudes, gestures….There is no absolutely feminine or masculine prerequisite: Style alone defines the person we wish to be,” said the brand in a statement.