To complement their men’s skin care range Promen, launched in 2019, the company has its eyes on “treatment-based protocol for specific skin concerns” (e.g., oil-free, acne care and scar care sub-categories), and the beard and shave care space.
“Indian men opt for natural and herbal products over chemical-based alternatives. They also have specific skin care needs due to India's hot and humid climate, leading to high demand for products such as face wash, moisturiser, and sunblock,” Nitin Passi, Chairman and Managing Director of Lotus Herbals, told CosmeticsDesign-Asia.
He added that some of its best-selling products from the Promen range include its energising face and beard wash and their salon professional kit, as they provide “practical, targeted solutions to everyday skin care and grooming issues” and “sleek packaging that makes them easy to incorporate into daily routines.”
On what guides Lotus’ new product development, Passi told us that social media is their go-to platform in finding out the needs and preferences of their target consumers.
“Our innovation pipeline is divided into strategic, tactical, and trending categories, focusing on current trends and product effectiveness. The formulas concentrate on combining unique and potent ingredients in exciting formats.”
Outlook of India’s men’s beauty market
Passi’s rationale for targeting the aforementioned areas was seconded by Mintel’s recent research on men’s facial skin care trends in India, which revealed that Indian men were more inclined towards products that seek to resolve their skin issues, than to improve their complexion.
While India is a relatively smaller consumer market compared to Japan and China, Mintel research reported that the Indian grooming market is valued at ₹10,000 crores (approximately USD 1.2 million). The country also emerged top (20%) in Asia-Pacific when it comes to beauty products launched, followed by China (15%) then Japan (10%).
CosmeticsDesign-Asia previously spoke with some pioneers in the space, and published an in-depth analysis on trends in the male beauty and personal care market.
When asked about emerging growth areas in India’s men’s beauty market, Passi foresees a continued growth of fast-acting products as male consumers value convenience - “quick outcomes with minimal effort”, he said.
Interestingly, he added that younger Gen Z and millennial consumers are opting for fine fragrances over deodorants which previously dominated men’s market; as well as the use of technology that enables for personalization of the customer experience.
“With a cultural impetus on diversity and inclusion, gone are those days where male grooming was confined to ‘one size fits all’. Consumers don't want to be boxed in patterns. For example, the rising trend of ‘lumber-sexual’ has led to a market of wild masculine fragrances with primal scents contrasted with delicate and subtle blends for ‘metrosexual’ males.
“To summarise, gender expression and choices are individualistic, and hence, the traditional so-called male fragrances have blurred gender boundaries among Gen Z consumers.” Passi explained.
Technology-enabled personalization
Keeping in mind that the male consumer values convenience, advanced technologies such as smart mirrors and skin analysis devices can help consumers to narrow down their choices in a saturated beauty market.
Passi said that beauty brands can now offer virtual consultations and personalised regimes, “making it easier for men to get the products and advice they need to achieve their desired results.”
“Consider the usage of tech as an extension of the age-old concept of ‘try-before-you buy’. In this case, men can analyse detailed feedback on their skin concerns. This acts as a skin consultant and narrows the ‘choice overload’ to best-suited products.
The before and after real-time difference makes the result anticipation highly specific, making it easier to navigate shopping, primarily through digital mediums,” he added.