Kline - USA Men's Grooming Report 2012 PDF

Male Grooming Products:
U.S. Market Brief

Consumer Products
Market Brief
Report #Y576D | 2013 Kline & Company, Inc.
www.KlineGroup.com
Published January 2012
Base Year: 2012
REPRODUCTIONORDISCLOSUREFORBIDDEN;SEESPECIALNOTICE KLINE&COMPANY,INC.
MaleGroomingProducts:
U.S.MarketBrief
Thisreportandthesurveyonwhichitisbased
werepreparedunderthedirectionof:
CARRIEMELLAGE
Director,ConsumerProducts
KlineMarketResearch
+19734353412
Carrie.Mellage@klinegroup.com
Copyright2013Kline&Company,Inc.
Circulationofthisreportisrestrictedtoemployeesofsubscribingcompaniesandsubsidiariesin
whichthesecompaniesholdmorethanahalfinterest.Itscontentsmustnotbedisclosedtoany
otherpersonsororganizationsbeforeJanuary15,2016.

4A2

FOREWORD
MaleGroomingProducts:U.S.MarketBriefwithbaseyear2012isKline&Companyssecondreporton
thistopic,withthepreviousreportcompletedin2003.
The report is based on a variety of information, with primary methods comprising about 20 interviews
withindustryexecutivesfrommanufacturersand/ormarketers,retailersanddistributors,rawmaterial
suppliers, trade associations, and government agencies, among other sources. Information obtained
from these unstructured interviews is then assessed and analyzed by our cosmetics and toiletries
consultants with a variety of other sources, including data from annual reports, 10Ks, and other
financialreports;tradeliterature;productliteratureandpricelists;andinformationfromstorevisits.
Full report subscribers to Male Grooming Products: U.S. Market Brief receive one day of consultation
time with their subscription to the study. The actual report is presented in two sections: Market
Overview; and Consumer Research. The study provides data and analysis, including market size and
growth,newproductactivity,andstrategicanalyses,inadditiontootherinformation.
Male Grooming Products: U.S. Market Brief is one of many multiclient reports offered by Kline&
Company that cover the personal care industry. Other selected reports and those under consideration
include:
BeautyRetailing
ConsumerInsightsofPersonalCareInnovation
HomeFragrances
InsidetheMindsofNaturalConsumers
PersonalCareCompetitorCostStructures
ProfessionalSkinCare
ProfessionalNailCare
SalonHairCare
Asaninternationalconsultingfirm,Klinealsoconductsproprietaryprojectsonanindividualclientbasis
for leading cosmetic and toiletry marketers. Proprietary assignments include acquisition analyses, new
businessassessments,strategicanalyses,competitiveintelligence,andfinancialanalyses,amongothers.
WeinvitereadersofMaleGroomingProducts:U.S.MarketBrieftocontactuswithanyquestions,andto
advise us of any omissions or possible corrections, which we will address immediately or in the next
reportedition.
Inclosing,wewishtoacknowledgetheeffortsofNancyMillsandSagarGehraincompletingthisreport.
LenkaContreras
VicePresident
KlineMarketResearch
9734353407
Lenka.Contreras@klinegroup.com

SPECIALNOTICE
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companiessubscribingtosectionsofthesurvey,hasagreedthat,forthreeyearsfromitsdate
ofissue,theywill:
1. Refrainfromreproducingthisreport,inwholeorinpart,byanymeans.
2. Restrict circulation of this report to its own employees and those of

subsidiaries in which it has more than a half interest, or of parent
organizations which have more than a half interest in the subscribing
company.
3. Takeallreasonableprecautionstopreventthedisclosureofthecontents
ofthisreporttoanyotherpersonsororganizations.
Accordingly, Male Grooming Products: U.S. Market Brief cannot be reproduced and must be
restrictedtoemployeesofsubscribingcompaniesandtheirsubsidiaries,asdefinedabove,until
January15,2016.Similarly,allsectionsofthesurveyaresorestrictedforthreeyearsfromtheir
datesofissue.Failuretopreventunauthorizeddisclosurebeforethesedateswillresultinlegal
actionagainstthesubscriber.
Kline&Company,Inc.

4A4

Servingthe
COSMETICS&TOILETRIESINDUSTRY
throughconsultingservices:
Acquisitionassessments
Competitiveintelligence
Industry/category/brandanalyses
Newbusinessdevelopment
Profitability/financialanalyses
Strategicanalyses

TABLEOFCONTENTS
Page
1.INTRODUCTION................................................................................................................11
Contents..................................................................................................................................11
Scope.......................................................................................................................................11
Sourcesandmethods..............................................................................................................12
Consumersurvey.....................................................................................................................13
2.MARKETOVERVIEW..........................................................................................................21
Keylessonslearned.................................................................................................................21
Summary..................................................................................................................................22
Categorydevelopments..........................................................................................................25
Marketoverview.....................................................................................................................27
Competitivelandscape............................................................................................................29
Futureoutlook.......................................................................................................................211
3.CONSUMERRESEARCH.....................................................................................................31
Haircare..................................................................................................................................31
Skincare..................................................................................................................................35
Fragrances.............................................................................................................................310
Oralcareproducts.................................................................................................................314
Othertoiletries......................................................................................................................315
Attitudesaboutgrooming.....................................................................................................319
APPENDIX.............................................................................................................................A1
Haircare..................................................................................................................................A1
Skincare..................................................................................................................................A3
Fragranceproducts..................................................................................................................A9
Oralcare................................................................................................................................A11
Othertoiletries......................................................................................................................A13
4A2
1.INTRODUCTION
CONTENTS
The data contained in this report provide information on the entire U.S. male grooming
industry through consumer outlets for the calendar year 2012. The information in the report
presentsanoverviewoftheindustry,includingdataonproductsandcompanies,organizedfor
readyreference,asfollows:
Market Overview: This section compiles the learning from the market study, with key
lessons learned; summary of sales; category developments and trends; competitive
landscapeandfutureoutlook.
Consumer Research: This section presents almost all of the data gathered from our
extensive consumer survey conducted on 250 men in the United States. The results are
presentedintableandgraphformat,withsomecommentaryoneachquestionsresults.
SCOPE
MaleGroomingProducts:U.S.MarketBriefisananalysisofthemarketforproductsmarketed
exclusivelytomen.Themarketisdefinedasbrandstargetedtomenonly.Thisreportdoesnot
include products marketed to both sexes, even though clearly men purchase and use a
significantportionofthose,aswellasproductstargetedtowomen.
The market study of this report tracks the male grooming market broken out into five
categories:
Skincareproductsformen(facialtreatments,handandbodylotions,suncareproducts)
Shavingproducts(creamsandgels,aftershaves),excludesrazorsandblades
Haircareproducts(shampoos,conditionersandstylingproducts),excludinghaircolor
Deodorants and antiperspirants (spray, stick, rollon and gel), excluding crystal deodorants
anddeodorantsheets
Personalcleansingproducts(barsoaps,showergelsandbodywashes)
This report focuses solely on products sold through consumer outlets, including those
marketed via direct sales from companies such as Avon and Mary Kay, in addition to
nontraditionaloutletssuchasspecialtyretailers.Marketdatarefersexclusivelytosalesthrough
thesechannels.

4A2
12 Introduction
Importandmailordersalesareincluded,butsalestoinstitutionssuchashospitalsandnursing
homes,themilitary,andexportsareexcluded.Dutyfreestoressalesarealsonotincluded.This
analysiscoversconsumerpurchasesthroughallthetradeclasses:
Direct(homeshopping,infomercials,andtheInternet)
Luxury(departmentstores)
Mass(massmerchandisers,drugstores,andwarehouseclubs)
Specialty(verticallyintegratedstoresandcosmeticsspecialtyretailers)
Professional(salonsandspas,doctorsoffices)
Thebaseyearforthisprogramis2012andincludesforecaststotheyear2017.
Allmarketsalesdataaregiveninmanufacturersorfactorydollarsthatis,thepricesreceived
bymanufacturersbeforewholesaleandretailmarkups.
Allcompaniessellingbrandedproductsareconsideredmanufacturersinthisreport,regardless
of whether they have manufacturing facilities of their own or sell products made by other
companies.
Percentagetotalsoncertaintablesmaynotalwaysaddupduetorounding.
SOURCESANDMETHODS
Data have been obtained through research and analysis of the industry conducted from
July2012 through December2012. The report information is obtained through about 20
interviews of executives in the industry itself, retailers, raw material suppliers, trade
associations,andgovernmentagencies.
In addition to the interviews, the report includes an analysis of annual reports and other
financial reports from companies, as well as a review of trade, press, and other secondary
information,andstorechecksofretailoutlets.
Klines Market Briefs are differentiated from Klines indepth studies such as Cosmetics &
Toiletries USA in that they cover more countries in a less detailed manner. All data on market
size and brand shares have been determined from analysis of several sources of information.
Statistics on market size are believed to be accurate for brands with sales of $25million or
more,probablywithin20%ofthetruevalue.Forsmallermarkets,theaccuracyissubstantially
less,probablywithin35%ofthetruevalue.
13
Introduction
For information on the global male grooming market, please refer to the full study, Male
Grooming Products: Global Market Brief. It is, as the name implies, global in scope. The
researchandanalysisdoesfocuson:
TheUnitedStates
Asia(China,India,Japan,andSouthKorea)
Europe(France,Germany,Spain,andtheUnitedKingdom)
Therearesomeregionalbreakdownsandanalysis,butthisreportdoesnotcontainindepth
detailsoneachindividualregion/country.
AllothercountriesarerolledintoaRestofWorld(ROW)estimate
Thedatapresentedinthisreportarebelievedtobesufficientlyaccurateforpreliminarymarket
planning.
Morespecificanddetailedstudies,however,shouldbeconductedbeforeprojectsthatrequire
substantialbusinessdecisionsareundertaken.Klinescustomresearchdivisionmaybeableto
helpyourcompanywithsuchprojects.
Kline& Company is pleased to assist clients on such projects through our custom consultation
capabilities, realized through over 50 years of experience consulting to the cosmetic and
toiletryindustry.
CONSUMERSURVEY
Approximately 250 men from each of the six countries completed the survey: Brazil, China,
Germany, India, the United Kingdom, and the United States. The population for this report
includes all males between the ages of 15 and 69, except for: those who work in market
research,advertisingagency,radioTVornewspaper,skincareormakeupsales,manufacturing
or distributing. We also filtered out the lowest income range of each country, based on what
would be considered too poor to be able to buy such products. For example, in the United
States, respondents were terminated from the study if the respondents total household
incomebeforetaxesislessthanUSD15,000peryear,andintheUnitedKingdomthelimitwas
GBP12,000.
Thesurveywasgroupedintothefollowingsections:
Basicdemographicinformationage,regionofcountrylivingin,income
Usage of products the respondents checked if they use regularly a great many different
productsineachofthecategories(toiletries,haircare,skincare,fragrances,andoralcare)
Toiletriesbrandused,influencesonfirstusage,andwhatshoppingchannelsused
Haircarebrands,agefirststared,influenceandshoppingchannels
4A4
14 Introduction
Skin care brands used, first skin product used, age of first use, influences and shopping
channels
Fragrancesbrandsused,influencesandshoppingchannels
Oralcarebrandsused
Attitudesaboutgroomingandshopping
Other demographic information education, employment status, marital status, and if
childrenlivinginhome
The consumer research chapter has expanded slightly on the categories covered and grouped
them slightly differently than Kline does, the former due to requests from charter subscribers
andthelatterbecausewecombinedtheproductsinawaythatshouldhavemademoresense
forconsumers.
2.MARKETOVERVIEW
KEYLESSONSLEARNED
Factors and trends influencing growth in the U.S. male grooming market are discussed
below:
Themalegroomingmarketreturnstoagrowthpath.
The economy slowly recovers from the recent downturn, which created decreased
consumerconfidenceandspending.
The recovery is made possible by improved macroeconomic conditions, as well as the
resultsofactionstakenbymarketerstorecoverfromthedownturn.
Among the methods employed are product innovation and marketing efforts to
increaseawarenessamongmen.
Additionally,theavailabilityofmalespecificproductsonthemarkettriggersagrowing
awarenessofmalegroomingproducts.
Skincareisthecategorydrivinggrowthforthemalegroomingindustry.
Increasedconsciousnessamongmentotakechargeoftheirappearanceandawareness
regardingthebenefitsoftheproductsthatarespecifictomenhasledtochange.
Oldhabitsofusingnothingbeyondcleaningandshaving,orofusingwomensproducts,
are finally giving way, and this shift is strengthening the growth of skin care products
thatarespecifictomen.
As competition increases, marketers introduce new, innovative products, especially in the

skincarecategory.
Inordertopreventconsumptionlevelsfromdecreasing,manufacturersareconstantly
stimulatingconsumerswithnewproductlaunchesparticularlyaddressingtheirneeds.
In the skin care category, skin care for men addresses specialized consumer concerns,
whichincludeacne,skinsensitivity,andsuncontrol.
In the hair care category, there are shampoos specifically for men which address the
problemofdandruff.
Intheshavingcategory,therearegelsandaftershavesthataddressvariousconsumer
concerns,whichincludesensitiveskinandnormalskin.

4A2
22 MarketOverview
Increased consumer (mens) willingness to use more grooming products, coupled with
awareness/educationofthebenefitsofproductsspecifictomenhelpfuelgrowth.
Thegrowingawarenessofconsumersispartlyattributedtotheriseofsocialmediaand
marketerscreativeuseofsuch,withinformationaboutproductsandhowtousethem
acrossthepopularInternetsites.
There is a general cultural shift of men becoming more accepting of doing more
previouslyconsideredfeminepractices,andextendedgroomingfallsintothis.
EmergingmarketshaveoutperformedtheUnitedStatesduetotheincreasedpresence
ofmanykeyplayers.
Despite recovery, specific threats are limiting the growth potential of the male grooming
industry.
Despiteimprovementsinlocaleconomies,consumersarechangingthewaytheymake
buyingdecisions,demandinghighervalueatlowerprices.
Competition from mass market products continues to pose a threat to the premium
male grooming segment, particularly for deodorants, shampoos and hair styling
products.
Massmarketmanufacturerstakeadvantageofthedifficultsituationintheprofessional
marketandlaunchcompetitiveproductswithaprofessionalimage.
Productsinthemassmarketareincreasinglyefficientatcreatingablurrylinebetween
premiumandmassintheconsumersmind.
SUMMARY
The U.S. male grooming industry shows signs of growth after the economic slowdown
especiallyduetothegrowthintheskincarecategory.
Salesandgrowth
TotalmalegroomingsalesintheUnitedStatesatthemanufacturerslevelincreaseby3.9%
toreachUSD3,117millionin2012,upfromUSD3,000millionin2011.
The United States is the third largest market for male grooming products after the Asian
market.
Itaccountsforapproximately23%oftheglobalmarketshare.
TheskincarecategoryisdrivingthegrowthoftheindustryintheUnitedStatesin2012.

23
MarketOverview
Figure21:ManufacturersSalesoftheU.S.MaleGroomingMarket,2011and2012
3,000
3,117
0
500
1,000
1,500
2,000
2,500
3,000
3,500
2011 2012
USDMillion
Growth,
3.9%
Estimatedsalesofpremiumvs.massbrands
Figure22:EstimatedTradeClassSales/SharesintheUnitedStates,2012
NOTE:Massincludesdirectsalesandprivatelabel.Premiumincludesprofessional,specialty,andluxury.
Mass,87%
Premium,13%
Total:USD3,117million
4A4
24 MarketOverview
The majority of sales is contributed by the mass trade class, accounting for approximately
87%ofthesales.
Theremaining13%ofthesalesiscontributedbythepremiumtradeclass.
Manyfactorshavecontributedtothestronggrowthinthesegmentinthelasttwoyears.
Figure23:InfluencesonU.S.MaleGroomingMarketGrowth
Menofallageshavestartedpurchasing male
groomingproducts
Increaseinthepenetration rateofmenusing
productsspecificformen
Agingpopulationhasmoreskincareconcerns
Consumer
Perspective
Digitalshoppingisgrowing
Mediaglorifiesdandifiedmen
External
Influences
Skincarecategoryimpelstheindustrygrowth
globally
Nichespecialtybrandsaresprouting upand
gettingattentionformalegroominginunique
ways
Industry
Factors
SOURCE:Kline.

GrowthofthemalegroomingindustryintheUnitedStatesisledbyrecenttendencyofmen
ofallagegroupstousemalegroomingproducts.
Asmenhavebecomemorewillingtoimprovetheirlooks,theyhavestartedusingproducts
thatarespecifictomen,especiallyintheskincarecategory.
Innovative product launches in the skin care and personal cleaning categories are driving
growthforthemalegroomingindustryintheUnitedStates.
Alternate channels are changing the retail landscape, and Internet shopping is especially
growing.
Competitivepricingbymarketersisencouragingnewconsumerstotrynewproductswhich
inturnisincreasingthesalesinthemalegroomingsegment.

25
MarketOverview
CATEGORYDEVELOPMENTS
In terms of market share, deodorants and antiperspirants continues to be the leading

productcategory.
However,thepersonalcleansingcategoryhasthelargestgrowth.
Themarketformalespecificproductsvariesbycategory.
Deodorantsandantiperspirantsdominatethemalegroomingmarket.
Skin care, shaving, and personal cleansing products are the other major product
categories,withasignificantpresence.
Haircarehasthelowestpresenceamongallthecategories.
Deodorantsandantiperspirants
Deodorantsandantiperspirantsisthelargestandthemostfragmentedcategory.
Theyhavethebroadestdistributionacrossthemassretailchannels.
Prestigemalespecificdeodorantsisstillaverysmallsegment.
The consumer has an inordinately large variety of products to choose from because there
arealargenumberofplayersinthedeodorantsandantiperspirantscategory.
Theconceptofmalespecificproductsisspreading.
Inpreviousyears,menweremoreapttousedeodorantswhichwereunisex;however,
the trend has changed, and men have started using deodorants that are specific to
theirgender.
Deodorantsalsoactasasubstituteforcologne.
Marketersarelaunchingmanynewproductsthatarespecificformen.
For example, in 2012, Clinique Skin Supplies for Men launches Skin Supplies for Men
DarkSpotCorrector,aserumwhichhelpstoreducetheappearanceofsunspots,dark
spots,andacnescarsonallskintypesandtones.
Theproductisformulatedespeciallyformen'sskin.
Antiagingproductstargetingeyeareaandacnetreatementcreamsareincreasinglygaining
popularityamongmaturemaleconsumers.
Personalcleansingproducts
ThepersonalcleansingproductsisthesecondlargestcategoryintheUnitedStates.

4A6
26 MarketOverview
Although the personal cleansing products category is small when compared to the other
categories;thecategoryisgrowingatagoodrateasofonlyrecently.
Currently, the majority of the products are unisex, but the trend is changing and
marketersarelaunchingnewproductsthatarespecifictomen.
Bodywasheshaveovertakenbarsoapsandhaveseennewlaunchesbyvariousmarketers.
Barsoapshavealargermarketsharewhencomparedtobodywashes;however,inthe
recentpastbodywasheshaveshownabettergrowthwhencomparedtobarsoaps.
The category has a lot of potential especially because men have started using body
washeswhicharespecifictomen.
Personalcleansingproductsisoneofthefastestdevelopingcategories,afterskincare.
Itiswellsupportedbycompetitivepricingandmassdistribution.
Personalcleansinghasalowbarrierforentryformarketersduetoitscommercialviability,
beingadailyuseproductforeverytypeofconsumer,andrelativelyeasyformulation.
Skincare
SkincareisthethirdlargestproductcategoryintheUnitedStates.
However,ithasthehighestgrowth.
Skincareholdsaveryimportantopportunityinmalegrooming.
The increase comes from higher penetration rate of men using malespecific products, as
wellasexistingcustomerspurchasingmoreproducts.
Skincareproductsspecificallyformenaregettingshelfspaceinthecommonsupermarket
aisles.
Mensappetiteforskincareproductsisaugmentedinthepasttwoyears.
Menarestartingtomovepastthebasiccleanlinessroutine,gettingmorewillingtodo
moretoimprovetheirappearance,whiletryingproductsthatarespecifictomenonly.
Skin care for men addresses specialized consumer concerns, which includes acne, skin
sensitivity,andsunscreen.
Shaving
Shavingisthefourthlargestcategory.
Gelshaveovertakenshavingcreamsandaregainingpopularityineverymajormarket.
Shavingistheslowestgrowingcategoryamongallthecategoriesmainlyduetolackofnew
innovativeproductsandthecommoditizedaspectoftheproducts.

27
MarketOverview
Aftershaveproductsaredoingwell,especiallyintheprestigesegment.
However,marketersarelaunchingnewproductsthatarespecifictotheparticularskintype
whichwillhelpthecategorytogrow.
In 2012, Gillette launches Fusion ProGlide Shave Gel available in HydraSmooth and
Soothing formulas infused with aloe vera. These new shaving gels complement the
recentlylaunchednewrazor,GilletteFusionProGlide.
Haircare
Dominated by hair styling products, hair care is the smallest category in the global male
groomingsegment.
Currently,mostoftheproductsareunisexbutthetrendischangingandmarketersare
launching more shampoos, conditioners, and hair styling products specially designed
formen.
Themalespecifichaircareproductsthatdoexistarealmostsolelyinmasstradeclass.
In the United States, the hair caremarket is growing slowly with the increasing propensity
ofmentousemalespecificproducts.
Hairstylingproductsandshampoosdominatethehaircaremarketinthiscountry.
Antidandruff shampoos are the most popular among the shampoos that are specific to
men,andisthefastgrowingsubcategoryunderthehaircarecategory.
Marketersarelaunchingmorenewproductsthatarespecifictomen.
In 2012, Unilever launches the New CLEAR AntiDandruff Shampoo for men with Pro
Nutrium 10 for men, combining the benefits of provitamins, minerals, and sunflower
oilsinIndia.
MARKETOVERVIEW
The male grooming market in the United States is estimated at USD 3,117 million in 2012,
upfromUSD3,000millionin2011,growingatarateof3.9%in2012.
Deodorants and antiperspirants is the largest category, with an approximate market share
of50%in2012.
However, skin care is the category with the highest growth of approximately 9%, followed
bypersonalcleansingatapproximately6%growthin2012.

4A8
28 MarketOverview
Men of all ages have started purchasing male grooming products in the United States,
insteadofonlycertaindemographicgroupsasinthepast.
Manymoremenhavebecomeacceptingofusingmalegroomingproductstoimprove
theirimage.
Old Spice (Procter & Gamble) is the largest brand in 2012 in the mass segment, mainly
drivenbythedeodorantsandantiperpirantscategory.
It has an approximate market share of 11% of the total male grooming market in the
UnitedStates.
CliniqueSkinSuppliesforMen(EsteLauder)isthelargestbrandinthepremiumsegment,
withanapproximatemarketshareof1%ofthetotalmalegroomingmarket,drivenbythe
skincarecategory.
Figure24:EstimatedSalesandGrowthbyCategoryoftheU.S.MaleGroomingMarket,2011and2012
1,537
521
368 340
228
1,574
551
400
349
235
0
200
400
600
800
1,000
1,200
1,400
1,600
1,800
2,000
Deodorants Personal
cleansing
Skincare Shaving Haircare
2011 2012
USDMillion
Growth,
2.4%
Growth,
5.8%
Growth,
8.7%
Growth,
2.6%
Growth,
3.1%

29
MarketOverview
Figure25:U.S.MarketSharebyCategory,2012
Deodorantsand
antiperspirants,51%
Personalcleansing
products,18%
Skincare,13%
Shavingproducts,
11%
Haircare,8%
COMPETITIVELANDSCAPE
Table21:TheLeading10MaleGroomingBrands,EstimatedHighesttoLowest
inU.S.Sales,2012
Rank Brand Company
1 OldSpice Procter&Gamble
2 Axe Unilever
3 Gillete Procter&Gamble
4 NiveaforMen Beiersdorf
5 NeutrogenaforMen Johnson&Johnson
6 CliniqueSkinSuppliesForMen EsteLauder
7 AnthonyLogisticsforMen AnthonyLogistics
8 TheArtofShaving Procter&Gamble
9 JackBlack JackBlack
10 LabSeriesforMen EsteLauder

4A10
210 MarketOverview
Table22:Top5MassBrandsinUnitedStates,EstimatedHighesttoLowest
inU.S.Sales,2012
Rank Massbrand Company
1 Procter&Gamble OldSpice
2 Unilever Axe
3 Procter&Gamble Gillette
4 Beiersdorf NiveaforMen
5 Johnson&Johnson NeutrogenaforMen
NOTE:Massincludesdirectandmasstradeclasses.Excludesprivatelabel.
Table23:TopFivePremiumBrandsinUnitedStates,EstimatedHighesttoLowest
inU.S.Sales,2012
Rank Premiumbrand Company
1 CliniqueSkinSuppliesforMen EsteLauder
2 AnthonyLogisticsforMen AnthonyLogistics
3 TheArtofShaving Procter&Gamble
4 JackBlack JackBlack
5 LabSeriesforMen EsteLauder
NOTE:Premiumincludesspecialty,professional,andluxurytradeclasses.
Table24:SelectMaleGroomingBrandsParticipationinCategoriesGlobally
Brand
Skin
care
Shaving
Hair
care
Deodorantsand
antiperspirants
Personalcleansing
products
Adidas X X
ArtofShaving X X X
Axe/Lynx X X X X
BiothermHomme X X X X
ClarinsMen X X X X
CliniqueSkinSuppliesforMen X X X
GarnierMen X X X
Gatsby X X X X
Gillette X X X
JackBlack X X X X
Kiehls X X X X
LabSeriesSkinCareforMen X X X X X
LOralMen'sExpert X X X X
NeutrogenaMen X X
NiveaforMen X X X X
OldSpice X X X
ShiseidoMen X X X X

211
MarketOverview
Figure26:SelectMaleGroomingBrandsPresenceintheUnitedStates,2012
Brand UnitedStates
Anthony LogisticsforMen
Axe

BiothermHomme
ClarinsMen
CliniqueSkinSupplies ForMen
GarnierMen
Gatsby
Gillete

JackBlack
Kiehls
LabSeriesforMen
LOralMen'sExpert
NeutrogenaMen
Nickel
NiveaforMen
OldSpice
ShiseidoMen
TheArtofShaving
VichyHomme
Zirh
None Little/some Average Alot Most
NOTE:Thecirclesrepresentthedistribution ofthebrand,relativetothebranditself,notthe
otherbrands.
FUTUREOUTLOOK
The U.S. male grooming market is forecast to grow moderately by a compound annual
growthrate(CAGR)of2.1%overthenextfiveyearstoexceedUSD3.1billionby2017.

4A12
212 MarketOverview
Figure27:ForecastGlobalSalesandGrowthofMaleGroomingProductsintheUnitedStates,2012to2017
3,117
3,462
0
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
2012 2017
USDMillion
CAGR,
2.1%
Allproductcategoriesareexpectedtoregisterpositivegrowthduringtheforecastperiod.
Theskincarecategoryisforecasttopostthestrongestgrowth.
The skin care category is projected to register the highest growth, driven by the higher
consumptionofskincareproductsthatarespecifictomen.
The personal cleasing category is expected to grow second fastest, mainly driven by body
washes.
Theshavingproductsanddeodorantsandantiperspirantscategoriesareexpectedtogrow
slowlywhencomparedtotheothers.
Shavinggelswillcontinuetogrowfasterthanshavingcreams.
Thehaircarecategorywillalsoseeslowgrowth.
Most of the products are still unisex, and it would take time for men to start using
productsthatarespecificformen.

213
MarketOverview
Figure28:ForecastSalesandGrowthintheUnitedStatesbyCategory,2012and2017
1,574
551
400
349
235
1,701
618
507
373
251
0
200
400
600
800
1,000
1,200
1,400
1,600
1,800
2,000
2,200
Deodorants Personal
cleansing
products
Skincare Shaving Haircare
2012 2017
USDMillion
Growth,
2.0%
Growth,
3.5%
Growth,
4.9% Growth,
1.9%
Growth,
1.9%
Keydriversinthemalegroomingsector
The economy is slowly improving, but consumers have learned to be more frugal, and
demand multiple functions, strong differentiation and/or superior results for repeat
purchasing.
Challengedmarketersareexpectedtodemonstratetherealvalueintheirproductsandwhy
theyareworthmorethanproductsfromothercompanies.
Brands that are heavily involved in social media will gain prominence in the future as
younger consumers grow, who require timely interactions from the companies that they
purchasefrom.
Therisingculturalacceptanceofusingmalespecificproductsandincreaseintheawareness
of the advantages of using products specific to men will drive the growth of the male
groomingindutryinthecomingyears.

4A14
214 MarketOverview
Figure29:FactorsAffectingtheFutureOutlookoftheGrowthoftheU.S.MaleGroomingMarketThrough2017
3.1%CAGR
through2017
PositiveFactors
Thetrendofmenbeingopento
usingmoregroomingproducts,
evencosmetics,willwiden
acceptanceinmanycountries
Creativepromotionsand
innovativeproductlaunches
gearedspecificallyformen
Growingawarenessamong
menoftheadvantagesof
usingmalespecificproducts
Growthofvalueaddedskin
careandpersonalcare
NegativeFactors
Successofmassbrandskeeps
overallvaluesaleslow
Waveringconsumerconfidence
Stillalotofmenuseproductsthat
arespecifictowomen
3.CONSUMERRESEARCH
In October and November 2012, Kline surveyed over 1,500 males between the ages of 15
and69onthetopicofgrooming.
Thesurveywasconductedacrosssixcountriesinfourdifferentlanguages.
Approximately 250 men from each of the six countries completed the survey: Brazil,
China,Germany,India,theUnitedKingdom,andtheUnitedStates.
This report chapter describes the results for the United States. The full multicountry
analysisisavailableinKlinesMaleGroomingProducts:GlobalMarketBrief.
HAIRCARE
Usage
Figure31:UsageofHairCareProductsbyMenintheUnitedStates
3%
7%
7%
8%
9%
11%
11%
12%
16%
29%
30%
42%
45%
79%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Noneoftheabove
Otherhaircareproducts
Hairstylingcream
Damagecontrolproducts
Haircolor/dye/greycoverage
Thinninghairprep/hairregrowthproduct
Hairstylingmousse
Hairstylingpomadeorwax
Hairspray
Hairstylinggel
Scalp/dandruffcontrolproducts
2in1shampooandconditioner
Conditioner
Shampoo
%Ofsurveyedmenwhouse
4A2
32 ConsumerResearch
Shampooisthemostpopularhaircareproductamongmen,followedbyconditioners.
Approximately 79% of the U.S. men use shampoos while 45% of them apply
conditioners.
Other popular hair care products are 2in1 shampoos and conditioners, scalp/dandruff
controlproducts,andhairstylinggels.
Nearly 42% of the men use 2in1 shampoos and conditioners, 30% employ scalp and
dandruffcontrolproducts,and29%ofthemusehairstylinggels.
The least popular products among U.S. men are hair styling creams and other hair care
products(7%each),followedbydamagecontrolproducts(8%).
Thereisamoderatedemandforproductssuchashairsprays(16%),hairstylingpomade
orwax(12%),hairstylingmousse(11%),andhairregrowthproducts(11%).
AfewpopularhaircarebrandsareHead&Shoulders,Suave,Pantene,Dove,Pert,Garnier,
Axe,TRESemm,andPaulMitchell.
Age
Figure32:AgeWhenHairCareProductsWereInitiallyUsed
13% 13%
22%
21%
10%
6%
4% 4%
5%
2%
0%
5%
10%
15%
20%
25%
Younger
than11
1314 1415 1618 1922 2325 2630 3140 41orolder Idon't
knowor
can't
remember
%Oftotal

33
ConsumerResearch
Nearly22%ofmenintheUnitedStatescommenceusinghaircareproductswhenaged14
or15yearsandapproximately21%ofthembetweentheagesof16and18years.
Closeto13%ofthemenbeginusingsuchproductsbetweentheagesof11and13.
Roughly the same percentage of men (13%) starts using them even before the age of
11.
OutofthetotalnumberofmensurveyedintheUnitedStates,around2%ofthemcouldnot
recollecttheiragewhentheycommencedusinghaircareproducts.
Almost 10% of the men started using these products between the ages of 19 and 22 and
onlyabout6%ofthembetween23and25years.
Influences
Figure33:ReasonsforInitiallyUsingHairCareProducts,NumberofResponsesperChoice
7
5
8
11
16
16
21
22
25
29
30
0 5 10 15 20 25 30 35
Can'tremember
Other
Myspouseorpartnerrecommendedit
Wasgiventheproductasagift
Foraspecialoccasion
Isawitadvertisedoronspecialoffer
OtherpeoplesuggestedthatIuseit
Afriendwasusingitorrecommendedit
TheproductwasthereathomesoIstartedusingit
Afamilymemberrecommendedit
IrealizedthatIneededtouseit
NOTE:Morethanonereasoncouldhavebeenchosenbyeachrespondent.
Numberofresponses
4A4
34 ConsumerResearch
Themostpopularreasonthathasbeenstatedbyrespondentsistheselfrealizationonthe
need to be using hair care products; 30 responses out of the total 113 responses showed
thatmenstartedusingsuchproductsduetothisreason.
Apart from selfrealization, recommendations by a family member, product presence at

home,recommendations/usageof theproductbyafriend,andsuggestionsgiven byother
peoplearereasonsforusinghaircareproductsinitially.
Sevenpeoplewhotookpartinthesurveycouldnotrememberthereasonsthatinfluenced
themtocommenceusinghaircareproducts.
Other reasons that influenced men in the United States to use such products are
advertisementsorspecialoffers(16responses),specialoccasions(16replies),andthatthe
productwasgiventothemasagift(11answers).
Haircareconcerns
Figure34:HairCareConcerns
32%
30%
21%
19%
17%
13%
12%
11%
8%
6%
5%
4%
22%
0%
5%
10%
15%
20%
25%
30%
35%
Thinning
hairor
Dandruff Itchy
scalp
Oilyhair Greyhair Howto
styleit
Dryhair Fine,limp
hair
Frizzy
hair
Hairtoo
curly
Hairtoo
thick
Coarse
hair
Noneof
theabove
%Oftotal

35
ConsumerResearch
About32%ofthemenworryabouthairlossorthinningofhair.
Apart from hair loss, other major hair care concerns are dandruff (30%), itchy scalp
(21%),andoilyhair(19%).
Approximately22%oftherespondentssurveyedhadnomajorhairconcernsatall.
Coarse hair, extremely thick hair, curly hair, and frizzy hair are the least hair care
concernsamongU.S.men.
Only17%ofthemenstatedthattheyworryaboutgrayhair,13%abouthowtostyletheir
hairwell,12%aboutdryhair,and11%aboutfineorlimphair.
SKINCARE
Usage
Figure35:UsageofSkinCareProductsbyMenintheUnitedStates
34%
7%
5%
5%
9%
10%
10%
14%
17%
20%
21%
26%
30%
43%
0% 10% 20% 30% 40% 50%
Noneoftheabove
Otherfacialskincareproducts
Facialselftanningorsunlesstanningproducts
Tintedmoisturizer
Darkspotcorrector/skinbrightener(antidiscoloration,
antidarkspot/markproduct)
Oilcontrolling treatment/antishineproduct
Eyetreatment
Toner/astringent
Facialsunscreen
Acnetreatment
Facialscruborexfoliator
Facialmoisturizer
Bodycreams/lotions
Facialcleanserorwash
%Oftotal
4A6
36 ConsumerResearch
Facialcleanserorfacewashisthemostpopularskincareproductamongmen.
Almost43%oftherespondentssurveyedclaimedtousethisproduct.
Otherskincareproductsthatareoftenusedbymenarebodycreamsandlotions(30%),
facialmoisturizers(26%),facialscruborexfoliator(21%),andacnetreatmentproducts
(20%).
Ofthetotalrespondentssurveyed,34%ofthemstatedtobeusingnoneoftheseskin
careproducts.
The least popular products among men are tinted moisturizer (5%), facial selftanning
or sunless tanning products (5%), other facial skin care products (7%), and dark spot
correctorsorskinbrighteners(9%).
Popular facial cleanser brands in the United States are Clean & Clear, Neutrogena,
Proactiv, and Dove. Vaseline, Dove, Jergens, Lubriderm and Neutrogena are a few
popularbodylotionbrandsamongstthemen.
Age
Figure36:AgeofMenWhentheyInitiallyUsedSkinCareProducts
10%
16%
14%
22%
9%
6%
4%
3%
9%
7%
0%
5%
10%
15%
20%
25%
Younger
than11
1113 1415 1618 1922 2325 2630 3140 41orolder Idon't
knowor
can't
remember
%Oftotal

37
ConsumerResearch
In the United States, 22% of the men commenced using skin care products between the
ages of 16 and 18 while 16% of them began employing these products at ages 11 to 13
years.
While14%ofthemassertedtohavecommencedusingproductsatages14to15years,
only10%ofthemenstartedusingtheseproductsevenbeforetheageof11years.
About 7% of the men who took part in the survey could not recollect the age when
theyinitiallyusedskincareproducts.
Influences
Figure37:ReasonsforInitialUseofSkinCareProducts:NumberofResponsesperChoice
13
8
7
10
14
18
19
23
47
91
0 10 20 30 40 50 60 70 80 90 100
Can'tremember
Other(pleasespecify)
Isawitadvertised oronspecialoffer
Afamilymemberwasusingit,orrecommendedit
Numberofresponses
4A8
38 ConsumerResearch
The most popular influence to start using skin care products was selfrealization by the
individual91 out of the 173 responses given in this survey stated this reason for having
beguntousesuchproducts.
Other reasons stated by the respondents are recommendations by a family member (47
responses), suggestions by other people (23 responses), suggestions/usage of the product
byafriend(19responses),andproductpresenceathome(18responses).
Almost13personswereunabletorememberthereasonforcommencingtheusageofsuch
products.
Table31:TheUnitedStates:ComparisonAcrossShoppingChannelsforSkinCareProducts
Shoppingchannel %Oftotal
Massmerchandisers 53
Drugstores 48
Food/grocerystores 25
Warehouseclub 16
Internet/online/mobilephone 14
Discountdepartmentstores 10
Midrangedepartmentstores 10
Specialtybeauty/cosmeticstores 10
Upscaledepartmentstores 9
Dollarstore 9
Idon'tshopfortheseproducts,someoneelsebuysthemforme 8
Freestandingstoreswhichonlycarryonebrand 7
Catalog/mailorder 5
Persontopersonsales 4
Spaorsalon 4
Doctorsoffice 2
HomeshoppingTVchannels 1
Other/dontknow
NOTE:Morethanonechannelcouldhavebeenchosenbyeachrespondent.
IntheUnitedStates,53%ofthemenshopatmassmerchandisestoreslikeWalmart,Target,
andKmart,and48%ofthemusedrugstoresandpharmacies,suchasWalgreensandCVS.
Nexthighestinpopularity,25%ofthemenpurchasebuyskincareproductsatfood/grocery
stores.
The least popular channels are doctors office, home shopping television channels, and
persontopersonsales,suchasAvon.
39
ConsumerResearch
Skincareconcerns
Figure38:SkinCareConcernsintheUnitedStates
22%
3%
4%
5%
7%
10%
11%
13%
13%
13%
14%
14%
14%
18%
20%
22%
24%
31%
0% 5% 10% 15% 20% 25% 30% 35%
Noneofthese
Brokencapillaries/spider veins
Rosacea
Saggingfacialskin
Unevenskintoneorhyperpigmentation
Irritation/redness
Ingrownhairs
Sundamage
Darkcirclesundereyes
DarkSpots
Scars
Drypatches
Largepores
Eyepuffinessorbagsundereyes
Postacnemarksorscars
Oilyskin
Linesorwrinkles
Acne/blemishes
%Oftotal
AcneorblemishesisthemajorskincareconcernofmenintheUnitedStates.
Approximately31%ofthemenworryaboutthisparticularskinproblem.
Nearly 24% of them are concerned about lines or wrinkles, 22% stated that oily skin
bothersthem,and20%ofthemworryaboutpostacnescarsormarks.
Arecord22%ofthemenintheUnitedStatesdonotworryaboutanyskincareconcern
atall.
Menalsoworryabouteyepuffiness(18%),largepores(14%),drypatches(14%),scars
(14%),sundamage(13%),anddarkcirclesundereyes(13%).
Spiderveins,rosacea,saggingfacialskin,andunevenskintonearetheleastoftheirworries.

4A10
310 ConsumerResearch
FRAGRANCES
Usage
Figure39:UsageofFragranceProductsintheUnitedStates
59%
41%
14%
27%
0%
10%
20%
30%
40%
50%
60%
70%
Cologne Aftershave Otherfragrances Noneoftheabove
%Oftotal
Among the fragrance products available in the United States, Cologne is the most popular
productfollowedbyaftershave.
Nearly 59% of the survey participants started to use cologne and about 41% of the
respondentsuseaftershaveproducts.
IntheUnitedStates,roughly27%ofthemendonotuseanyfragranceproductsatall.
Only14%ofthemenuseotherfragrances.
Axe, Old Spice, Calvin Klein, Polo Club, Hugo Boss, Drakkar, Adidas, Gillette, Armani, and
Davidoffareafewpopularbrandsoffragranceproducts.

311
ConsumerResearch
Age
Figure310:AgeofMenWhentheyInitiallyUsedFragranceProducts,ComparisonAcrossCountries
3%
11%
25%
35%
15%
5%
1%
3%
2%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Youngerthan
11
1113 1415 1618 1922 2325 2630 31orolder Idon'tknow
orcan't
b
%Oftotal
Around35%ofmenintheUnitedStatesbeginusingfragranceproductsbetweentheages
of16and18.
Nearly 25% of the respondents commenced using such products at ages 14 and 15 years
and15%ofthembetweenages19and22.
Of the total people surveyed, 2% of them were unable to recollect the age when they
initiallyusedfragranceproducts.
While13%ofthemenstartedusingtheseproductsbetweentheagesof11and13,only3%
of the respondents stated that they were below the age of 11 when they initially used
fragranceproducts.

4A12
Influences
Figure311:InfluencesandReasonsforInitialUseofFragrances,NumberofResponsesPerChoice
14
7
4
16
21
22
26
27
28
55
66
0 10 20 30 40 50 60 70
Can'tremember
Foraspecialoccasion
Numberofresponses
GiftedfragranceproductsareamajorinfluenceformenintheUnitedStatestocommence
employingsuchproducts.
Realizationontheneedtousesuchproducts(55responses),recommendationsbyafriend
(28 responses), suggestions by a family member (27 responses), and special occasions (26
answers) are other popular reasons that influence men to employ fragrance products
initially.
Spousalrecommendationistheleastpopularreasonamongmenanditinfluencesonlyfour
participantsinthesurvey.

313
ConsumerResearch
Table32:TheUnitedStates:ComparisonAcrossShoppingChannelsforFragrances
Drugstores 17
Warehouseclub 11
Specialtybeauty/cosmeticstoreswhichcarryseveralbrands 8
Dollarstore 7
Freestandingstoreswhichonlycarryonebrand,suchasAveda,TheBodyShop,etc. 6
DutyFree(airport,inflight,etc.) 5
Catalog/mailorder 5
Other/dontknow 5
MassmerchandiserssuchasWalmart,Target,andKMartandmidrangedepartmentstores
like Macys, Lord & Taylor, and Dillards are the most popular distribution channels for
fragranceproductsintheUnitedStates.
Home shopping television channels, duty free stores, persontoperson sales, and catalog
orderarenotutilizedbymany.

4A14
ORALCAREPRODUCTS
Usage
Figure312:UsageofOralCareProductsbyMenintheUnitedStates
75%
26%
22%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Mouthwash Whiteningproductsa Noneoftheabove
a Includesstrips,trays,etc.(notincludingtoothpasteormouthwashwithwhiteningproperties)
%Oftotal
MenintheUnitedStatesusemouthwashesmoreoftenthananyotheroralcareproducts.
Nearly75%ofthemenstatedtousethisproduct.
Nearly22%ofthemendonotuseanyofthementionedoralcareproducts.
WhiteningproductssuchasstripsandtraysarepopularamongmenintheUnitedStates.
About26%ofthemutilizesuchproducts.
PopularoralcarebrandsincludeListerine,Crest,Colgate,Scope,Equate,andMelaleuca.

315
ConsumerResearch
OTHERTOILETRIES
Usage
Figure313:UsageOtherToiletriesProductsbyMenintheUnitedStates
90%
77%
70%
67%
32%
48%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Deodorant
antiperspirant
stick/rollon/
underarmspray
Barsoap Shavingcreamor
gel
Bodywashor
showergel
Deodorant body
sprayorfragrance
spray
Othertoiletries
%Oftotal
ThemostpopulartoiletriesproductintheUnitedStatesisrollonandantiperspirantsticks
whichisfollowedbybarsoaps.
Ninetypercentofthemenuseantiperspirantsticksandrollon.
While77%ofthemenusebarsoaps,nearly67%ofthemusebodywashorshowergels.
Shavingcreamandgelisregularlyusedby70%ofthemenintheUnitedStates.
Othertoiletriesproductsanddeodorantbodyspraysarealsooftenusedbymen.
PopulardeodorantssticksorspraybrandsincludeAxe/Lynx,Rexona,Nivea,OldSpice,Dove,
Gillette, Right Guard, and Degree. Axe/Lynx, Rexona, Nivea, and Adidas are highly popular
brandsofdeodorantbodyspray.

4A16
Age
Figure314:AgeofMenWhenTheyInitiallyUsedOtherToiletriesProducts
14%
11%
13%
10%
11%
6%
7%
11%
10%
7%
0%
2%
4%
6%
8%
10%
12%
14%
16%
Younger
than11
1113 1415 1618 1922 2325 2630 3140 41orolder Idon't
knowor
can't
remember
%Oftotal
About14%ofthemencommenceusingothertoiletriesproductsbeforetheageof11.
Around13%ofthembegintoutilizesuchproductsattheagesof14and15years.
Nearly11%ofthemencommenceusingproductslikeshowergelsanddeodorantsatages
11to13,19to22,and31to40.
Only 6% of the respondents were in the age group of 23 to 25 when they initially began
usingsuchproducts.
Meanwhile, 7% of U.S. men were unable to recollect their age when they started using
othertoiletriesproducts.

317
ConsumerResearch
Influences
Figure315:ReasonsforInitialUseofOtherToiletriesProduct:NumberofResponsesPerChoice
9
8
7
17
23
24
28
32
33
49
50
0 10 20 30 40 50 60
Can'tremember
Foraspecialoccasion
NOTE:Morethanonereasoncouldhavebeenchosenbyeachrespondent.
Numberofresponses
Recommendations by a family member (50 of the U.S. responses) is the most popular
reasonforthestartofusingsuchproductsintheUnitedStates.
Other prominent influences are product presence at home, selfrealization on the need to
usesuchproducts,andadvertisements.
Whilenineofthe164responsescouldnotrecollectthereasonthatinfluencedthem,eight
responsesstatedotherreasons.
Other popular reasons that influence men in the United States are that such products are
given as gifts, recommendations or usage of products by a friend, and suggestions by
spouse.

4A18
Table33:TheUnitedStates:ComparisonAcrossShoppingChannelsforOtherToiletries
Drugstores 44
Warehouseclub 21
Dollarstore 13
Specialtybeauty/cosmeticstoreswhichcarryseveralbrands 5
Freestandingstoreswhichonlycarryonebrand 4
Catalog/mailorder 1
Other/dontknow
Massmerchandisersarethemostfavorablestoresforpurchasingothertoiletriesproducts.
Almost 63% of men in the United States shop at mass merchandise stores for such
products.
It is followed by drug stores such as Walgreens or CVS (44%) and food/grocery stores
(43%).
Homeshoppingtelevisionchannelsandcatalog/mailorderaretheretailerswiththelowest
penetration.

319
ConsumerResearch
ATTITUDESABOUTGROOMING
Figure316:GroomingAttitudesIDontReallyCareAboutmyAppearance
0% 20% 40% 60% 80% 100%
Average
UnitedStates
Stronglyagree Somewhatagree Neitheragreenordisagree
Somewhatdisagree Stronglydisagree
Figure317:GroomingAttitudesIWouldConsiderHavingPlasticSurgery
0% 20% 40% 60% 80% 100%
Average
UnitedStates
4A20
Figure318:GroomingAttitudesIamConcernedAboutmyFaceLookingOlder
0% 20% 40% 60% 80% 100%
Average
UnitedStates
Figure319:GroomingAttitudesCleansingisReallyAllYouNeedtoTakeCareofYourSkin
0% 20% 40% 60% 80% 100%
Average
UnitedStates

321
ConsumerResearch
Figure320:GroomingAttitudesMoisturizingisanImportantAspectofSkinCare
0% 20% 40% 60% 80% 100%
Average
UnitedStates
Figure321:GroomingAttitudesILiketoTryDifferentBrandsofGroomingProducts,IamNotThatBrandLoyal
0% 20% 40% 60% 80% 100%
Average
UnitedStates
4A22
Figure322:GroomingAttitudesIEnjoyGrooming,ItMakesMeFeelGood
0% 20% 40% 60% 80% 100%
Average
UnitedStates
Figure323:GroomingAttitudesItakePrideinCaringformySkin
0% 20% 40% 60% 80% 100%
Average
UnitedStates

323
ConsumerResearch
Figure324:GroomingAttitudesITrytoKeepUpwiththeLatestSkinCareAdvances
0% 20% 40% 60% 80% 100%
Average
UnitedStates
Figure325:GroomingAttitudesILiketoUseNaturalorOrganicProducts
0% 20% 40% 60% 80% 100%
Average
UnitedStates
4A24
Figure326:GroomingAttitudesIWouldConsiderHavingNoninvasiveProcedureslikeBotox
0% 20% 40% 60% 80% 100%
Average
UnitedStates
GroomingattitudesintheUnitedStates
In the United States, 45% of the men strongly disagree that they do not care for their
appearancewhile2%stronglyagreethattheydonot.
Twentytwopercentofmenarenotveryconcernedaboutlookingolderwhile25%ofthem
somewhatagreedthatitdidworrythem.
Sixty percent of the men strongly disagree to consider plastic surgery and noninvasive
treatmentslikeBotoxwhileonly2%stronglyagree.
While9%ofthemstronglyagree,32%ofU.S.menarenotsureifonlycleansingissufficient
totakecareoftheskin.
Twentyonepercentofmenconsidermoisturizertobeanessentialskincareproductwhile
4%stronglydisagree.
Twentysevenpercentofthemarenotsureiftheywouldliketotryoutdifferentbrandsof
groomingproductswhile12%ofthemwouldconsiderotherbrands.

325
ConsumerResearch
In the United States, 19% enjoy grooming and only 14% take pride in taking care of their
skin.
Thirtyonepercentofthemensomewhatdisagreethattheyfollowlatestskincareadvances,
while10%liketouseorganicproducts.
Fiftyseven percent of the respondents did not have children below 18 years living in their
homewhile41%ofthemdid.

4A26
APPENDIX
HAIRCARE
TableA1:ShampooBrandsCitedbyMenintheUnitedStates
Brandname Numberoftimesmentioned
Head&Shoulders 72
Suave 65
Pantene 22
Dove 21
Pert 17
Garnier 16
Axe 16
TRESemm 13
PaulMitchell 6
Aveda 4
Equate 4
AmericanCrew 3
Gillette 3
Nexus 2
Affinia 1

4A2
A2 Appendix
TableA2:HairStylingProductBrandsCitedbyMenintheUnitedStates
Suave 13
Axe 12
AmericanCrew 8
TRESemm 7
PaulMitchell 6
Dove 5
Redken 4
ConsortForMen 3
Gillette 3
LaBella 3
HerbalEssence 2
Spiker 2
Biosilk 1
Brylcream 1
Clubman 1
Gatsby 1
Jack's 1
Matrix 1
Mennen 1
Murray'sPomade 1
Neutrogena 1
Nexxus 1

A3
Appendix
SKINCARE
TableA3:FaceCleanserandFaceWashBrandsCitedbyMenintheUnitedStates
Clean&Clear 20
Neutrogena 20
Proactiv 14
Dove 11
Clearasil 9
Oxy 9
Olay 8
Aveeno 5
Nivea 5
Aveda 3
Kiehl's 3
Equate 2
Gillette 2
Avon 1
Origins 1
TableA4:FaceScrub/ExfoliatorBrandsCitedbyMenintheUnitedStates
Neutrogena 11
Clean&Clear 10
Dove 7
Olay 7
St.Ives 7
Proactiv 6
Biore 3
CVS 3
Nivea 3
Clearasil 2
ElizabethArden 1
LabSeries 1
OldSpice 1
Up&Up 1
4A4
A4 Appendix
TableA5:Toner/AstringentBrandsCitedbyMenintheUnitedStates
Proactiv 5
St.Ives 5
Clean&Clear 4
Dove 4
Neutrogena 4
Clinique 3
Suave 3
Biore 2
Nivea 2
Olay 2
SeaBreeze 2
Dial 1
Equate 1
LabSeries 1
TableA6:FacialMoisturizerBrandsCitedbyMenintheUnitedStates
Olay 12
Neutrogena 11
Nivea 10
Dove 9
Proactive 5
Aveeno 4
Biore 3
Vaseline 3
Aveda 2
Cetaphil 2
Avon 1
Bath&BodyWorks 1
Clean&Clear 1
Garnier 1
LabSeries 1
PeterThomasRoth 1

A5
Appendix
TableA7:TintedMoisturizerBrandsCitedbyMenintheUnitedStates
Dove 4
Maybelline 3
Neutrogena 3
Nivea 3
Anthony 1
Biore 1
LabSeries 1
Olay 1
PeterThomasRoth 1
TableA8:EyeTreatmentProductBrandsCitedbyMenintheUnitedStates
Suave 4
Nivea 3
Olay 3
Visine 3
Dove 2
Garnier 2
LOral 2
Neutrogena 2
Biore 1
LabSeries 1
TableA9:AcneTreatmentProductBrandsCitedbyMenintheUnitedStates
Clearasil 11
Neutrogena 8
Oxy 7
Clean&Clear 5
Avon 3
Dove 3
Loreal 1
Murad 1
Nivea 1
Pimplex 1
Stridex 1
4A6
A6 Appendix
TableA10:OilControlTreatmentProductBrandsCitedbyMenintheUnitedStates
Dove 5
Clearasil 4
Neutrogena 4
Clean&Clear 3
Nivea 3
Axe 1
Noxema 1
Oldspice 1
Proactive 1
St.Ives 1
TableA11:FacialSunscreenBrandsCitedbyMenintheUnitedStates
BananaBoat 7
Neutrogena 5
Coppertone 4
Olay 4
BullFrog 2
Dove 2
Nivea 2
Aveeno 1
Avon 1
Axe 1
Biore 1
BurtBees 1
Eucerin 1
LabSeries 1
Lancme 1
PeterThomasRoth 1
Vaseline 1

A7
Appendix
TableA12:DarkSpotCorrectorBrandsCitedbyMenintheUnitedStates
Olay 5
Dove 2
Axe 1
Biore 1
Eucerin 1
LabSeries 1
LOral 1
Maybelline 1
Neutrogena 1
Nivea 1
Oldspice 1
Sephora 1
Suave 1
Vaseline 1
TableA13:FaceSelftanningBrandsCitedbyMenintheUnitedStates
BananaBoat 2
Coppertone 2
Neutrogena 2
Axe 1
Dior 1
Eucerin 1
Jergens 1
Nivea 1

4A8
A8 Appendix
TableA14:OtherFacialSkinCareProductsCitedbyMenintheUnitedStates
Neutrogena 2
Nivea 2
Cetaphil 1
Clearasil 1
Clinique 1
Dove 1
Garnier 1
Jergens 1
LabSeries 1
Maybelline 1
St.Ives 1
TableA15:BodyLotion/CreamBrandsCitedbyMenintheUnitedStates
Vaseline 14
Dove 10
Jergens 6
Lubriderm 6
Neutrogena 5
Aveeno 4
Nivea 4
Suave 4
Axe 3
Bath&BodyWorks 3
Cetaphil 3
Equate 2
Eucerin 2
GoldBond 2
Olay 2
Avon 1
BurtBees 1
Johnson'sLotion 1

A9
Appendix
FRAGRANCEPRODUCTS
TableA16:FragranceProductBrandsCitedbyMenintheUnitedStates
Axe 24
OldSpice 24
CalvinKlein 21
PoloClub 16
Armani 11
Drakkar 11
HugoBoss 11
Gillette 10
Burberry 9
Adidas 8
CurveForMen 8
Brut 7
Gucci 7
RalphLauren 6
Eternity 5
Nautica 5
Versace 5
Obsession 4
DavidoffAdventure 3
Prada 3
TimMcGraw 3
Laugerfeld 1
MichaelJordan 1

4A10
A10 Appendix

A11
Appendix
ORALCARE
TableA17:OralCareBrandsCitedbyMenintheUnitedStates
Listerine 79
Crest 70
Colgate 49
Scope 28
Equate 9
Melaleuca 3
GreenOne 1
4A12
A12 Appendix

A13
Appendix
OTHERTOILETRIES
TableA18:Deodorant(Gel,Stick,Rollon,orSpray)BrandsCitedbyMenintheUnitedStates
Suave 13
Axe 12
AmericanCrew 8
TRESemm 7
PaulMitchell 6
Dove 5
Redken 4
ConsortForMen 3
Gillette 3
LaBella 3
HerbalEssence 2
Spiker 2
Biosilk 1
Brylcream 1
Clubman 1
Gatsby 1
Jack's 1
Matrix 1
Mennen 1
Murray'sPomade 1
Neutrogena 1
Nexxus 1

4A14
A14 Appendix
TableA19:DeodorantBodySprayBrandsCitedbyMenintheUnitedStates
Axe 44
OldSpice 20
Dove 4
RightGuard 4
PoloClub 3
SpeedStick 3
Adidas 2
Burberry 2
Drakkar 2
Dial 1
Mitchum 1
Nivea 1
TableA20:BodyWashandShowerGelBrandsCitedbyMenintheUnitedStates
Axe 58
OldSpice 39
Dove 36
Suave 19
IrishSprings 18
Gillette 15
Dial 14
Nivea 12
Neutrogena 7
Bath&BodyWorks 6
HerbalEssence 3

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Male Grooming Products:

U.S. Market Brief

2. Restrict circulation of this report to its own employees and those of

As competition increases, marketers introduce new, innovative products, especially in the

In terms of market share, deodorants and antiperspirants continues to be the leading

Apart from selfrealization, recommendations by a family member, product presence at

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