Men focus on face

Men are putting their best face forward and are catching up to women by taking on a skin care regimen that goes beyond a hasty shave.

As previously reported by Drug Store News, the NPD Group released in 2012 the results on the men's skin care market and found that men's skin care sales in the prestige market increased 6% between January and July 2012, compared with the same time in 2011, generating $45.5 million. In addition, NPD found that at least 7-out-of-10 men are buying facial skin care products for themselves.

Mass market manufacturers are responding to the resurgence of the men's grooming buzz by developing new skin care lines just for him.

One example is Dove Men+Care, a Unilever personal care brand for him, which announced in early February that it is launching a skin care line for men — marking the brand's first foray into face care products. The new Dove Men+Care Face Range includes cleansing, shaving, post-shave and face care products. The collection was developed to tackle some of men's most common skin issues, from dryness and shaving irritation to sensitivity and blocked pores.

Unilever also is broadening its Axe brand with a new face range for guys. The new Axe Face range includes face wash, shave gel and post-shave hydrator products. It is comprised of four unique variants: Axe Chilled, Axe Shield, Axe Boost and Axe Controil.

Unilever also has teamed up with Energizer Holdings' Schick to launch the Axe Razor. It is a new version of Schick's value-priced Hydro 3 model with Axe's trademark black styling and packaging.

During Energizer Holding's first-quarter conference call in January with analysts, Ward Klein, CEO of Energizer Holdings, said, "It's owned by us, so it would be managed by us. It is a co-branded opportunity, so we, in effect, are licensing the Axe brand for this particular product. And obviously, we're coordinating the use of that brand with Unilever's use of that brand globally. We think it's a wonderful opportunity for us. We think it's a wonderful opportunity for Unilever. I think for our retail customers, we're trying this out and I think consumers will respond well to it."

In other shave-related news, Procter & Gamble's Gillette brand has announced the launch of the Sensitive Skin portfolio for men. The portfolio includes the ProGlide Silvertouch razor, the new ProGlide Sensitive Shave Gel, Mach3 Sensitive razor and Gillette Sensitive Disposables.

 

The article above is part of the DSN Category Review Series. For the complete Men's Grooming Sell-Through Report, including extensive charts, data and more analysis, click here.