Men’s grooming has begun to flourish as a result of changing sentiments toward beauty and personal care, thus broadening the market for male-specific products.

Euromonitor International estimates that the U.S. men’s toiletries market (men’s bath and shower, deodorants, hair care, and skincare) grew at a current value CAGR of 7.2% from 2013 to 2018. As a result of this market’s development, the packaging behind this growing number of SKUs targeted for men has been forced to adapt and will continue to do so moving forward.

To no one’s surprise, the average male consumer has different priorities, considerations, and values when it comes to personal care routines when compared to women.

Brands and retailers alike understand these differences and, as a result, have adopted alternative strategies in appealing to men. Simplicity and function stand out as primary elements in appealing to the male consumer.

Simplicity and Function

While media attention is often directed toward the extremes that male consumers have gone in changing their personal care routines such as using color cosmetics and skincare, most men in the U.S. do not use or even understand the purpose of these products.

Male education on personal care routines is developing and therefore an emphasis is being made in keeping packaging for men’s grooming products as simple and straightforward as possible.

Popular brands such as Harry’s and Dove Men+ Care both retain simple packaging designs focusing on the product type, and feature common male tones of greys, blues, and greens, all while avoiding overzealous benefits of use that are boasted on many female products.

As men become more comfortable with the use of skincare and other products beyond shampoo, 2-in-1’s, or body wash, the packaging designs that have dominated male targeted products will seep further into these newly ventured categories. Soon these packaging designs will be more commonly found in historically absent aisles as retailers carve out more space for men’s grooming. 

Photos: (1) via Harry's; (2) The author, Andrew Stablein

ABOUT THE AUTHOR

Andrew Stablein is a research analyst at Euromonitor International. Based in Euromonitor’s Chicago office, Andrew specializes in providing insights for competitive analysis, consumer trends, and growth opportunities in the U.S. personal care and consumer health industries. He is particularly interested in the disruption being brought to these fast-paced industries through the likes of e-commerce and changing consumer attitudes.

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