We have often listened about female grooming markets and female companies entering like Lakme, Hindustan Uniliver, Dove, Vaseline but what about men’s products? They are very few. I have heard about Gillette, Heald and Shoulders, Ponds men. But why very less products for men? Is the men’s grooming market is increasing all over the world?
The need
As I mentioned before that men are comparatively less despite the fact that men’s grooming is increasing in our country. The women who started the brand nutjob had a story behind it. They told that their father’s faced a problem when there were no products for intimate hygiene.
Heat and sweat made created a lot of rashes on the lower part of the body. Sex is taboo in our country. They found it very interesting yet a problem to solve. Even I find men’s grooming interesting.
It’s not that there are no products for men. But people have created s stereotype that men have only have to use shaving products.
Earlier before globalization, there were few companies and very minimal companies that offered male products. After globalization product companies came into existence but there were more female products. Like in the nineties companies like fair and lovely, vaseline came into existence as India opened its gates for multinational conglomerates.
Male products like Fair and handsome came into the Indian market later. people never talked about male grooming products. Only a few heard about it. It was always about female grooming products.
Male products boomed in foreign countries but not in India. There were face wash, face scrub for men but Indian Skin is geographically different. Males used female products which are sometimes weird. With the upcoming products produced by beauty companies in India, we need more awareness and more products according to Indian Skin for men.
How is men’s grooming increasing in India?
In the present times, men are also grooming themselves. They are also spending a lot of time in saloons. Many foreign companies are also entered the Indian market and were successful. These products were endorsed by famous celebrities like Hrithik Roshan, Shah Rukh Khan, John Abraham.
It covered a wider audience and men want to use these products as they feel that want to be attractive as the filmstars are. The reach of the internet has created a lot of awareness among men over these years. Men take guidance from the internet if they are having any problems.
They are also taking a lot of hair treatments and skin treatments to make sure that they look perfect. If they are in their twenties and men indulge in relationships so to impress girls they keep themselves physically perfect so that the girl gets impressed on their first meet.
Social media has impacted a lot on men as the youth is spending time on social media and many companies market their brand there. It creates awareness among young men and they purchase them.
Offering discounts, coupons is increasing customer base. Men also have manicures, pedicures, facials, etc to enhance themselves as it boosts their self-confidence.
Why it’s not scaling?
There are giant companies like l’oreal, Gillette, etc. But they are facing some challenges to survive in the south Asian market. With respect to India though they sell the products but sometimes it does not to the Indian Skin.
We have products for men but sometimes it happens that it does not suit Indian Skin. There are international Saloons in Our country but how many people can afford them? The percentage is very less. Sometimes the men’s products are very expensive.
If we cater to a large audience the percentage of the middle class is more. Affordability becomes an issue. The variety among men’s products is less.
Conclusion
I feel men’s grooming has a lot of potential and it can take a boom if can work on it more.
Written by Ananya Birla
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