It’s a Man’s World: Men’s Grooming Breaks New Ground

In 2014, for the first time, men spent more cash on male-specific toiletries than on shaving products. Tapping into the burgeoning global demand for men’s grooming products is no easy matter, especially for brand owners that have spent decades nurturing female consumers. Brazil has been the standout growth market for men’s toiletries during the last five years, and trading down there is less visible in men’s products than women’s. In the year ahead, a further segmentation of men’s grooming is expected, particularly in the developed markets where there are opportunities for a stronger development of anti-agers.

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