mens grooming report final

8/12/2019 Mens Grooming Report FINAL

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THE LORAL UK MENS GROOMING REPORT 2010

MARCH 2010


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THE MENS GROOMING MARKET

Foreword Executive Summary

METHODOLOGY

Methodology

Products Men Couldnt Live Without

2009 Top Selling LOral Male Grooming Products

MEN & GROOMING IN THE UK

21st Centur y Attitudes Towards Male Grooming

Male Grooming and Ageing

Male Grooming and the Recession

The Daily Routine of Grooming in the UK

The Purchasing Process

CONTENTS

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FOREWORD

The UK mens grooming market is a key area ofgrowth for the UK cosmetics industry. LOralhas over 16 brands offering a broad and diverserange of mens grooming products. The LOralgroup continued to grow in the third quarter of2009 (0.8 percent) LOral UK is thecompanys third largest subsidiary.

The mens market is continuing to grow attwice* the rate of the womens market in the UKas men invest more heavily in and place greaterimportance on grooming. 2010 will give rise toa new male stereotype, the Retrosexual man,who reclaims an idea of masculinity based onold-fashioned male values, unashamedlyincorporating personal grooming as a sign ofpride and confidence.

The LOral UK Mens Grooming Report

highlights the extent to which perceptions of mensgrooming have changed and how this has affectedmens daily grooming routines and purchasinghabits, thereby fuelling one of the biggest growthmarkets in the UK cosmetics industr y.

Based on research and sales information from arange of LOral brands, the LOral UK MensGrooming Report analyses the influence of theeconomic climate on psychological attitudestowards grooming and spending.

The Report splits the trends according to thefollowing categories:

21st Century attitudes towards male grooming

Male grooming and ageing

Male grooming and the recession

The daily routine of grooming in the UK

The purchasing process

*SOURCE: AC Nielsen, YTD, Oct 09

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EXECUTIVE SUMMARY

Maintaining personal appearance is a key priority

for the majority of British men. 78 percent ofmen nationwide claim that it is very important tomaintain a good appearance signalling the birthof the Retrosexual Generation

There is a growing acceptance that personal

grooming is no longer something to beashamed of with a new RetrosexualGeneration unashamedly incorporatingpersonal grooming as a sign of pride andconfidence. 67 percent of men nationwideclaim that taking care of personal appearanceis more acceptable than it was in the past

The move towards a growing acceptance of

the importance of grooming is spurred on bypersonal ambition rather than pressure fromfriends and partners. 47 percent of men claimthat a well managed personal appearance has

helped them to progress in their career whileless than a third of men (28 percent) havetaken more care of their personal appearancedue to pressure from their partner

Rather than being motivated by pressure from

friends and family, being well groomed isdriven by a desire to gain increased confidence,which is needed to reach personal andprofessional goals. 72 percent of men and84 percent of 18-29 year olds claim thatbeing well-groomed makes them feelmore confident

35 percent of UK men have already used, or

would be open to using hair colorant, while65 percent of men have already used, orwould be open to using moisturiser in a bid totackle the signs of ageing

Men across the UK are turning to cosmetics as

a means of overcoming the ageing effects ofthe recession. Feeling tired as a result of theassociated stresses of the last 12 months wasthe primary concern for 50 percent of

British men

Increasing concerns about the recessions

effects on skin appearance has led this tobecome a key purchase area for men. One infour men now use facial moisturiser regularly,and 39 percent of men use facial cleansers to

take care of their skin

The majority of UK men are using cosmetics

products as part of their daily routine ratherthan saving them for special occasions

Despite the growth in the availability of mens

grooming products, on average 39 percent of

men are still opting to use products designedfor women as a part of their dailygrooming routine

Despite the personal motivations behind the

use of cosmetics, men are responsible for thepurchasing of 69 percent of the products thatthey use relying on friends and family topurchase a number of their products

This should not be taken as a sign of

embarrassment about purchasing of theseproducts. 63 percent of men claim that there

are no products that they would not admit tousing in front of their friends. Similarly 82

percent of men claim that there are nocosmetics products that they would beembarrassed to buy for themselves

One in three men spend over 10 per week on

toiletry and grooming products.

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METHODOLOGY

LOral surveyed 1,013 men;

a nationally representativesample in terms of age,

social class and region. The

questionnaire was conducted

online during November 2009.

Additional supporting data was

supplied by IPSOS 2007, AC

Nielsen, TNS Worldpanel andMillward Brown 2009.

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MENS MUST HAVEPRODUCTS

We asked men to name the one product theycould not live without out of those products theyused regularly:

Hydra Energetic moisturiser is

LOrals No 1 mens skincare

product, selling more than half

a million units every year

(Source: EPOS data YTD 5th Dec 2009)

Shampoo 82%

Artificial Tan 67%

Sun Protection 65%

Shaving Preparations 63%

Facial Moisturiser 57%

Styling Products 54%

Fragrance 54%

Home Hair Colorant 52%

Conditioner 46%

Facial Cleanser 44%

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MEN &GROOMING INTHE UK

The importance of appearance

There is a clear consensus across the UK thatmaintaining personal appearance is a keypriority for the majority of men;

78 percent of men nationwide claim it is very

important to maintain a good appearance This is particularly important for men aged

18-29 with 83 percent claiming it was a key

priority for them With 84 percent of men agreeing about the

importance of maintaining a good personalappearance, London is the best groomed cityin the UK.

Changing perceptions of personal appearance

There is a growing acceptance that personalgrooming is no longer something to be ashamedof with a new Retrosexual Generationunashamedly incorporating personal groomingas a sign of pride and condence;

67 percent of men nationwide claim that

taking care of personal appearance is moreacceptable than it was in the past

A new generation of men no longer recognise

negative perceptions of male grooming, with80 percent of 18-29 year olds claiming that aconcern for male personal grooming is nolonger the social taboo it used to be.

Driving the changing perceptions

The growing importance of grooming among theRetrosexual Generation is spurred on bypersonal ambition rather than pressure fromfriends and partners;

47 percent of men claim that a well managed

personal appearance has helped them toprogress in their career

52 percent directly attributed being well

groomed to the need to get a job Less than a third of men (28 percent) have

taken more care of their personal appearancedue to pressure from their partner.

A key to confidence

Being well-groomed is seen by many men as akey factor in boosting their confidence andhelping them to reach their personal goals;

72 percent of men and 84 percent of 18-29

year olds claim that being well-groomed makesthem feel more confident

In turn, this has a positive effect on their

personal perception of themselves with 62percent of men and 83 percent of 18-29 year

olds claiming that being well groomed madethem more attractive.

21st CENTURYATTITUDES TOWARDSMALE GROOMING

KEY FACTS

Men have always been concerned with their

appearance but until recently male perceptions

of peer pressure meant they didnt want to be

seen to care about it. Now they are enjoying

having the freedom to tap into their inner god.

Men are generally task-oriented creatures, and

they like to see clear links between behaviour

and outcome. Good personal grooming with

reliable products boosts male self-esteem,

which in turn increases confidence. Men

enjoy the fact that feeling more confident

helps them achieve personal goals suchas career progression or improved social

relationships. And they love embracing their

own masculinity.

Lucy Beresford, leading Pyschotherapist

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A fear of the paunch

The greatest age related fear among UK men is

the development of a beer belly or paunch with27 percent citing it as their primary concern

The greatest fear among 25-29 year old men

in the UK is the loss or thinning of their hair,which one in four (25 percent) list as their

greatest concern.

Inevitable signs of age

1 in 3 men in the UK are worrying about going

grey or balding, which follows a widespreadfear of developing a beer paunch or gut

To combat these challenges, 1 in 5 men arecolouring their hair at home, yet less than halfare using products specifically for men

Fear of wrinkles was also cited a key worry for

men in the UK with 65 percent having already

used, or would be open to using moisturiser ina bid to tackle the signs of ageing.

The top five age-related worries among UK Men

MALE GROOMING& AGEING

KEY FACTS

A good head of hair is seen as a huge symbol

of virility and so, along with hair-loss being

a sign of aging, young men dread the added

implications of going bald. But now that a

Number One shaved hair cut, which also

cleverly masks thinning hair, is so fashionable,

fears about hair loss are, er, receding.

Alongside this, products to counter external

signs of aging, such as moisturisers and hair

colourants mean men feel more in control of

this aspect of the aging process.

So now the greatest fear for men is around

weight gain, for which regrettably there are

no quick fixes. Beer guts are unsightly, andgive the impression of an unhealthy lifestyle,

even though genetics and hormones may have

their part to play. Weight gain requires harder

long-term work to stave off or reverse, and may

require major lifestyle changes such as cutting

out alcohol which also makes it a heart-sink

concern for men.

Lucy Beresford, leading Pyschotherapist

EXCELL 5 FROMLORAL PARISMEN EXPERT

LOreal Paris Men Expert has this monthlaunched Excell 5, the rst brush-in hair colour

from LOreal Paris designed for men.

An innovation that combines LOral Parisin-depth knowledge of the male market,following the launch of Men Expert, andextensive expertise in colourants rooted in thebrands history and technological research. Thenew product is designed to blend away grey togive a natural looking finish in just five minutes.

Excell 5 technology is based on new-generation

tone-on-tone colouration for men.

The ammonia-free gel cream is designed to tonedown rather than completely cover grey hair fornatural-looking results. It gives hair a naturalshine that doesnt look artificial.

Especially formulated for men, Excell 5 is

extremely ash and matt so it will not leave warmtones characteristic of womens colourants.

Paunch / Beer Gut

46%

Balding of

Thinning Hair

37%

Going Grey

30%

Wrinkles

27%

Deteriorating Teeth

44%

What I like about Excell 5 is that the formula

was especially designed for mens hair. It

leaves just enough grey hair to create natural,

undetectable results. Excell 5 colour fades

naturally so roots arent an issue.

Quick and simple-to-use, Excell 5 is the

natural colour solution for grey hair that looks

distinguished and handsome instead of looking

like a sign of ageing.

The brush applicator is the other great

advantage of Excell 5. The applicator was

especially designed for men. The colour goes

on it just a few brush strokes: Fast, easy

and precise!

Christophe Robin, LOral Paris Brand Hair Care Expert

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Men worn down by recession

Men across the UK are turning to cosmetics as ameans of overcoming ageing brought on byrecession. Nearly a quarter (24 percent) of menclaim that the recession has left them feelingmore tired;

11 percent of men claim that the recession

has made them feel and look older This was particularly true for men in their

thirties, with 32 percent claiming it had left

them more tired and 13 percent left feeling

that they looked older because of the stressesof the last 12 months.

Looking tired a key concern

UK men are particularly worried that therecession has left them looking tired; this was

the primary concern for 50 percent of British men.

Older but not necessarily wiser

Men were concerned that the economic climatehad made them look older (18 percent) and hadled them to go greyer earlier than they wouldhave done otherwise (12 percent).

Tackling tiredness head on

Increasing concerns about the impact of recessionon skin appearance has led this to become a keypurchase area for men. One in four men nowuse facial moisturiser regularly, and 39 percent

of men use facial cleansers to take care oftheir skin

*Source: Millward Brown 2009

MALE GROOMING& THE RECESSION

KEY FACTS

The adrenalin released by the body to cope

with stress is a normal healthy response, but

we should try to avoid being assaulted by too

much of it for too long otherwise stress starts

to take its toll on our body. As a result, we dont

sleep, so we develop bags under the eyes, we

eat unhealthily so we gain weight or develop

spots, and due to anxiety, skin conditions such

as eczema can flare up.

Men are very visual creatures and they like to

look the best they can. So any external events,

like the recent recession, that negatively

impact on personal appearance can knock

self-esteem. The economic crisis and threats of

unemployment have contributed to insecurities

about playing the traditional male provider role,

so for some men their very sense of masculinity

has lately felt under threat.

Lucy Beresford, leading PyschotherapistMEN

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Top five most important products used

as part of a daily routine:

THE DAILY ROUTINEOF GROOMING

KEY FACTS

Shampoo 38%

Shaving Products 20%

Fragrance 12%

Aftershave 9%

Styling Products 7%

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TOP SELLINGUK LORAL MALEGROOMING PRODUCTS

1. Armani Code2. Lancme Hydrix Balm3. Redken For Men Mint Clean4. Garnier Fructis Style Surf Hair Texturising Gum5. Biotherm High Recharge Moisturiser6. Vichy Homme Hydra Mag7. Matrix Quick and Dirty8. LOral Paris Hydra Energetic9. Biotherm Aquapower Moisturiser

10. Redken For Men Work Hard Power Paste11. Matrix Messy Couture12. Lancme Ultimate Cleansing Gel13. LOral Eye Roll-on Rollerball14. LOral Professionnel Homme Sculpte: Sculpting Fibre Paste15. Vichy Homme Sensitive Skin Balm16. Garnier Fructis Style Manga Head17. Diesel Only The Brave

1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 14. 15. 16. 17.13.

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Cosmetics now part of daily routine

The majority of British men are using cosmeticsproducts as part of their daily routine rather thansaving them for special occasions;

56 percent of UK men claim that they use

cosmetics as part of a regular daily routine Only 24 percent of men use cosmetics to

impress on a special occasion 19 percent of men admit to using cosmetics

in order to make an impression on apotential partner

A continued use of inappropriate products

Despite the growth in the availability of mensgrooming products, 39 percent of men are still

opting to use products designed for women as apart of their daily grooming routine;

Only 42 percent of men use a shampoo

specifically designed for men

The wide range of mens products available

on the market means that men no longer have

to rely on stealing their wife or girlfriends

shampoo. For the best results, buy products

from trained professionals in salons or barbers

who can recommend the best products

designed to meet the specific needs of

mens hair.

Jonathan Soons, expert in mens hair at Headmasters

Hair colour remains a key concern for young men

17 percent of men nationwide have or arecurrently using home colorants;

The demand for hair colorant is highest among

men aged 18-29, 35 percent of whom have

used or would consider using home colorants The single biggest reason for men using hair

colorant is because they want to feel moreattractive to the opposite sex (30 percent)

24 percent of males use hair colorant to ensure

they still look good among friends and peers

A close shave*

88 percent of men shave during the week with41.5 percent of UK men shaving every day. Men

shave slightly less frequently over the weekendwith a third of UK men shaving on bothSaturday and Sunday

Attention to hair care*

On average UK men are washing their hair fourtimes a week while 41 percent of men washtheir hair every day. 76 percent of UK men havebeen to the hairdresser in the last 12 monthsand go on average seven times a year

*Source: IPSOS Health and Beauty Study 2007

The importance of scent

Fragrance and deodorants are a core part of mensdaily routine. 71 percent of British men haveused fragrance products with 60 percent of thoseusing it as part of their daily grooming routine.

Men not always responsible for purchases

Despite the personal motivations behind the useof cosmetics, men are responsible for thepurchasing of 69 percent of the products thatthey use;

On average 23 percent of male grooming

products are purchased on request by a friendor family member, while 9 percent of productsare gifts

Nationwide, women are responsible for the

purchase of 45 percent of mens skin

products**

No stigmas attached

The fact that taking care of personal appearanceis more acceptable now than it was in the pastwith the advent of a new RetrosexualGeneration of men reclaiming an idea ofmasculinity based on old-fashioned male values,is reflected in mens attitudes towards thepurchasing of grooming products;

63 percent of men claim that there are no

products that they would not admit to using

Similarly 82 percent of men claim that there

are no cosmetics products that they would beembarrassed to buy for themselves

Investment in personal appearance

The growing importance of personal appearanceamong UK men is reflected in their purchasinghabits. Toiletry and personal grooming spendcompares favourably with clothes and fashionand entertainment in terms of monthly spend;

One in three men spend over 10 per week on

toiletry and grooming products

Savvy consumers*

Men are not particularly discerning in theirgrooming related purchasing decisions. 52

percent of men claim that that their skincare

purchasing decisions are largely guided by price.

THE PURCHASINGPROCESS

COSMETICS NOW PARTOF DAILY ROUTINE

KEY FACTS

* Source: Millward Brown: 9/2 and 23/8 2009

** Source: TNS 52 w/c 6th September 2009

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NOTES

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