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Context:
In a 1994 essay, English author / journalist, Mark Simpson coined the term
Metrosexual and predicted the male grooming industry to be the most promising
consumer market of the decade. In plain words, the Metrosexual Man refers to the
single young man with a high disposable income, living or working in the city.
In India, the market for such male grooming products was relatively new as the
Indian men are traditionally not metrosexual. However, over the review period
2009-2014 usage patterns registered a distinct change. More men have become
accepting of the use of mens hair care and skin care products. Furthermore, the
availability of these products also became a lot wider across all retail channels,
which further added to growth. During this period, mens grooming registered a
CAGR of 20% in current value terms. According to a Euromonitor study, the market,
at 2014, is valued (Retail Value RSP) at INR 53.6bn and is expected to rise to INR
86.4bn by 2019.
Sales (INR bn), 2009 - 14
Men's Grooming - Segment
Beauty and Personal Care - Industry
2009
21.3
903.3
2010
25.2
1033.2
2011
31.2
1232.4
2012
37.9
1452.9
2013
46.5
1705.3
2014
53.6
1957.5
2009 14 CAGR
20.3
16.7
2009 14 Total
152.1
116.7
2014
53.6
1957.5
2015
58.7
2074.8
2016
64.8
2200.4
2017
71.4
2340.8
2018
78.6
2487.9
2019
86.4
2641.6
2014 15
9.8
6
2014 15 CAGR
10
6.2
2014 19 Total
61.1
34.9
From the above forecasts, it is clear that the male grooming segment is growing at a
faster rate than the over-all beauty and personal care industry. Little wonder then
that brands are jostling to enter the space.
Talking about this changing trend, Sanjali Giri, senior manager, product
merchandising, The Body Shop India, said, Mens grooming has gone mainstream.
Male skin care is one of the beauty industrys fastest-growing sectors, with more
Competitor:
The below table shows the competitor analysis. The main competitors are :
1. Gillete - Shaving We can see that majority of them are into shaving industry.
2. Unilever Deodrant/Hair/Skin
3. Marico Hair
4. Malhotra Shaving Products - Shaving
5. Vidyut Metallics - Shave
Company
Gillette India Ltd
Deodrant
4.4
Hair
3.1
Skin
1.2
5.6
Shave
5.3
Marico Ltd
Hair
% change (13-14)
100
% change (09-14)
50
0
Men's Shaving
Men's Toiletries
Bath/Deo/Hair/Skin
350
300
250
200
150
% change (13-14)
100
% change (09-14)
50
0
- Men's
- Men's
- Men's
Bath and Deodorants Hair Care
Shower
- Men's
Skin Care
My suggestion Dont think we should explore the deodorant market. We should try to go and explore
the hair market or skin market
Interview Transcripts:
Name- Nipun Dhingra
Profile- PGP Student IIM Bangalore
Age- 27
1. Whats the first thing that strikes your mind when you hear Grooming Products?
Male grooming is misunderstood and lot of men think that grooming products are only for
women, they are too afraid to even try it or admit that they use it. A lot of men in India are
shy about it even though it is changing a little bit now. As you can see, the guys in big cities
and younger people are ready to experiment with grooming. It is absolutely necessary. We
spend so much money on clothes and everything. This is equally important to groom your
body or face or skin or hair.
3. Have you ever used any grooming product? Yes - then which products?
Yes I do. I use Shampoo, face wash of Himalaya, conditioner, body lotion, basic foundation of
Mac, compact powder of Mac and Shower gels.
I also use basic Moisturizer of Body Shop and bath and body works. Most of these products
are unisex though some have for men products also. I have not yet tried that range. I have
tried Dove Men.
Another new thing, which is very convenient, is all in one product that can be used as
Shampoo, face wash, and shower gel.
Yes, I buy the products myself. I am influenced by friends at times but not influenced by
family.
5. How did you start using these products - did you buy it or somebody gifted you?
I bought the products myself.
10. Would you prefer a mobile hair dresser/beauty technician or would you prefer to visit a salon?
It would be little inconvenient to call them to my house for hair cut as it will create a mess. I
can call them for facial, clean-up and all.
These days there is definitely a pressure to look good for both men and women in corporate
world. So people are willing to spend much more on grooming and visit professional salons
for haircut.
12. Who do you think should endorse these grooming products (preferably Indian
celebrities)?
The celebrities do have some effect. But I think it mostly depends on the culture. I dont
think a celebrity endorsing a product will change the perception of men much. It is more
about the family background and social circle they come from. A lot of people believe that
men should behave in certain way and do certain things and that effects their decisions.
13. Suggest us a few alternative areas to focus - like those that are different from the
female grooming products segment? (Example. maybe majority of Indian men dont
need fairness)
Not much is done for male cosmetics. The good brands like MAC dont have specific for
men products. Thats something they could look into.
The clubbed offers in salon, for e.g. hair cut with hair spa will be quite effective. People will
start opting for such services.