Men’s Grooming Is the men’s personal care category expecting a bounce this year?
Mass market retailers are expecting the men’s grooming market to pick up this year as more people return to the office and social activities increase. Consumers who acquired DIY grooming skills during quarantine should also lift the market. Rod Little, CEO of Edgewell Personal Care, parent company of Schick, said in a recent “Closing Bell” interview with CNBC that there will be a surge in shaving and other grooming activities. Jessica Estrada, founder and CEO of Hue for Every Man, said retailers have already leveraged their newly upgraded selections in women’s brands for the great shopping return. “Now the attention is turning toward men.” IRI data show that several men’s areas are already gaining traction after two soft years. Men’s shaving lotions and talc registered sales gains of 6.3% for the 52 weeks ending Jan. 23, 2022 in multi-unit doors. Razor volume jumped 15.3% and grooming tool sales rose almost 4%. Chains are taking action. Walmart just revealed the latest iteration of a new store look the company first introduced in an incubator location in Springdale, Ark., two years ago. The store concept, called Time Well Spent, offers a special area where men can get hands-on experience with grooming tools. Erik Keptner, Rite Aid’s chief merchandising and marketing officer, said the company will be spotlighting men’s items in its new beauty departments. “You
are going to see some interesting new brands come out in the men’s care category,” he said. “Men’s skin care continues to see tremendous growth and innovation.” Target has its Men’s World stores, which several top executives at men’s brands call the best in the business. The stores have clearly defined areas for men’s products and feature such brands as Duke Cannon, Harry’s, Nivea Men, Every Man Jack, Cremo, Jack Black, Bevel and Dove Men. The sections have been successful in trading shoppers up, according to Anthony Albanese, a cofounder of Duke Cannon. The chain did so by marketing men’s items as affordable luxuries. The men’s department also is a focal point of CVS’ BeautyIRL stores, which offer huge endcaps dedicated to Duke Cannon and other brands. CVS executives credited brands like Duke Cannon with rejuvenating “old school” men’s grooming products. While mass merchants have always had a robust shaving and aftershave business, emerging categories such as skin care, tools and hair color will bring incremental sales as well.
DRUGSTORENEWS.COM March 2022
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