MEN

THE NUMBERS GAME

Getting in on the men’s market

LET’S FACE IT, WITH THE BOOMING POPULARITY of TV shows like Queer Eye for the Straight Guy in the past couple of years, men have become more aware of the importance of in the past couple of years, men have become more aware of the importance of good grooming. And thanks in part to that same show, men have gotten lots of information on grooming products and their usage.

Manufacturers like Redken, Goldwell, American Crew, Dikson and others are bringing more men’s products into the market because they are keenly aware of the possibilities for tapping into this niche market as a revenue stream. They know that any savvy salon owner with male clients will be trying to connect with this market.

To give you some numbers to think about, here are some results from a men’s hair product usage and attitude survey conducted across Canada for the L’Oréal group. Of the interviewees, broken down by region, 46 per cent in the Maritimes, 43 per cent in Quebec, 40 per cent in Ontario and 44 per cent in Western Canada said they had used hair styling products in the past year. The average is 42 per cent for the country.

Broken down by age, 81 per cent of the 16-to-24-year-olds used styling products. Sixty per cent of the 25-to-34-year-olds were also styling product users. “We know that the 16-to-24year-olds are in the habit-forming stages of product use, and as they get older a lot of them carry the habits with them,” says Darren Chidlaw, product manager, Redken for Men and Prescription Hair Care. Chidlaw adds, “So what is important is that you want to encourage the use of styling products now.”

Hairstylists and salon owners can respond to this news not only by putting more men’s styling products on their shelves, but also by chatting up their male clients about the products while they are sitting in the chair. According to the survey, 43 per cent of men are trying to achieve a trendy, classic or funky look with their products. And 51 per cent are trying for a natural look. You can teach them how to achieve these looks on the spot! Then sell them the take-home products.—SP