Beauty is no more just confined to the fairer sex. Time and again the male counterpart in our society has shifted to grooming themselves up and looking presentable and good. You will be surprised to know that according to a research the global men personal care market is expected to grow to $166 billion by 2022, growing at a CAGR of 5.4% from 2016 to 2022.
In accordance with an increase in income and also an upliftment in online market and change in views, the graph of men skin and personal care market is rising at a steep rate!
Yogiata Sharma, the Research Analyst and Consumer Goods at AMR, said,
“The increasing bent towards corporate life and rising awareness towards men’s grooming, specifically among the youth is expected to boost the demand for personal care products. Moreover, launch of herbal products with low chemical content has witnessed remarkable growth in the men personal care market”
The Skin care segment saw a huge rise in the market in 2015 and generated the highest revenue!
Shikhee Agrawal, Head Training, The Body Shop, said that men are no more just confined using shampoos or shaving creams but have shifted to skin lightening products, fragrance, accessories and other grooming materials too.
“Over the years, men have begun to accept that basic skin care and even makeup is a daily routine to keep the skin healthy and flawless. Competition among the workforce too has upscaled the drive to look youthful and has led to increased demand for products specific to men. In India, as in other parts of the world, light skin is the culturally accepted and endorsed form of beauty. Skin lightening, hair colour and oil control products are most popular among Indian men”
Indian men to look better has led to the market’s rapid growth of more than 42 per cent in the last five years and is reported to increase to $20 by 2025. Even nowadays in some of the beauty campaigns men are replacing women. For example, in Maybelline Mascara campaign they had featured a male model with high makeup and mascara along with a female model. Have a look!
https://www.youtube.com/watch?v=PfJD5i3yIdM
Vidushi Agarwal, Head Brands of Headstart International, a marketer of beauty brands, said,
“Indian men increasingly gravitate towards lighter skin as more and more fairness commercials and branding populates the digital space. The notion of acting, being and looking more ‘Western’ has influenced a lot of young boys and men”
One of the big reasons is the coming up of the Bollywood Celebrities to endorse the products that have helped the market to grow. From Shah Rukh Khan to Varun Dhawan every popular Bollywood face is seen to endorse beauty products in India. The younger generation is getting attracted. As we know Indian society prefers fairer skin for women now their perspective of men are changing too. For example, Shahid Kapoor is the face of the new waterless face wash in the market for men launched by HE.
Next reason can be a sudden rise in Ayurvedic products too at a low cost that hits the middle-class section of the society. Who nowadays don’t want to look good and get a compliment? Men too now love that ( You must agree)!
The changing grooming behaviour of Indian men is also largely due to exposure and access to international influences. Many international bands to have their own products in the market like One Direction and Justin Bieber and of course with social media and access to these people, Indian men to like to follow the trend!
https://www.youtube.com/watch?v=V9q4CbjVw5E
There is a rule in business that you launch product in the market according to what people needs. And the present scenario where each day brands are coming up with new male counterparts of their products makes clear about their popularity in the market.
Tough competition ladies!
