THE LORAL UK MENS GROOMING REPORT 2010

MARCH 2010
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 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
CONTENTS
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FOREWORD
The UK mens grooming market is a key area of
growth for the UK cosmetics industry. LOral
has over 16 brands offering a broad and diverse
range of mens grooming products. The LOral
group continued to grow in the third quarter of
2009 (0.8 percent) LOral UK is the
companys third largest subsidiary.
The mens market is continuing to grow at
twice* the rate of the womens market in the UK
as men invest more heavily in and place greater
importance on grooming. 2010 will give rise to
a new male stereotype, the Retrosexual man,
who reclaims an idea of masculinity based on
old-fashioned male values, unashamedly
incorporating personal grooming as a sign of
pride and condence.
The LOral UK Mens Grooming Report
highlights the extent to which perceptions of mens
grooming have changed and how this has affected
mens daily grooming routines and purchasing
habits, thereby fuelling one of the biggest growth
markets in the UK cosmetics industry.
Based on research and sales information from a
range of LOral brands, the LOral UK Mens
Grooming Report analyses the inuence of the
economic climate on psychological attitudes
towards grooming and spending.
The Report splits the trends according to the
following 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 of
men nationwide claim that it is very important to
maintain a good appearance signalling the birth
of the Retrosexual Generation
There is a growing acceptance that personal
grooming is no longer something to be
ashamed of with a new Retrosexual
Generation unashamedly incorporating
personal grooming as a sign of pride and
condence. 67 percent of men nationwide
claim that taking care of personal appearance
is more acceptable than it was in the past
The move towards a growing acceptance of
the importance of grooming is spurred on by
personal ambition rather than pressure from
friends and partners. 47 percent of men claim
that a well managed personal appearance has
helped them to progress in their career while
less than a third of men (28 percent) have
taken more care of their personal appearance
due to pressure from their partner
Rather than being motivated by pressure from
friends and family, being well groomed is
driven by a desire to gain increased condence,
which is needed to reach personal and
professional goals. 72 percent of men and
84 percent of 18-29 year olds claim that
being well-groomed makes them feel
more condent
35 percent of UK men have already used, or
would be open to using hair colorant, while
65 percent of men have already used, or
would be open to using moisturiser in a bid to
tackle the signs of ageing
Men across the UK are turning to cosmetics as
a means of overcoming the ageing effects of
the recession. Feeling tired as a result of the
associated stresses of the last 12 months was
the primary concern for 50 percent of
British men
Increasing concerns about the recessions
effects on skin appearance has led this to
become a key purchase area for men. One in
four 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 rather
than 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 designed
for women as a part of their daily
grooming routine
Despite the personal motivations behind the
use of cosmetics, men are responsible for the
purchasing of 69 percent of the products that
they use relying on friends and family to
purchase a number of their products
This should not be taken as a sign of
embarrassment about purchasing of these
products. 63 percent of men claim that there
are no products that they would not admit to
using in front of their friends. Similarly 82
percent of men claim that there are no
cosmetics products that they would be
embarrassed 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 representative
sample 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 and
Millward Brown 2009.
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MENS MUST HAVE
PRODUCTS
We asked men to name the one product they
could not live without out of those products they
used 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 IN
THE UK
The importance of appearance
There is a clear consensus across the UK that
maintaining personal appearance is a key
priority 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 personal
appearance, London is the best groomed city
in the UK.
Changing perceptions of personal appearance
There is a growing acceptance that personal
grooming is no longer something to be ashamed
of with a new Retrosexual Generation
unashamedly incorporating personal grooming
as a sign of pride and confdence;
67 percent of men nationwide claim that
taking care of personal appearance is more
acceptable than it was in the past
A new generation of men no longer recognise
negative perceptions of male grooming, with
80 percent of 18-29 year olds claiming that a
concern for male personal grooming is no
longer the social taboo it used to be.
Driving the changing perceptions
The growing importance of grooming among the
Retrosexual Generation is spurred on by
personal ambition rather than pressure from
friends and partners;
47 percent of men claim that a well managed
personal appearance has helped them to
progress 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 appearance
due to pressure from their partner.
A key to condence
Being well-groomed is seen by many men as a
key factor in boosting their condence and
helping them to reach their personal goals;
72 percent of men and 84 percent of 18-29
year olds claim that being well-groomed makes
them feel more condent
In turn, this has a positive effect on their
personal perception of themselves with 62
percent of men and 83 percent of 18-29 year
olds claiming that being well groomed made
them more attractive.
21st CENTURY
ATTITUDES TOWARDS
MALE 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 condence. Men
enjoy the fact that feeling more condent
helps them achieve personal goals such
as 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 with
27 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 widespread
fear of developing a beer paunch or gut
To combat these challenges, 1 in 5 men are
colouring their hair at home, yet less than half
are using products specically 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 in
a bid to tackle the signs of ageing.
The top ve 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 xes. Beer guts are unsightly, and
give 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 FROM
LORAL PARIS
MEN EXPERT
LOreal Paris Men Expert has this month
launched Excell 5, the frst brush-in hair colour
from LOreal Paris designed for men.
An innovation that combines LOral Paris
in-depth knowledge of the male market,
following the launch of Men Expert, and
extensive expertise in colourants rooted in the
brands history and technological research. The
new product is designed to blend away grey to
give a natural looking nish in just ve minutes.
Excell 5 technology is based on new-generation
tone-on-tone colouration for men.
The ammonia-free gel cream is designed to tone
down rather than completely cover grey hair for
natural-looking results. It gives hair a natural
shine that doesnt look articial.
Especially formulated for men, Excell 5 is
extremely ash and matt so it will not leave warm
tones 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 a
means of overcoming ageing brought on by
recession. Nearly a quarter (24 percent) of men
claim that the recession has left them feeling
more 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 stresses
of the last 12 months.
Looking tired a key concern
UK men are particularly worried that the
recession 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 climate
had made them look older (18 percent) and had
led them to go greyer earlier than they would
have done otherwise (12 percent).
Tackling tiredness head on
Increasing concerns about the impact of recession
on skin appearance has led this to become a key
purchase area for men. One in four men now
use facial moisturiser regularly, and 39 percent
of men use facial cleansers to take care of
their 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 are 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 Pyschotherapist
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HYDRA ENERGETIC
ICE COOL EYE
ROLL-ON
New from Hydra Energetic, Men Experts range
of high performance anti-fatigue skincare
products, LOral Paris has introduced the Ice
Cool Eye Roll On, specically developed to
energize and combat the visible signs of fatigue
on the fragile skin around the eyes.
Hydra Energetic Ice Cool Eye Roll On has a
powerful double action: the combination of the
cooling roller ball and the anti-fatigue formula
helps to combat the appearance of dark circles
and under-eye bags.
The Ice Cool Eye Roll On provides a stimulating
massage that facilitates tissue drainage and skin
microcirculation. The cooling applicator ball
provides an immediate refreshing effect. The eye
area appears decongested.
A new patented active ingredient: the peptide
complex is used to reduce the appearance of
blue and red pigments that colour dark circles.
Vitamin C, a key active ingredient in the Hydra
Energetic range, is used to help brighten dark
circles by stimulating and energising the
skins surface.
THE RANGE
Ice Cool Eye Roll On joins the complete Hydra
Energetic range to combat the signs of fatigue:
Cleansing
Hydra Energetic Foaming Cleansing Gel,
Skin Awakening Effect RRP 5.99 / 9.03
Skincare
Hydra Energetic Daily Anti-Fatigue
Moisturising Lotion RRP 9.99 / 15.05
Hydra Energetic Daily Anti-Fatigue
Moisturising Lotion SPF15
RRP 11.49 / 17.56
Hydra Energetic Turbo Booster
RRP 13.99 / 21.08
Hydra Energetic Daily Anti-Fatigue Gradual
Tanning Moisturiser RRP 10.49 / 16.06
Targeted Skincare
Hydra Energetic Eye RRP 8.99 / 13.49
Hydra Energetic Ice Cool Eye Roll On
RRP 10.99 / 17.49
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Top ve most important products used
as part of a daily routine:
THE DAILY ROUTINE
OF GROOMING
KEY FACTS
Shampoo 38%
Shaving Products 20%
Fragrance 12%
Aftershave 9%
Styling Products 7%
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TOP SELLING
UK LORAL MALE
GROOMING PRODUCTS
1. Armani Code
2. Lancme Hydrix Balm
3. Redken For Men Mint Clean
4. Garnier Fructis Style Surf Hair Texturising Gum
5. Biotherm High Recharge Moisturiser
6. Vichy Homme Hydra Mag
7. Matrix Quick and Dirty
8. LOral Paris Hydra Energetic
9. Biotherm Aquapower Moisturiser
10. Redken For Men Work Hard Power Paste
11. Matrix Messy Couture
12. Lancme Ultimate Cleansing Gel
13. LOral Eye Roll-on Rollerball
14. LOral Professionnel Homme Sculpte: Sculpting Fibre Paste
15. Vichy Homme Sensitive Skin Balm
16. Garnier Fructis Style Manga Head
17. 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 cosmetics
products as part of their daily routine rather than
saving 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 a
potential partner
A continued use of inappropriate products
Despite the growth in the availability of mens
grooming products, 39 percent of men are still
opting to use products designed for women as a
part of their daily grooming routine;
Only 42 percent of men use a shampoo
specically 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 specic 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 are
currently 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 more
attractive 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 with
41.5 percent of UK men shaving every day. Men
shave slightly less frequently over the weekend
with a third of UK men shaving on both
Saturday and Sunday
Attention to hair care*
On average UK men are washing their hair four
times a week while 41 percent of men wash
their hair every day. 76 percent of UK men have
been to the hairdresser in the last 12 months
and 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 mens
daily routine. 71 percent of British men have
used fragrance products with 60 percent of those
using it as part of their daily grooming routine.
Men not always responsible for purchases
Despite the personal motivations behind the use
of cosmetics, men are responsible for the
purchasing of 69 percent of the products that
they use;
On average 23 percent of male grooming
products are purchased on request by a friend
or family member, while 9 percent of products
are 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 appearance
is more acceptable now than it was in the past
with the advent of a new Retrosexual
Generation of men reclaiming an idea of
masculinity based on old-fashioned male values,
is reected in mens attitudes towards the
purchasing 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 be
embarrassed to buy for themselves
Investment in personal appearance
The growing importance of personal appearance
among UK men is reected in their purchasing
habits. Toiletry and personal grooming spend
compares favourably with clothes and fashion
and 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 their
grooming related purchasing decisions. 52
percent of men claim that that their skincare
purchasing decisions are largely guided by price.
THE PURCHASING
PROCESS
COSMETICS NOW PART
OF 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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