Male Grooming Industry

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

Sales (% Value Growth), 2009 - 14

2013 14
15.3
14.8

Men's Grooming - Segment

Beauty and Personal Care - Industry

2009 14 CAGR
20.3
16.7

2009 14 Total
152.1
116.7

Forecast Sales (INR bn), 2014 - 19

Men's Grooming - Segment
Beauty and Personal Care - Industry

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

Forecast (% Value Growth), 2009 - 14

Men's Grooming - Segment
Beauty and Personal Care - Industry

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

men adopting a grooming regimen, alongside exercise and eating right, as a

component of healthy living.
Nilanjan Mukherjee, head of marketing, personal care products business, ITC
Limited, in a recent interview, said, The aspirations and requirements of todays
young Indian men are rapidly evolving. With a surge in disposable income, men are
becoming more discerning and indulgent. In an evolving trend in India, men are
beginning to look at innovative grooming and personal care products created
specifically for them. The segment shows immense promise and is growing faster
than the overall personal care market in India.
However, 2014 saw the beginning of a new era for the sector. Twenty years after
giving birth to the term metrosexual, Simpson introduced the world to
spornosexuals hardcore, sexed-up, body centered, second generation
metrosexuals: Young men who fashion their own bodies into the ultimate accessory
and totally hot commodity down at the factory of the 21st century the gym.
A similar shift in focus from metrosexual friendly themes like confidence and looking
good to a more macho space was underway in India as well. It does not signal a
new trend; it is just building up on to the strong existing sentiment.
Despite the want for a more metrosexual lifestyle, Indian men demur from being
identified or branded as such. And so, the layer of macho positioning becomes
essential to give the entire exercise an air of guilt free indulgence. Mohan Goenka,
director of Emami, in a recent interview, said that the machoisiation is well
underway, "In next 10-15 years, you won't be able to find men using women's
products.

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

Breakdown Total (%)

Shave
16.6

Hindustan Unilever Ltd

Deodrant

4.4

Hair

3.1

Skin

1.2

Malhotra Shaving Products Pvt Ltd Shave

5.6

Vidyut Metallics Ltd

Shave

5.3

Marico Ltd

Hair

1. Excluding the shaving industry, the top 5 are :

Products
Breakdown Total (%)
4.4
Axe
Hindustan Unilever Ltd
Deodrant
3.1
Brylcream/Clear
Hair
1.2
Fair & Lovely
Skin
5
Parachute/Set Wet
Marico Ltd
Hair
4.8
Wild Stone
McNroe Chemicals Pvt Ltd Deodrant
Fair & Handsome
Emami Ltd
Skin
3.8
Fogg
Vini Cosmetics Pvt Ltd
Deodrant
3.9
Company

Male Grooming Overall

300
250
200
150

% 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

Hair Products Market Share

Marico Ltd
Hindustan Unilever Ltd
Godrej Consumer Products
Ltd
Mandom Corp

Bath/Skin Market Share

Emami Fair & Handsome

Nike Sport Performance
Fair & Lovely
Dettol
Nivea for Men
Garnier Men

Creame market share

Emami Fair &

Handsome
Fair & Lovely

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.

1. Are grooming products a ladies-only thing?

No
2. What do you think of Male grooming products? Do Indian Men / Boys need grooming
products?
Men also need to spend time on grooming. They have started taking care of what they wear
and they have started going to gym. So grooming is equally important.

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.

1. No Why? Would you like to use in future?

4. Do you buy the products yourself? If yes then how much is your purchasing decision
influenced by family/ friends? If no, then who buys?

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.

6. Do you consider brand names important when buying grooming products?

Yes, brand name is very important as it gives certain guarantee for quality. I do not want to
take the risk of using something on my face which is not of high quality.

7. Since how long have you been using these products?

Basic products I have been using all my life, but specific products I have been using since last
3 or 4 years.

8. How frequently do you use grooming products?

I use them daily.

9. Do you visit salon? If yes, then how often?

Yes, I visit salon for hair cut once a month. For face clean-up, I visit once in 4 months.

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.

11. In your opinion, how important is mans appearance in the workplace?

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.

Name- Sai Prasanth

Profile- PGP student IIM Bangalore
Age- 22
1. Whats the first thing that strikes your mind when you hear Grooming Products? What are
the names of the companies that you encounter most frequently?
Sai: Shaving cream, trimmers, deodorants. Ponds Face wash, clean and clear face wash,
Phillips trimmer, Vaseline body lotion, Axe deo, HE deo
2. Are grooming products a ladies-only thing?
Sai: No, everyone needs grooming. Its a basic necessity for everyone. But, in India the male
grooming industry is nascent and is catching up.
3. Have you ever used any grooming product?
1. Yes - then which products?
2. No Why? Would you like to use in future?
Sai: Yes, I do. Phillips trimmer, clean and clear face wash, Vaseline body lotion, Park Avenue
deodorant
4. Do you buy the products yourself? If yes then how much is you purchasing decision
influenced by family/ friends? If no, then who buys?
Sai: Yes, I do buy the products myself. Initially my purchasing decisions were influenced by
peers.
5. Do you consider brand names important when buying grooming products?
Sai: Im very particular about brand of the products I use. And, brand is very important of
course because it indicated reliability. A product under a reliable brand name sells more. So
a new product under a known brand name is likely to get sold faster than a new brands
product.
6. Since how long have you been using these products?
Sai: Deodorants- Since time immemorial. Trimmer- second year of college

7. How frequently do you use grooming products?

Sai: Lotions, Deodorants, Face Wash- everyday; Trimmer- once a week
8. Do you visit salon? If yes, then how often? In a combined hair and beauty salon, would you
use both the hair and beauty services provided?
Sai: Yes, I visit salons. Both regular and professionals. I visit a regular salon (for haircut and
shaving) once in 1.5-2 months. On special occasions I go for professional treatments.
9. Would you prefer a mobile hair dresser/beauty technician or would you prefer to visit a
salon?
Sai: No. I prefer going to the salon. Its about the whole experience that you get in the
process that is important. The salon is more comfortable than mobile hair dresser.
10. In your opinion, how important is mans appearance in the workplace?
Sai: At workplace, especially in a corporate culture looking presentable has become very
important. Men feel a little conscious because of well-groomed female co-workers.
11. Do grooming products make men less macho?
Sai: No, it doesnt make men less macho. I dont relate being macho to grooming products.
12. If we have to launch grooming products for men, what are the products we should target?
Who do you think should endorse these grooming products (preferably Indian celebrities)?
Sai: As the usage of deodorants are very common these days, a new venture should start
with the same market.
Although endorsements by celebrities doesnt matter much, still the companies can go for
an endorsement by one particular celebrity only. For example, Tresseme is recognised with
Diana Penty whereas Kareena Kapoor is associated with many brands.
13. What, according to you, is the scope for this product in rural India?
Sai: Rural or Tier-3 areas are the laggards of the innovation curve. The main focus should be
on the innovators and early adopters that are Tier-1 and Tier-2 cities. These, in return, can
become the inspirations for the lower tiers.
14. 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)
Sai: In my opinion, fairness is not an attribute which men look for in the grooming products.
We generally look for freshness and something which would not make our face look oily
15. Why do you think this male grooming products are growing in importance these days?
Sai: It has become very important these days to look presentable and attractive. Even in
workplaces, we have to interact with the clients, customers, stakeholders. The idea of being
well groomed boosts your confidence.