Since the late 1980s, much has been written about the imminent explosion of growth of the men’s grooming market due to the emergence of the New Man, Metrosexual Male, Menaissance Man and any number of titles used to describe a new breed of male consumer. Yet throughout this time period, market growth has ticked along, some sectors increasing faster than others, but overall certainly not exploding as many industry and media pundits predicted.
Just in time for the festive season Liverpool FC is launching a branded aftershave. There's a risk that the club's performance on the pitch will simply relegate L4Men to the novelty league.
A Third of Men Would Wear Make-up
A Third of Men Would Wear Make-up
There is more commercial potential in this market than you might think.
The future of men's skincare lies in a bygone era.
The future of men's skincare lies in a bygone era.
Older men just are not convinced by the new wave of men’s toiletries that take their lead from a woman’s regime.
