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.
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Britain has emerged from the recession but is faced with a long and lingering period of uncertainty. Consumers remain wary about the future, and this is reflected in spending habits and attitudes about what is 'essential'.
With further cuts ahead, the general mindset is one of caution, with the biggest question of all being 'what next?'
However, there is positivity too - people seemed to have moved away from the fear that pervaded much of the last 12 months.
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.
