Men cut into grooming

A recent study by market research company the NPD Group on the men’s grooming market found that more than 9-in-10 men are using some sort of grooming product today, whether it is a skin care, shave or hair care product. In looking at recent sales data from SymphonyIRI Group, the grooming/
shaving scissors segment undoubtedly is a shining star among guys.


Sales of grooming/shaving scissors at food, drug and mass (excluding Walmart) soared nearly 24% to almost $360 million during the 52 weeks ended April 15, according to SymphonyIRI Group.


“The reality is that 9-out-of-10 men now use grooming products of some kind,” stated Kristi Crump, marketing director of personal care at Philips Consumer Lifestyle. “Philips Norelco’s PowerTouch shavers are designed for the guy who is looking for a quick and convenient way to improve his daily shaving experience — wet or dry.”


Crump is referring to the brand’s new PowerTouch and PowerTouch with Aquatec shavers that recently launched at such retailers as Walmart and Target. The PowerTouch with Aquatec features rounded, low-friction heads that adjust to minimize skin irritation, as well as wet and dry technology.


Earlier this year, Gillette unveiled its precision styling tool for men with facial hair. Dubbed the Gillette Fusion ProGlide Styler, it combines Braun’s trimming technology with Gillette’s blade technology to master facial hairstyle with ease.


To help men groom their body, Clio Designs unveiled earlier this year its new longneck DIY cordless rechargeable body shaver called the Hypergroom body groomer. The triple-blade groomer offers bi-directional trimming and shaving.