Utilizing targeted marketing to drive sales
Today’s budget-conscious consumer seems to be having an impact on the shaving cream segment as private label enjoys robust double-digit growth, and overall category sales fail to impress. Manufacturers, however, are banking on enhanced formulas and targeted marketing to drive change.
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According to the most recent 52-week data from IRI, sales of shaving cream inched up less than 1% at U.S. multi-outlets. Amid a sea of sales declines of brand-name players, private-label sales soared nearly 44% during the period.
Several manufacturers are hard at work churning out enhanced formulas that promise to deliver and are setting their sights on specific markets to fill unmet needs. Among those is Hue for Every Man. Looking to expand into retailers and specialty stores nationwide in 2015, Hue for Every Man is a line of men’s grooming products designed for the multicultural market. The collection includes Hue Shave Therapy, which contains jojoba beads and volcanic minerals to exfoliate and prevent ingrown hairs.
Earlier this year, Unilever launched the Dove Men+Care Expert Shave range, marking the brand’s first three-step approach to shave. Positioned as an “upgraded shaving experience,” the regimen includes pre-shave, shave and post-shave products. Among the lineup is the Total Comfort Shave Cream designed for men with dry skin.
It also is important to note that getting a close shave can be especially challenging for teens with acne and men with tough beards.
“Most people with shaving issues experiment with different razors, but they don’t consider what small changes in their routine, shaving technique or shaving cream could do to stop nicks, cuts, red bumps and razor burn,” said Kyle Schroeder, co-founder and managing partner of Cremo Co., maker of Cremo Shave Cream.
Founded in 2005 and once available only at select boutiques, Cremo Co. dropped its retail price by about 60% and became more widely available in store locations and online retailers. According to the company, what sets its shave cream apart is that it has no air and no trace ingredients; it’s a cream with super-lubricating, highly slippery molecules that have been specially compounded with other skin conditioners.