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Clearing the way for body grooming

BY Antoinette Alexander

The men’s grooming segment has seen a bit of an upheaval, as more men opt to sport facial hair and increasingly take up body grooming.

(For the full report, including charts, click here.)

“Every era has an iconic look — a combination of fashion and grooming choices. Today’s look calls for body shaving,” said Francesco Tortora, Gillette global marketing director for Procter & Gamble, when unveiling a new Gillette YouTube video that shows the evolution of men’s style over the last century.

According to a recent study conducted by Gillette, body shaving is increasingly part of the routine of 44% of men globally who body groom.

While the trends in shave have no doubt had an impact on sales of more traditional razors, the movement has paved the way for manufacturers to target guys with new shavers designed specifically for body grooming.

And, as more guys sport facial hair, manufacturers also have grasped at opportunities to create specialized tools to help him maintain personal style and experiment with different facial hair styles.

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Sensory delivery becomes trendy

BY Michael Johnsen

Pharmavite’s VitaMelts brand has been a popular introduction to the category, with $9.4 million in sales, up 184.3%, for the 52 weeks ended June 15 across total U.S. multi-outlets, according to IRI. Products providing a sensory delivery — like VitaMelts and gummies — are trending up, said Tim Toll, EVP of sales at Pharmavite. “Gummy delivery sales are up 23% [compared with the previous year, and] fast-dissolving tablets are up 30% [compared with the previous year],” he said. “It all goes to taste and having fun while you eat it.”

(For the complete category review, including data, click here.)

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Estroven attracts new users

BY Michael Johnsen

The successful introduction of Estroven Weight Management is bringing new users to the menopause supplement category, said April Mills, marketing director of i-Health, a division of DSM. “Weight issues rank among the top five most-prevalent and bothersome symptoms of peri/ menopausal women.” In addition to new product offerings, “growth is driven by a rapid increase in household penetration (up 57% in 2013 vs. past year), stemming from an aging population [and] menopause becoming a less taboo topic.”

(For the complete category review, including data, click here.)

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