Masculinity returns to beauty aisles
Maybe men have been the secret all along to pumping up front-end sales.
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Men used to be just about the “shave category,” but in today’s market, men buy much more than razors and blades. Products crafted just for men, from hair color to skin care, are bringing more guys into mass doors. L’Oréal, Neutrogena, Cetaphil, Combe, Nivea, Dove, Bulldog, Axe, Burt’s Bees and Gillette headline some of the brands that have aggressively curated products aimed at a male audience.
Recent data from Nielsen pegs men’s potential growth in the 20% range for the next few years. Skin care, especially, is one of the areas ripe for incremental sales. In 2015 (the most recent data available), The NPD Group noted that 80% of men use grooming items, but only 22% are facial skin care customers. That could change this year, buyers suggested, as men take more interest in what they apply to their bodies.
And although women will always be the primary purchasers, men should not be left out of the equation. “Men are engaging more in personal care and [are] actually caring about the outcome of their routine,” said Nick Soukas, VP of marketing at Dove. “There are more men that are searching for information and products.”
Unilever’s Dove is interpreting its vision of modern masculinity, which debunks the stereotype that guys are less sophisticated or less interested in personal care routines. Dove’s newest item under its Dove Men+Care nameplate, Elements, is a perfect illustration. Instead of the typical overpowering men’s scents, Elements is naturally positioned with ingredients such as minerals and sage; charcoal and clay; and mineral powder and sandalwood. The Elements line consists of 11 products across several categories, including spray and solid antiperspirants, body wash, bar soap and hair care.
“We know that men are looking for a new kind of freshness in their grooming routines,” Soukas said.
Proof of reverting back to focusing on men can be found at several drug store retailers. Burgeoning sales to men are one reason a newly minted Rite Aid in Manhattan’s financial district features a men’s grooming department, incorporating men’s deodorant, skin care, hair care and shaving.
At Walgreens, the merchandise mix highlights several No7 men’s items. The chain also offers such online brands as Every Man Jack for today’s “discerning” male shopper.
Over at CVS Health, Alex Perez-Tenessa, VP beauty and personal care, previously singled out men as a category he feels will continue to expand in his chain, especially as the company elevates its product offerings.
And at Target, marketing to men is on its mind in personal care with not only the much-heralded Harry’s entry, but also with several product lines in stores or online, including Marlowe, Bulldog, Nivea Men and Man Cave.
Target’s studies suggest that 40% of men’s products in its stores are purchased by men — much higher than four or five years ago.
Quri looks at health, beauty merchandising at Target, Rite Aid during awards shows
Sundial Brands unveils nyakio prestige skin care line
AMITYVILLE, N.Y. — Skin care and hair care company Sundial Brands on Monday announced the launch of its first prestige skincare line, nyakio. Sundial Brands worked with the line’s founder, Nyakio Kamoche Grieco, a first-generation American of Kenyan descent, to bring her family recipes and beauty traditions from 13 countries to the U.S. market.
"My beauty journey started when I was a young girl visiting my grandmother in Kenya,” Grieco said. “She was a coffee farmer who taught me to crush coffee beans and rub them on my skin using a piece of sugarcane to remove dry skin. I’ve curated beauty secrets like this from my family, friends and travels around the world and translated them into a full line of skincare based on cultivated global beauty secrets, cultural traditions and ethically and sustainably sourced ingredients. Inspired by everything that’s been shared with me, I’m now sharing the best in global skincare with every woman.”
The 16-SKU nyakio line is grounded in such sustainably sourced, indigenous ingredients as manketti, neroli, maracuja and yangu oils, as well as red ginseng and quinoa from such countries as Kenya, China, Brazil, Spain, Egypt India, Morocco and Peru. The line launched exclusively in 305 Ulta store on March 6.
Nyakio features a five-regimen collection — cleanse, exfoliate, restore, moisturize and treat — which all work together to provide anti-aging benefits, the company said. The products are formulated to be free of sulfates, phthalates, parabens, mineral oil, petroleum, formaldehyde and butylene glycol.
“For 25 years now, our vision at Sundial Brands has been to build our business and our Community Commerce purpose-driven business model as examples that other entrepreneurs and businesses could be inspired by, learn from and expand upon,” Sundial Brands founder and CEO Rich Dennis said. “Our acquisition of nyakio underscores our ongoing commitment to identifying, supporting and developing other entrepreneur brands that share our vision and values. Nyakio’s roots of family, natural ingredients, culturally authentic traditions, entrepreneurism and community impact closely mirror our own, so we have a deep connection to what this brand represents and the woman who inspired it. We are honored to have Nyakio — the person — and nyakio the brand as the newest members of our Sundial family. As we move forward with our multi-brand portfolio strategy and scaled growth, we are committed to continuing to bring others along with us in ways that simultaneously advance businesses and communities.”
As part of Sundial Brands’ Community Commerce efforts — through which the company invests directly into people, programs and institutions that are supporting educationally and entrepreneurially driven efforts delivering social impact and sustainable poverty alleviation solutions — the company will be partnering with Girls Inc. for nyakio, based on its founder’s passion for development and empowerment of young women.
“I am beyond grateful to join Richelieu and the team at Sundial as I begin my journey with this new skincare line,” Grieco said. “Having the support of a company that truly cares about the people it serves and the world in which we live is rare, and I look forward to everything that we will accomplish together.”
The full line includes:
- Sweet Almond Cleansing Oil Balm;
- Kenyan Coffee Face Polish;
- Chinese Rice Exfoliating Cleansing Powder;
- Kenyan Coffee Body Scrub;
- Kenyan Coffee Lip Polish;
- Manketti & Mafura Anti-Aging Oil;
- Marula & Neroli Brightening Oil;
- Maracuja & Yangu Soothing Oil;
- Baobab Lip Balm;
- Tamanu Firming Face Balm;
- Baobab Youth Infused Daily Defense Crème;
- Rd Ginseng Line Smoothing Eye and Lip Cream;
- Quinoa De-puffing & Firming Eye Cream
- African Black Soap Purifying Mud Mask;
- Chamomile Soothing Sleep Mask; and
- Global Beauty Starter Kit, which includes the Sweet Almond Cleansing Oil Balm, Kenyan Coffee Face Polish, and Tamanu Firming Face Balm