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Schick intro grooms facial hair

BY Antoinette Alexander

More men may be embracing facial hair, but that hasn’t shaken Schick, an Energizer Personal Care brand.

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

Embracing the trend, Schick earlier this year launched its new Hydro 5 Groomer, which is positioned as the first ever 4-in-1 facial hair styling tool designed to simplify, enhance and personalize grooming routines for men.

It features the innovations of the Schick Hydro 5 razor on one end and an adjustable built-in trimmer on the other to deliver a shave routine that doesn’t involve attachments.

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Gillette debuts first body razor

BY Antoinette Alexander

With “manscaping” on the rise, Procter & Gamble’s Gillette brand has created the new Gillette Body razor, the brand’s first razor designed for bodies.

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

It features a rounded head designed for total body comfort, three lubricating strips and an anti-slip grip for greater control, even in the shower.

To complement the launch earlier this year, the brand developed a series of “How To Shave…” YouTube videos, arming men with step-by-step instructions, tips and tricks on how to properly and comfortably shave their chest, groin, armpits, back and head.

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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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