Whether it is flow-and-comb, the Caesar, highand- tight, or a pompadour, men are increasingly turning to hair care products designed specifically for their unique styles and needs.
“Individuality, growing consciousness of their appearance, and even increased disposable income in emerging geographies are key trends driving an increase in men’s hair care product sales,” said Kevin Murphy, a global product market manager for the Xiameter brand from Dow Corning. Global Industry Analysts estimates the global male grooming products industry will grow to $33 billion in sales by 2015, while Euromonitor International predicts global retail sales of hair care products will reach $84.3 billion by 2015, led by shampoos and conditioners. Approximately 60 per cent of the 10,000-plus new products per year during that period will contain at least one silicone material, often more in the case of conditioners, Murphy said. “Silicones have properties that not only condition hair, they can be used to add shine, make combing easier, enhance hair strength, moisturise, define and add volume,” said Murphy. Because of the trends that portray their individuality – as well as manage specific grooming challenges based on their hair type, condition and desired style – the concept of products tailored ‘just for me’ has taken hold. Dow Corning says that silicones can offer solutions tailored to the individual variety of wants and needs associated with men’s ideal hair care regimens. “Scientifically, hair care formulators need to develop products that satisfy the needs of diverse hair types, ethnicities, cultures and regions. But culturally, they also need to accommodate men’s need to look vigorous and youthful,” Murphy said. “Now more than ever, there is no one-size-fits-all when it comes to hair care products.”
