For years the beauty industry has touted the men’s grooming market’s growth prospects. Despite rising interest in personal appearance among men and a greater acceptability of using products such as skin care, over the last three years the UK’s £484 million men’s grooming market has grown only marginally.
The core of the market remains focused on essential areas such as deodorants, shampoos and shaving preparations, although facial moisturisers are becoming more popular, backed by high levels of innovation.
Social change
Shifting pressures and influences on society have changed men’s role in everyday life. As a result, this changes not only men’s attitude to personal care products, but also the likelihood that they will influence the purchase of these goods. Following are some social categories that have been isolated to illustrate these changes.
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