Sculpting Smooth and Razor Sharp

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The male grooming market is growing to accommodate style statements beyond shaving facial hair. Men’s grooming used to be limited to shaving creams and deodorants. Today’s male purchases bronzers, concealers, anti-aging products, masks, and a host of hair products. It takes a full vanity cabinet to create that masculine look. Men are spending more on male-oriented toiletries than on shaving products. In 2016, the global male grooming market is estimated to be worth about USD $21.4 billion. Men’s toiletries used to consist of shampoo, deodorant, shaving cream and not much else. But from London to New York to São Paulo, bathroom cabinets of middle-class homes now brim with moisturizers, facial cleansers, eye serums, bronzers, concealers, anti-agers and even mud masks—all designed specifically for men.
Men have begun to spend more cash on male-specific toiletries than on shaving products. Sales of skin care, in particular, boomed; and there is no going back now. More and more men are putting higher stock into looking good. It’s about self-confidence as much as anything else, and the desire to feel more attractive, more successful, and, increasingly, more youthful. Men’s toiletries used to consist of shampoo, deodorant, shaving cream and not much else. But from London to New York to São Paulo, bathroom cabinets of middle-class homes now brim with moisturizers, facial cleansers, eye serums, bronzers, concealers, anti-agers and even mud masks—all designed specifically for men.

Men have begun to spend more cash on male-specific toiletries than on shaving products. Sales of skin care, in particular, boomed; and there is no going back now. More and more men are putting higher stock into looking good. It’s about self-confidence as much as anything else, and the desire to feel more attractive, more successful, and, increasingly, more youthful.Facial hair shaving and trimming represents 40% of the average male spending. However, shaving now includes razor sharp lines and designs that go up to the crown of the head. Shaving is also used to determine the pattern of the moustache and beard. From a pencil thin moustache to a full beard that is trimmed, shaving and sculpting patterns are a blend of techniques and products. The shape and volume of a hairstyle, sideburn, moustache and beard are often one continuous style statement. Manual and electric appliances do only half the work. 

The OTC male is even more vested in style versatility. Modern high tech razor techniques are used to define the shape; low tech curl sponges are then used to define the curl pattern. Males sharpen their hair style with gels, color and sheen. The sculpted styles communicate age, career and social status for some. For others, it’s just a very dope way to make a macho statement that says the male is sharp and smooth at the same time.

Men’s toiletries used to consist of shampoo, deodorant, shaving cream and not much else. But from London to New York to São Paulo, bathroom cabinets of middle-class homes now brim with moisturizers, facial cleansers, eye serums, bronzers, concealers, anti-agers and even mud masks—all designed specifically for men.

Men have begun to spend more cash on male-specific toiletries than on shaving products. Sales of skin care, in particular, boomed; and there is no going back now. More and more men are putting higher stock into looking good. It’s about self-confidence as much as anything else, and the desire to feel more attractive, more successful, and, increasingly, more youthful.

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Elayne McClaine has identified and developed emerging domestic and global trends in hair care, skin care and other consumer categories for such firms as Chesebrough-Pond’s, Revlon and Pharmacia (div. of Pfizer). Her expertise in therapeutic treatments for hair, skin and scalp led to the creation of the Women’s Institute for Fine and Thinning Hair, sponsored by Rogaine. McClaine has been acknowledged by the American Academy of Dermatologists for marketing and promotional excellence. ESME Market Specialists, LLC consults with firms that require expertise in strategy development, multicultural marketing and account planning.