February 2014 Spray 13 grooming away babyfaced metrosexual more mainstream The global market for men’s personal care products seems destined for continued, strong growth. According to Euromonitor International, men’s grooming is one of the fastest growing segments of the personal care market. The market research firm predicts worldwide sales to surpass $39 billion in 2015, with sales in the U.S. to top more than $6 billion by 2017. According to Eric Desmaris, Business Development Director, Mega Airless, the development of exciting, male-oriented formulas—and the dispensing technology needed to properly protect them—remains a key factor in this global paradigm shift. However, other reasons are behind the accelerating popularity of men’s grooming products from both international power brands and small- and mid-sized entrepreneurial companies. Attitudinal change among men age 17 to 34, in terms of grooming regimens and propensity to spend, is a leading reason, according to Desmaris. “Generation Y is ready to spend, right now,” he said. “At the same time, these younger men enjoy the benefits of the daily regimen and have no stigma using and telling their friends about eye creams, anti-aging formulas, skin preparations and even cosmetics.” According to global consulting and research firm Kline & Co., the term “metrosexual” has become outdated. Recent market reports state that, these days, all types of men, in urban and suburban areas, use male grooming products, no longer making it a niche market. Geography and ethnicity also play a part in the advance of men’s grooming products. Europe may still be the largest market for male grooming products, Kline reports, but the rate of growth is fastest in Asia. In such markets as Japan and South Korea, Desmaris said, maintaining a man’s youthful look means using a wide range of products, including cosmetics. The big picture, however, is that a global, cultural shift is taking place, across age groups, even in countries where men had been reticent about anything more than basic male grooming, Desmaris said. “Imagine the potential for this category, as roughly half the global population is now starting to use grooming products. It’s no longer only women that have a daily grooming regimen, and use toners, moisturizers, cosmetics and other related products.” It pays to smell good… A survey by market researchers SPA Future Thinking suggests that, despite the growth of all manner of male grooming products, one in five men admits to never using deodorant or any other kind of body spray. However, the survey of 1,000 men suggests that for most, a grooming routine has become a way of life. Perhaps surprisingly, the study found that being attractive to the opposite sex was not the primary motive. Instead, most like to smell clean because it makes them feel good, gives them greater confidence and may help them get ahead in life. Quick and easy to use, men’s deodorant and body spray comes in a variety of different scents, so users can find the perfect product for them. Brazil’s Skala for Men Aerosol Deodorant comes in two scents: Active Fresh and Active Extreme. They are packaed in cans from Condensa and are filled by Bastón Do Brasil Produtos Quimicos Ltda. Other Brazilian products in a Condensa can and filled by Memphis SA Industrial Brazil include Senador and Biocrema. Continued on next page
SprayFeb14
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