18 Spray February 2014 Men'sCare GrowsUp by eliminating grease and oil, leaving hair looking great and smelling fresh when a shower isn’t an option. AXE Spiked Up Look Extreme Hold Spray for men adds a matte look to spiky styles. The 6oz. can is topped with a Moritz Twist-To-Lock aerosol accessory from Aptar. Helping formulators understand men’s needs The market for men’s personal grooming and hair styling products is booming, but with more product options than ever currently being targeted at male consumers around the world, determining and formulating the products that will suit individual styling preferences and grooming habits can be daunting. The Male Fundamentals guide from AkzoNobel Personal Care is designed to help formulators become better acquainted with the dynamic and growing men’s personal grooming and hair styling products segment. Extensive consumer research was conducted to explore styling needs, product preferences and grooming habits of male consumers across the globe. As a result, AkzoNobel created 12 new styling formulations designed to meet the specific needs of male consumers around the world. Men from the U.S., Asia, Europe and Latin America participated in the study, which increased the understanding of men’s needs related to hair grooming and styling products; motivation behind styling product purchases; desired consumer experience; tips, tricks and language used by men in each global region to articulate achieving the perfect look; and how ethnicity affects product perceptions. Ashland Specialty Ingredients’ consumer research within the men’s grooming market suggests that, more than ever, men desire a comprehensive regimen to maintain a healthy look and great hygiene but few want to add the extra time it often takes. Responding to consumer in-put, Ashland unveiled Groom ‘n’ Go at SCS Formulate, a kit for men that want the luxury of a comprehensive morning personal care regimen in 30 minutes or less. A series of starter formulations packaged in a convenient travel bag showcases multifunction, easy-to-use products that support a dynamic personal care regimen in a minimum of time. Spray From previous page
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