The New Target of Cosmetic Industry

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Parent Category: News and Stories

Posted in: Beauty n Fitness on Tuesday, 07 October 2008 00:00

Men were earlier shy of using products meant for women but it is no more a stigma now. The dominant males (following the fair sex) have embarked upon a desire to nurture their skin and hence, if possible, become fair in the process. This trend has induced a prodigious demand, with more and more manufacturers entering into the foray of male fairness creams.

If personal beauty is a greater recommendation than any letter of introduction, then today’s male is encashing upon this opportunity following his female counterpart. Thanks to the escalating branded market of male grooming segment in the country, the demand of fairness cream for men is on the upsurge and is making way for many cosmetic companies to rave about.

In the business world of today, a well-groomed look has become a necessity for the Indian men. This shift is not only happening in the metros, but also across social classes and geographies. Driven by this necessity, image conscious 3G is splurging on grooming products more than ever before. This grooming obsession has not only limited itself to the corporate world rooted men but has also swayed college goers and youngsters.

“Personal grooming is vital, if you want to feel good and communicate confidence with panache in this fiercely competitive world. Today, an average guy is very aware (from his exposure to global multimedia) about what kind of shampoo, shaving cream, soap, face wash, hair cream, deodorant or sun block he needs to use. He travels a lot, meets various people and he has to deal with peer influence therefore, he is always conscious about being presentable and appealing,” says Gautam Vazirani, fashion and lifestyle communication specialist with GAS.

In a similar tone croons Soma Ghosh, marketing head, Nivea India Pvt. Ltd. (a leading global player of the market with ‘Nivea for Men’ products), “The idea of grooming has moved beyond shaving and deodorising; applying creams or styling hair is not considered sissy anymore. The Neanderthal look is out, and men are willing to spend generously on personal grooming as looking one’s best gives you self-confidence, which is very important in today’s competitive world.”

Earlier men were thoroughly grappled by women’s beauty products. Nowadays, products catering to men are different as they are especially created for the male skin. The formulation of these products are lighter and have a distinct fragrance, which appeals to a man.

With the advent of Emami’s ‘Fair and Handsome’, the segment is further bolstered with the entry of bigwigs, such as Nivea, HUL, CavinKare, Vichy Laboratories, L’Oreal Paris and Elder Healthcare. Newer developments are enabling skin care brands to come out with tailor made products containing specific ingredients that are more effective on a male skin. As men are notoriously lazy when it comes to caring for them, many products offer multi benefits. Multi purpose offers more value for money for male grooming products and has created a win-win situation for these brands to cater to its consumers.

According to the report by Euromonitor International on ‘Men's grooming products in India’, rising income levels fuel consumer interest in cosmetics and toiletries, where young urban population proves enthusiastic in response to the brands. “The fact that men skin is different from women, has initiated men to look at such products, which are more geared to care for their skin type rather than using women products,” elucidates Soma Ghosh.

Indian male grooming market is estimated to be at Rs. 750 crores and is growing at the rate of 11%. According to Soma, “Deodorants and face creams are the emerging category, which are growing at 45 and 20 per cent respectively.”

Vikas Mittal, Vice President, marketing (personal care), Dabur India Ltd., also concedes this. “While regular shaving products and hair dyes account for a bulk of sales in the male grooming market, toiletries, i.e. grooming products other than shaving aids, have now emerged as the fastest growing segment in the male personal care market. Within this, hair styling creams, gels, fairness creams and moisturizers are expected to be the fast-movers."

This upheaval however, is not created only through the outset of male fairness creams or burgeoning male-salons or spas. Explains Dr. Anup Dhir, sr. cosmetic surgeon, Apollo Hospital, New Delhi, “With the introduction of the metrosexual phenomenon in 2000, men began focusing on their grooming and the use of skin care and makeup. Men want to maintain a youthful appearance and a winning edge. Interestingly, younger men seem to be leading the charge, which points to a generational shift in thinking.”

Surprisingly, Anup feels that women do not dominate the world of beauty aids anymore, since “more men than ever before are coming for cosmetic and plastic surgery.”

“There are a large number of men who care about their looks more than their wives. Young ones spend hours in front of the mirror applying gel, mousse and those entire styling products, to have a cool hairstyle. You can easily ascertain that men are now keen on creams, moisturisers, perfumes, and even the modern gadgets, like cell phone and other devices. It is like a woman wearing an expensive bag or sunglasses,” adds Anup.

Anuj Saxena, MD, Elder Healthcare, whose company has launched ‘Fairone Man’, especially for male skin type, also admits that the new customers of the beauty industry are men. "There is a huge growing awareness among the Indian men to look good.”

Says Grasim Mr India 2007, Bharat Kundra, “The rising metrosexual culture and a quest to emulate their favourite film stars, men are avidly engrossed in a bid to look better. As the nascent actors of the new age cinema are fair young men, so it is least surprising to see them cognisant towards their appearance.”

Emami stepped up first to make this opportunity prolific by roping in Shahrukh Khan to capitalize on the rising power of the superstars for its fairness cream, in order to excel in the market. According to Mohan Goenka, Director, Emami Group of Companies, “This is all the more crucial as this brand is a category leader and SRK is the only name that came to our mind when we thought of selecting our brand ambassador.”

Other major players are also ready with their pioneering plans in pipeline for the flourishing fairness market. Anuj’s company has entered into an alliance with health and beauty major, VLCC, to launch and market ‘Fuel for Men’, a range of men toiletries manufactured by VLCC Personal Care Limited for men.

Hindustan Unilever Limited recently launched ‘Aviance Men’s Solutions’, exclusively for men to combat shine and premature ageing. Dabur India, which currently does not have any product specifically targeted at male grooming or the male beauty care market, is also planning to tap this segment with a range of products. Shahnaz Ayurveda Pvt. Ltd and Paras Pharmaceuticals Ltd have also chalked out plans to tap this lucrative segment.

This list can be prolonged with the entry of the young Turks but it is palpable now that looking good is no longer just a female prerogative.