Metro? Uber? Retro? Boomer? Attitudes evolve as men's grooming market explodes

Sept. 4, 2010 - PRLog -- The days of targeting marginalized stereotypes is over as marketers of men's grooming products ignite a race to capture the attention of 130 million product-curious men.

In 1994, the word “Metrosexual,” catches on as a term describing the all-new, progressive, fashion-conscious metropolitan heterosexual.  A word so powerful, it shaped consumerism for over a decade, and blurred lines between what was thought to be “manly” versus “gay.”

In 2007, Euromonitor International predicts the emergence of the “Übersesxual,” projecting an 18% global growth potential, roughly $26 billion in sales by 2011.  That premonition proved to be true when the May 19, 2009 edition of the SunSential hit the streets, splashing the headline: Men’s Skincare Goes Übersexual and Guy-liner goes mainstream.  Author Rod Hagwood described this newest male archetype as more confident, stylish, competitive, and yes, decidedly more masculine than his predecessor.

Über is unter (under) in short notice as 2010 ushers in the newest generation of buying-age men, the “Retrosexual.” Retrosexuals hearken values from the days of Hollywood’s late 1940’s male legends. It’s a typical night at the Caliente Tropics Resort in Palm Springs.  The Rat Pack is lighting up the town.  This group of suave, courageous, debonair men never shied away from looking good.  When it comes to grooming, however, these guys prefer good old fashioned barber shops.  Retrosexuals too prefer dedicated shops and environments where products and services are discreetly male.  Spa directors and retail merchandisers understanding these drivers of the new retro generation stand to ride the men’s grooming wave, and reap the benefits of this burgeoning new business opportunity.  L’Oreal’s UK Men’s Grooming Report, 2010, states that 72 percent of the overall men surveyed, and 84 percent of 18-29 year olds, felt that being well-groomed made them feel more confident.  The report went on to say that men were feeling, “worn down by the recession,” and actively sought ways to look less tired.

Feeling the impacts of the recession is not a UK exclusive phenomenon.  Workaholic “Baby Boomers” represent 72.8 million of the world’s most ardent consumers.  These men and women are shoppers of the highest order.  Boomers have been watching and learning.  According to Robert Cribb of the Toronto Star, worldwide sales of male-targeted skin care, hair care, bath and shower products hovered around US$20 billion last year, up more than 40 percent over a five year period.  Men are discovering there is no stigma to healthy, younger looking skin, fueling the trend of new male grooming product introductions, worldwide.

To date, the solution has been to cautiously add a few skin care products to an existing shaving line, or repackage a few women’s line SKUs in bold masculine colors to test the waters in this vast new territory.  The short-term success is undeniable.  Yet, as male consumers continue to learn and understand the skins in which they live.  The differences between male and female skin, and skin type, will become increasingly apparent.  There’s the gap, the new market need.  Where are the full blown men’s skin care lines?  They just aren’t there.

Organic Male OM4 Founder and CEO Michael Bruggeman saw this crossroad long before its time.  “Being first to market is painful,” said Bruggeman, after launching Organic Male’s 21 SKU complete type-specific skin care system for men. “Bottom line is male and female skin is different and it is time to move beyond the one-product-fits-all mentality and help men understand how to improve the condition of their skin,” said Bruggeman.  Some facts about men’s skin: (1) it is oilier than women’s skin due to testosterone, (2) it is 20-30% thicker impacting rates of absorption, (3) the outer layer -- acid mantel suffers damage from daily shaving.  To address these and other key differences, OM4 formulated four type-specific collections, each with a built-in anti-aging solution for Sensitive, Oily, Normal, and Dry male skin.  4 easy steps – 1: Wash, 2: Balance, 3: Bioactivate and 4: Defend, take less than 4 minutes to complete.  Each collection contains a cleanser, pH balancer/aftershave, bioactive, vitamin-infused, anti-aging serum and a moisturizer.  The first complete skin care system 4 men.

Relying on Bruggeman’s core belief that the science of skin care exists within nature and requires minimal human intervention, OM4’s products contain greater than 70% food grade organic content. Green and clean, each ingredient is extracted in its purest, most active state and is sustainably transitioned to a finished product in harmony with the environment.  

Attitudes are changing and the trend is echoed in OM4’s own market research (July, 2009).   1,027 US respondents to its male grooming study described their attitudes toward skin care:
    •   Skin care is for women – 11%.  
    •   Men should use skin care to prevent premature aging – 35%.
    •   I would use it at home but feel uncomfortable at the gym/in public – 20%.  
    •   I do not have a routine but need to start one – 17%.  
    •   I do not like anything on my skin - 6%

“Those are amazingly positive results,” said Bruggeman, who has bet the farm that men’s grooming is here to stay.

To learn more about Organic Male OM4 and the benefits of the world’s first skin-type specific, all-natural skin care for men, visit www.OM4men.com, or call (877) 898-MALE (6253).

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Organic Male OM4 is an organic men’s skin care system, designed exclusively for male skin. Four skin types – sensitive, normal, oily and dry, are the basis of the 16 core products in four collections.

4 PRODUCTS | 4 STEPS | 4 MINUTES | 4 MEN