Focus On Male Grooming

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Male grooming has hit a plateau recently. Recession-driven economising is partly to blame – but is the decline of Metrosexual Man also having an effect? Daniel Selwood investigates


Whatever happened to Metrosexual Man?

The slick, urban guy who took care of his appearance, used product on his hair and face and was unembarrassed about being scented and moisturised has made way for the more natural, rugged and beard-loving Retrosexual – as epitomised by Hugh Laurie (L’Oréal’s latest ‘spokesmodel)’, Zach Galifianakis and any male nu-folk singer you care to mention.

It’s worrying news for a male grooming category that’s struggling to contend with price inflation and a massive consumer clampdown on discretionary spend – as the latest data reveals. Value growth has slowed from 2.2% last year to 1.9% this and volumes have actually fallen 1.4%, having last year grown 5.5% [Kantar Worldpanel 52w/e 15 May].

But the outlook may not be quite as bleak as it seems.


Also in Focus On Male Grooming

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THE LAST YEAR IN GROOMING SALES
It’s a close shave, but razors aren’t at the top of the male grooming charts. What is?

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