In today's society where "looking good" is of considerably greater importance as compared to in the past, men have been exposed to more products and services to help upkeep their masculine and clean sharp look. More men are diving into indulgent purchases for their face and body. It is no wonder that the men's grooming business has been the fastest growing segment in the entire cosmetics industry (both men and women's) for the past few years. If men can afford to buy a $500 iPad, it definitely means that they can splurge on goodies for their face. And how many of you received some type of skincare product(s) like a smooth shave cream or hydrating facial scrub guaranteed to wipeout all sweat and stress off your face as Christmas presents last month?
Buying skin care products at your local CVS or RiteAid is a thing of the past. Studies have shown the highest growth rates in the entire cosmetics industry are in the men's luxury grooming market, specifically men's luxury skin care products purchased at higher end malls like Bloomingdales and Nordstrom. This is evident as renowned luxury brands like Giorgio Armani and John Varvatos who have not wandered into the men's skin care business launched new skincare products in the past few years. Even the ever so popular Stetson cowboy cologne magazine ad in the 80s has been replaced by celebrity A-Listers adorning luxury cologne full-page ads in Esquire magazine. And exclusive and upcoming luxury niche brands focusing only on men like TwinLuxe and their unique 7-product 'Shaving Skincare' range have been gaining momentum as the grooming essentials for the "modern man" or as we used to dub them "the metrosexual".
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