RB has roped in Bollywood celebrity Kartik Aryan to endorse the depilatory product that RB also sells in other global markets. Last week, the local arm of British consumer goods major Reckitt Benckiser (RB) launched a hair removal cream for men under its popular Veet brand in a sign that India’s fairly small, but growing male grooming category is drawing more shoppers and prompting some of the world’s largest companies to offer more products than just shaving creams, and deodorants. Manscaping is usually focused on the upper half of a the body from around the waist and up. These specialized products for body and hair are growing at twice the rate of the traditional male grooming products for face and shaving, Nielsen said.Īnd some of the biggest consumer goods makers are capitalising on these trends. Men shouldnt really shave their legs unless its for medical reasons. The linear journey has now got layered with styling products including hair colours and hair gels, as well as specialized grooming products like face wash targeted for beards," Nielsen added. "Shaving has traditionally been the biggest part of the male grooming regimen, which has gradually evolved first to basic body care and then in recent times to hair care. Now, as the male grooming market has matured beyond these products adjacent categories are seeing an uptick in demand. However, over the last decade companies such as Marico, Emami, Nivea and Loreal have bolstered their range of male specific hair styling gels, shampoos, and face washes in response to growing and specific grooming needs of men. Indian companies have for years sold more female specific personal care and beauty products with men largely relying on those for their grooming needs. Moreover, beard and moustache care products in the form of oil, wash and wax have become a topic of discussion on social media, Nielsen observed. These include new categories such as wax, butter, pomade.
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