The belief that Indian men are becoming more beauty conscious is being reinforced by the number of new products entering the Rs 1,000-crore male grooming market.
The latest to join the sector growing at five per cent annually is L’Oreal, known more among the men folk for its beautiful models than beauty products. But the company’s to-be-launched six products promise men to revive their “fatigued and dull looking skin” and even “reduce wrinkles and sagging from the face and neck”.
“We got surrogate indicators that showed a demand for these products,” said Ashwin Rajgopal, marketing manager, L’Oreal.
“For instance, men apparels and fragrances are doing very well. And there is the realisation among the men in metros that good skin is part of good personality and well being,” he said.
Emami’s launch of its Fair and Handsome skin cream earlier this year, was also driven by a study that revealed almost 30 per cent users of skin care products was men. And though figures are unavailable, company sources say that the two-month-old product is doing “phenomenally well.”
Marico’s Kaya Skin Clinic has seen the share of men among its clientele increase three-fold to 25 per cent within two years. In south India, it is 35 per cent.
“We give enhancement solutions for men. Looking good is important for professionals as they go for business trips and meet people,” says Mrinmoy Mukherjee, marketing head, Kaya Skin Clinic.
The new look on male beauty is changing the face of male grooming sector, which till now was restricted to after shave lotions and hair gels. Now it also includes facials, body and head massages, manicures and pedicures, says Shahnaz Husain. Her beauty products empire has an exclusive chain of saloons for men and a Man Power range of ‘therapeutic products.’
The age group extends from teen to 50-plus from middle and higher income groups.
Other players such as Elder Pharma and VLCC are set to launch products exclusively for men. Elder’s Anuj Saxena says that at least three of its eight new grooming products to be launched next year will target men. VLCC is also said to be launching six products for the male customers.
The metrosexual men have suddenly become a big market to tap.