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Why Marketing Grooming Products to Men is a Different Ballgame

Press Release   •   Feb 15, 2016 07:20 EST

Cosmetics are gaining traction among men, as can be seen by number of grooming products that have flooded the market. However, marketing cosmetics to men isn’t the same deal as marketing to women, and brands need to take care of certain aspects before they embark on their mission to create that next advertisement.

Unlike women, men aren’t too cool about the fact that they use cosmetics to improve their look. Also, the products targeted at men are more nuanced and subtle. So, if companies are thinking of marketing foundation creams to men, it’s not exactly going to work. Some e-commerce websites even use nondescript packaging while shipping their products. The general rule in the men’s grooming products market is – don’t let the man feel emasculated and effeminate.

What Brands Need to Remember

Marketing to men also means that focus on beauty and fairness – key selling points in women cosmetics – are replaced with health and confidence. Brands often incorporate a corporate honcho or a young entrepreneur in their advertisements. This is done to symbolise a combination of power, good looks, and confidence.

There is a lot of pressure on men today to look their best. In today’s social media crazy world, where instant gratification is the norm, and selfies are approved or rejected with a single click, the emphasis on looking good has never been so pronounced.

Corporate sector has also played an important role in ramping up demand for men’s grooming products. Whether it is the ever-increasing work hours or client meetings, men are under pressure to look presentable, and this is providing an impetus to the demand for grooming products.

Any discussion on men’s grooming products will be incomplete without talking about the role of millennials as a consumer segment. Their likes, preferences, ideals, and outlook has prompted a number of global brands to change their marketing strategies. The same holds true for cosmetics companies as well.

Millennials have greater exposure to strong female characters, and they are not as conservative as their predecessors. Also, they look at their careers and entrepreneurship in a different light, and are open to new ideas and concepts. For cosmetics companies, millennials represent a lucrative segment, as not only are they highly aware, but they have the disposable income to indulge in luxury products.

In the next decade, the men’s grooming industry is expected to grow at a higher CAGR (compound annual growth rate) than the overall cosmetics and personal grooming industry.

Another thing that cosmetics companies can keep in mind while marketing to men is the placement of the products in retail stores. Keeping male cosmetics along with other male accessories, such as wallets and belts can be a better idea than having men go to the common cosmetics store. This way men can feel more comfortable while buying cosmetics products.

The information presented in this article is sourced from the report, “Men Grooming Products Market: Global Industry Analysis and Opportunity Assessment 2015-2025”. A free sample of this report is available for download at

Future Market Insights (FMI) is a premier provider of syndicated research reports, custom research reports, and consulting services. We deliver a complete packaged solution, which combines current market intelligence, statistical anecdotes, technology inputs, valuable growth insights, aerial view of the competitive framework, and future market trends.


Mr. Sudip Saha

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