Tapping into the male groomer’s demand for high-performance, good-value, long-life products, British male grooming brand Men-ü has tailored its product offering with ultra concentration in mind.
Bearing the tagline “A little goes a long way”, Men-ü’s shower gels, shampoos and hair-styling products are developed for performance and longevity. The 500ml Black Pepper & Bergamot shower gel should last up to six months, with the pump bottle dispensing the exact amount required to clean the entire body in one go.
The highly concentrated formulas also allow the packaging to be as compact as possible, with the 100ml sizes (depending on the product) providing 80 to 265 applications. Prices start from £8.95 ($12), offering great value – key to attracting male consumers. While female beauty product fans often relish finishing a product to experiment with different scents and textures, male groomers are attracted to offerings that minimise return trips to the store.
Similarly, easy-to-use travel- and gym-bag-friendly products will also appeal to busy, on-the-go consumers. In the US and Europe, 86% of men prefer their daily grooming routine to be as simple as possible (Mintel, 2015).
The global male grooming market is estimated to be worth $21.4bn (Statista, 2016). Shrewd brands will acknowledge the different ways in which men approach grooming routines, along with their attitudes towards the amount of time and money spent on grooming – which differs greatly from female consumers.