Stand By Your MAN!

by Naomi Mannino

If you really want to boost your hair care product sales, show your men what you can do for them and sell men's products on separate shelves.

WANT TO CAPITALIZE ON THE GROWING MEN'S HAIR CARE TREND?

Look for new technologies in styling products just for men's styles: gels, creams, waxes and pomades, as well as ethnic creams.

Stock conditioners just for men with long hair styles.

Invest in products that solve menonly scalp problems women just don't think about!

Shelve men's products separately... men want their own space (to find their products, that is)!

Show eco-conscious men it's easy to be "green" and carry at least one line of organics/naturals.

Scents for men only: Cedar, Citrus, White Moss, Mint, Tea Tree, Eucalyptus and combinations thereof.

Cater to other hairy issues: beard wash, shaved head wash, all-overin one wash.

Give men samples and show them how to use it — men are 80% more likely to by a product they have sampled or learned how to use!

The long standing shelves of salon hair care products targeted to no-one in particular are over. In fact, in response to increasing market competition, hair care manufacturers have created a wide array of hair care products targeted specifically for men, reports Euromonitor International's latest research into the growing men's hair care category.

One demographic factor is the rise in single male adult households which has led to men doing their own shopping with more disposable income to spend, many with a more eco-conscious attitude. These same men are also increasingly more fashion conscious in their hair and fashion styling, as noted by release of August 2007 ABC magazine circulation sales figures which point to an increase in men's digital style magazine formats like IPC's Ignite! and men's weekly style mags from European publishing giants like IPC's Nuts! And Emap's Zoo.

Despite the infiltration of so many more successful men's markets, monthlies like Cond? Nast GQ's circulation is also up 1.4 percent in 2007 by keeping their upmarket target audience clear: Men… what they need and want! There is also a large segment of male baby boomers interested in scalp issues and hair coloring, more than ever before, as they look to age gracefully (and without grays!) One of the largest segments of growth can be found in new technologies in styling products and conditioners, many targeted to ethnic hair types, with sales forecast to grow by 14% by 2010, reported Euromonitor.

Another major factor is a generalized growing worldwide importance in looking good. It's an obsession in this country with two-thirds of all Americans agreeing that the pressure to look good is greater than ever before, according to the recent global beauty survey completed by the Nielsen Company. Since women have always conformed to the beauty culture of looking good, the pressure is mostly on the men with the majority of consumers revealing that it is ok for men to spend time and money enhancing their appearance, reports Nielsen's latest research.

One new Web site, Menessentials.com, launched by founder and president James Whittall as the first male grooming Web site explains, "I believe men, if given the right information and environment, will shop for hair care products without the help of women — but they don't want to suffer a trip through the women's beauty and fragrance aisle!"

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