Men’s personal care and the grooming trend

The world of beauty and personal care is changing: body care is no longer exclusively a woman’s prerogative, but increasingly embraces the male gender as well. Men, in fact, seem to have become more sensitive to this topic and have begun to invest more time in their beauty routines, body care, the way they dress and take care of their appearance.

Could it be because, by giving more and more importance to appearance, hedonism is now an integral part of modern times? Could it be because people follow trends? Or perhaps is it because the male segment, particularly the younger one, feels freer to express itself, resulting in greater acceptance and use of skincare and make-up products? Or is it because there has been a realization of how others’ reactions change depending on whether one is faced with a well-groomed person or someone who is poorly groomed?

Whatever the motivation, companies are following this trend by placing more and more products on the market that take into account increasingly precise and differentiated demands, and by adopting digital content capable of educating and training consumers through videos or tutorials to increase brand loyalty, while the retail world (whether physical or online) is granting more and more space to this target audience.

Overall, the global beauty and personal care market is worth more than $470 billion, with personal care as the main segment (Statista). The Italian market is currently worth more than €10.6 billion, while exports account for 41% of production, with a value exceeding €4.8 billion (mainly to Asia and the United States).

Going into more detail, the global men’s personal care market (shampoos, conditioners, shaving creams, face masks and peels, etc.) was valued at $30.8 billion in 2021 and is expected to expand at a compound annual growth rate (CAGR) of 9.1% between 2022 and 2030 (Market Analysis Report).

This value mainly sees three macro-groups of distribution channels: 68% retail and other channels (including online), 26% perfumeries, and 6% pharmacies (Cosmetica Italia, Annual Report 2022).

The composition of cosmetic consumption for men, which is worth 24% of the overall personal care total, sees alcoholic perfumery (19.7%) and body care products (18.4%) in first place, followed by hair products (14.9%), oral care products (14.6%) and body care products (14.5%); the list ends with facial products (9.2%) and men’s specific products (8.7%). In this last item, there is cross-category growth for soaps, foams, gels, razors, and shaving brushes, which occupy 42% of the total value category.

Pennellificio Omega, which is a Bologna-based company that Roncucci&Partners is assisting on a path of internationalization and digitalization, is leading this last category.

Omega has been producing excellent shaving and paint brushes for more than 80 years, placing meticulous attention on the quality of raw materials (pure badger, bristle and synthetic fiber) and the production process, which is completely Made in Italy.

In a rapidly changing market, the men’s grooming trend is expanding, and Pennellificio Omega, with its long history and rich heritage, is not missing an opportunity to keep up with the times, continuing to create value and excellence.


Valentina Gestri Paolucci

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