BPC prod­ucts for men up 70 per cent

Male-spe­cific sec­tor ac­counts for six per cent of to­tal launches in 2012

Gulf Marketing Review - - WORLD NEWS -

Global Beauty & Per­sonal Care – BPC – launches tar­geted at men have in­creased glob­ally by 70 per cent since 2007, re­veals new re­search from Min­tel. The male-spe­cific sec­tor ac­counted for six per cent of to­tal launches in 2012, ris­ing from four per cent six years ago.

The US mar­ket rose by nearly 20 per cent to reach $3 bil­lion in 2012, up from $2.5bn, 2007-2012.

In the UK, growth was 12 per cent, from £512 mil­lion in 2007, to £574m in 2012.

Sales are ex­pected to rise by 16 per cent and six per cent in the US and in the UK re­spec­tively by 2017.

Em­manuel le Moeglin, an­a­lyst at Min­tel, says that to meet de­mand, the mar­ket is seg­ment­ing and ex­pand­ing into new cat­e­gories.

“For in­stance, typ­i­cal fem­i­nine for­mats, such as serum and eye cream, have moved into the male cat­e­gory.”

The most pop­u­lar claims for men’s and women’s prod­ucts are ‘botan­i­cal’ and ‘herbal’ at 25 per cent and 36 per cent, re­spec­tively.

‘Mois­tur­is­ing’ and ‘hy­drat­ing’ fol­low at 23 per cent for males and 36 per cent for fe­males. How­ever, prod­ucts mar­keted to men are more likely to be ‘der­ma­to­log­i­cally tested’ (21 per cent vs 14 per cent), ‘eth­i­cal’ or ‘eco- friendly’ (11 per cent vs four per cent) and ‘aro­mather­a­peu­tic’ (six per cent vs three per cent).

Smoothie: Men are more swayed by the 'der­mat­a­log­i­cally tested' claims

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