South africa rides ‘metrosexual’ wave
JOHANNESBURG: South Africa has been slow to catch the “metrosexual” wave, but a growing middle class and the spread of fashion trends on social media has seen global companies such as Unilever,
Procter & Gamble and L’oreal target more products at African men.
Salon chains are opening men-only parlours to sell these products and to meet the demand for everything from manicures to eyebrow threading. Sorbet Man was launched as a spinoff from a women’s salon brand three years ago and now has 20 franchise stores. It expects turnover to rise 50% this year. Rival male beauty shops are springing up.
“I think over the years the stigma about male grooming has really limited men from basically expressing themselves,” said Dexter Pillay, co-owner of Bespoke Man, a salon in Johannesburg’s business district.
“It’s changed now so drastically where men are more metrosexual.” Africa offers companies the chance to target millions of new consumers.
“Africa’s youthful population is seen as a market opportunity as manufacturers look to target the young modern male who is becoming increasingly conscious about appearance,” said Nicola Cooper, a trend analyst.