South africa rides ‘met­ro­sex­ual’ wave

The Sunday Guardian - - THE WEEK -

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.

Sa­lon in South Africa

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