Men are using the mirror more
But shops not heeding their call
SOUTH African men have come to appreciate male grooming that goes beyond the traditional shave and haircut — but mainstream retailers are not yet meeting their personal-care needs.
This was established recently through research conducted by master of business administration graduate Prathana Amrithlal.
Her research — compiled as part of her MBA dissertation and doctoral thesis— is the first of its kind in South Africa.
She explored the attitudes and behaviour of male shoppers when purchasing personal-care products.
It helped earn her a cum laude pass and the top position among students from 11 countries at the Management College of Southern Africa.
“The male-grooming sector is the fastest-growing sector,” said Amrithlal, who heads up the trade category management department and customer collaboration at Unilever.
“Men, more than ever before, are becoming conscious of their appearance. It is linked to professionalism and it is also linked to their personal outlook.”
In three months, she interviewed 250 men about their habits and thoughts on personal grooming.
Respondents, she said, largely “felt that it would add to their appeal” to improve their grooming habits, which in turn enhanced their self-esteem.
Although preferred brands of grooming products varied by income level, Amrithlal found that the respondents valued certain grooming basics across the board.
“Even in lower-income groups, the bare minimum is important.” This includes items such as soap, deodorant and moisturiser.
Deodorant was considered most vital, with 95% of respondents saying they could not do without it,
Men, more than ever before, are becoming conscious of their appearance
followed by soap (92%) and face-care products (91%). Men in lower income Eastern Cape households said they “couldn’t go without a deodorant even if they have to share it”.
The preferences of wealthier Umhlanga respondents ran to products such as body washes, facial exfoliators and cleansers, and even routines such as eyebrow threading.
Family members and traditions influenced an individual’s loyalty to specific brands.
“One respondent said: ‘I’ll use only Brut, because my dad and granddad used it before me.’ ”
International celebrities such as David Beckham and Brad Pitt are key influencers in the move towards more sophisticated male grooming. “[The respondents] spoke about seeing Ronaldo appear in an advertisement for hair products and then wanting to try it.”
Significantly, Amrithlal said, the respondents indicated a desire for “men’s zones” in stores where they could buy clearly male products — away from those for women.
Amrithlal said most local retailers did not yet make a clear distinction in the display of products for men and women.