In recent years the male grooming market has seen some insane growth and shows no signs of stopping. In fact, some reports predict that the global male grooming market will be
Despite its predicted growth, a recent survey by GQ highlighted that on average men in the UK are only
The market needs education
As a reader of MenswearStyle, you are what brands would usually call an ‘intelligent customer’ when it comes to male grooming products. As it is highly likely that you have at least a fundamental understanding of the types of products available, their application and the benefits they can bring. As this is the case, you are likely already spending more than the average male on grooming products. For example, the previously mentioned study by GQ highlighted that on average their readers (intelligent customers) were spending £38 a month on male grooming products. That is an 179% increase in spend compared to the average British male. It is the wider education of the market that is needed to increase male spending on grooming products. Marketing offers a number of tools and tactics which can be used to do this.
Trust is the key to growth
Of course, every business thinks that their products are the best thing since sliced bread. However, consumer trust in brands is at an all-time low. In fact, studies show that only
Men need to be inspired
Why did you make your last purchase? It may have been practical, food and drink perhaps? There is a high possibility that you made the purchase because you were convinced it would improve your life in some way, perhaps increasing your social position. Before more men invest in their appearance through the purchasing of male grooming products, they must be inspired by the potential outcome. This is not to say that as a market male grooming businesses should go down the heavily photoshopped model route – nobody really falls for that any more. Instead these brands should be using aspirational, yet achievable marketing material to inspire men to be better versions of themselves. By communicating the benefits of grooming products through aspirational marketing, the desire for the results will increase, therefore increasing the need for the products.
We need to reach more men
We have already identified the need to educate more men on the advantages of using high quality male grooming products. Two marketing tools that will increase the reach of this education is