Mens Cosmetic Market Essay Example for Free

Mens Cosmetic Market Es assertThe definition of a niche trade is that the product interests just a few people. The target is represented by a limited surgical incision and, in order for the securities industry to be profitable, only angiotensin converting enzyme or both companies can be positioned on this specialized seg man billett. In the market of hygiene and dish antenna for work force, and especi all(prenominal)y in the ornamentals, the offer has been disregard by the cosmetics brand for a long time. In fact, until the end of the 1990s, beauty products for custody were almost non-existent on the market. They did non dumbfound a special space the stores and the men strictly utilize products in a utilitarian aspect. This market has interested just a few brands because it was considered as a niche. Only the base LOreal had the courage to launch itself in this segment in 1985 with Biotherm Homme. This brand is considered analogous a lead up in the mens cosmetics. I n fact, Biotherm was almost alone for to a greater extent than 15 long time, and it is the first one which dares to proclaim that men also need to consume worry of themselves, to clean their skin, combining the pleasure and the health by usingcreams, lotions, even anti-wrinkle creams.In the 90s, Nickel, an exclusive brand for men, launched an offensive by creating masculine beauty institutes. Then, in 1996, it launched its own line for men only. In fact, give thanks to the succeed of its institutes, the brand noticed an real force and opportunity in this market. This new brand bound to men only knew how to enter in this market, thanks to its concept composed by different offers one on the products, and the other one on the mathematical operation of services. But, the real revolution occurred in 2001 with the arrival of Vichy for men and Clarins in 2002.A lot of brands begin to be seriously interested in this growing segment and real competition appears. A new possible is dete cted by the grownup cosmetologist firms. The masculinity of the womens products It is important to consider the cosmetics world in devil distinct parts the market for the men and the one for the women. Even if thither are not big distinctions between the products, those twain markets are quite different. In fact, the men have not the same postulate concerning the product. That is why the offer cannot be the same for both.The ideal product for most men must have some properties and qualities such as being invisible, fast, pleasant to put, easy to use, without smells and with an efficient result. Thus, men are not searching for a feminine product, otherwise, they will continue to use their wifes ones. They really compute for a product adapted to them and to their unavoidably and wants. Moreover, the demand is different from the women They (the women) like to use make up, take vexation of their body and their face by putting moisturizing cream on it Men have not already surpass ed the taboos of the society, and, muchover, they do not like to library paste cream on their body.That is why they will be more attracted by products for shaving, for hairs. But this current demand will probably change in the nigh years. The strength of Nickel was to propose from the beginning a technique and k right away-how studied specially for men. For instance, in his institutes, the technique for depilation was specially adapted for them. Moreover, in order to stay in a masculine headstone, the brand gave names with a masculine connotation that do not make the men abominable, such as torse de boxeur (boxer chest) or jambes de cyclistes (biker legs). 1. 1. 2. Changes in the men cosmetics market Blossoming (rapid development) of cosmetics for men As it was express to begin with, the market of cosmetics, at the beginning, interested just a few brands and also, few men. Initially, this world is attri barelyed to women only. In fact, cosmetology is like of seduction, beau ty, healthiness, or pleasure. Those words represent what the women are olfactory modalitying for when it comes to cosmetics. But, finally, the market of men cosmetics takes off after years of waiting thanks to different changes mentalities of the new masculine generation, appearance of metrosexual, social liberalization of homosexual, and the fact that men want to stay young.The relationship between men and cosmetic products has changed and nowadays, they admit the fact that they also look for pleasure and wellness by using cosmetics. Bit by bit, firms pass over some barriers that men did not think they could transcend make the men taking care of their skin, then, make them epilating and after, everything follows and continues to change. Make-up, Spa centres, beauty institutes, anti-wrinkles cream, hair cares Their interest for their appearance expresses in their point thus, they are 64,6% to take care of their skin, 73,8% to attach wideness to their hair, and 31,8% like trying no velties.In addition, 38,7% states they devote time to take care of themselves. Those figures are clearly high for the men under than25 years old and decrease gradually with the age. All begins in 1985 when Biotherm launched Biotherm Homme, a line specially dedicated to men use. But, the market really took off in 2001 with the appearance of many another(prenominal) brands interested in that specific market such as Nivea for Men, Klorane, Vichy Homme, Nickel, Phytomer, Clarins Men. Many lines and brands even-tempered appear on this market. It is in constant growth since its apparition and above all since 2001.This market is bound to be favored for both top-of- lean and mass distribution. Opportunities of the market The goods of this market are real since it is accessible and opened on the growth. In fact, forecasts are optimistic but the results are above the foretold success. For instance, Clarins Men r to each oneed 170% of its objectives in 2002 18 by the fact that the averag e number of products bought by the men is higher that the womens one. According to Christian Courtin from Clarins, men buy well beyond their forecast, men buy on average 4 products, against only two for women.Another example is Biotherm Homme, the pioneer its line counts 45 products. Between 1997 and 2002, this brand knew a growth of more than 250%. It is true that the purchase from the men reaches unhoped-for proportions, but a demand without attracting cannot be a match market. This is why many brands of hygiene-beauty specialized in the fe manful market launch a reserved assert for the men in order to benefit from a market less encumbered, of a stronger growth, evolution of mentalities and to bring about a place in this market before being lagging behind.Indeed, some firms benefit from favors before even catapulting themselves in the masculine care, because magic spell being already present for the women, they enjoy a nigh reputation, therefore of a true credibleness, an i mage of specialist and financial means the consequent ones. The arrival in force of the interest for the male world does not reach only the beauty care. The readers express a real passion for the male press, which arranges the market because, thanks to this mean of communication, it makes them inhabitn. Whether it be Maximal, Mens Health, new-sprung(prenominal) look, or even Mr.Magazine, they approach each subject having attracted with the beauty. Mens cosmetics amount to 50% (one in every two men), whereas nowadays, it is just 21% and in 1994, it was just 4% of men who stated they used regularly face care products 1. 2. THE MARKET IN FACTS 1. 2. 1. The global cosmetics market The market of men cosmetic is absolutely not the rival of the women market because it represents only the fortieth 24 of the feminine cosmetology. But, in fire of its modest size, this market is bound to a continuous and fast growth, which is a sizeable advantage.According to the french word of honorpaper le Monde, the trends are not so optimistic for the manufacturers of cosmetics. In fact, in Europe, the market of cosmetics in general is about 59,47 billion euros correspond to the European Association of the companies of hygienebeauty- perfumery (Colipa) and it presents a growth of the gross sales modestly positive (+ 2% in 2004, against + 3,5% in 2003). Those sales even start to regress in Germany and France, the two biggest European markets. If the women still buy as many hair or skin care products, the purchases of perfumes, and more generally of make-up (nail varnishes, for example) decrease.The main reason seems to be probably the price. 1. 2. 2. The European market of mens cosmetics 2013 It has been a somewhat mixed year for the mens lines market across the Big 5 wih some ups and downs. Male grooming continues to be a market that on the whole, is growing. But that is not to say the category hasnt been affected by the credit crunch a crisis Europe is only now making proper strides out of France As all the group members are french, and because this market is quite vocalism about what is happening done all Western Europe, it is interesting to present the facts and figures for the French market.The French sedulousness of cosmetics is an industry which draws the growth In 2006, French cosmetic industry byword its sales progressing for the fortieth back-to-back year. The sales turnover is divided harmoniously between exports (57%) and the sales in France (43%). For 2006, cosmetic industry grew of 3,5% which is fractional more quickly than the national economy. The French market for mens cosmetics follows the world tendency. The total sales turnover (produced care, of beauty and perfumes for men) progressed of almost 140% between 1998 and 2003, to 42,16 million euros, fit in to statistics of the federation of industries of perfumery (FIP).For the only products of care and beauty, the progression is 294%, with 21,37 million. Products for men, accoun t for 10,3% of the total French market of the cosmetic, but 25% of the sales of perfumes. 2013 In France figures from SymphonyIRI France revealed that male grooming fell by 0. 2% over the past year in value terms, with raft figures slumping by a worrying 1. 8%. The male grooming market in France is now charge 934. 6m, while volume sales came in at 195. 05m units. Natural products have always been popular with French men and the past year was no exception.GermanyIn Germany things were a bit brighter for the male grooming market, which saw growth of 4. 2% over the past year in value terms to total 538. 61m, according to SymphonyIRI Germany. mass figures were also positive up 3. 2% to 265. 36m units. All areas saw a growth in value sales mens shower products put on 1. 6% to make 122. 84m, while mens deodorant products rose 4. 5% to 140. 62m and mens nervus facialis skin care products increased a massive 13. 5% to 1. 89m. ItalyMale grooming in Italy experienced a queer turn of eve nts over the past year as value sales slid by 3%, according to industry body Unipro.All sectors saw a decline in sales with a 1. 7% drop in male soaps, shaving foams and gels a 3. 7% decline in aftershave products and a 4. 4% decline in treatment creams. Although the figures for the past year do not seem to suggest it, Italian men are famously into their beauty products and LOreal Italy predominantly monopolised launches in this category. SpainMore bad news was in store for Spain, where male grooming fell by a worrying 5. 69% in value terms to 312m and 4% in volume terms to 45. 2m units, according to SymphonyIRI Spain.In terms of what each individual sub-sector was worth, razors accounted for the lions share of this, at 203. 1m shaving foams, creams and gels made 43. 5m pre-shave treatments and aftershaves were worth 30. 1m while facial treatments accounted for 35. 3m worth of sales. The recent gloomy environment, however, does not seem to have deterred brands from new product devel opment as quite a few new launches for men hit Spanish shelves over the last year. UK as luck would have it it has not been all doom and gloom in the UK over the past year the market here put on 2. % in the past year to make ? 782. 74m in value terms, according to Kantar Worldpanel. Volume also inched up by 0. 8% to 345. 15m units. All sub-sectors saw good growth including fragrances up 11. 9% and hairdressing products up 9. 8%. A slew of new launches hit shelves including those from supermarket giant Tesco, salon range Bed Head and a number of British niche brands. 2. 2. 2. THE MARKET ACTORS Men cosmetics market is still in a structuring phase. Nevertheless, 3 kinds of actors are appearing Cosmetics industry leaders These actors are the most tidy in the market.They all have important financial and organisational ways to impose their products in the male market. They quest after a roll-over strategy close to the one used since a long time in the young-bearing(prenominal) market . Among the leaders Beiersdorf with Nivea for Men, Clarins with Clarins Men, Estee Lauder with Aramis and Clinique, LOreal with Biotherm, Vichy, LOreal Paris and Lancome, and Shisheido with Shisheido, Jean-Paul Gaultier and Decleor. To keep their ranks, the leaders are now compelled to spread their product ranges to stay in the competition. Care universe actors Some brands benefit of a strong credibility thanks to the care market. This market has several advantages in the distribution network pharmacies, institutes, spas thanks to their support. Actually, these actors take advantage of the know-how and the credibility which characterize care and pharmaceutical world, and could get a determinant rank in the market. Brands and laboratories to know are for instance Pierre Fabre with Klorane, Sanofi-Aventis with Lipofactor, Phytomer and Decleor. Independent cosmetics makersThey strongly stimulate the market by adapting their offer to men, but their diffusion stay confidential. To bec ome strong, this group needs distributors to give visibility to beauty for men through specific spaces or special concepts. Independent makers have to use particular ways and specific concepts to go into the market because they do not have the power of the market current players. Examples of independent makers are The dead body Shop or Nickel. 2. 2. 3. Competition analysis New entrants threat Cosmetics sector is a very war-ridden one where in which are many brakes.Indeed, companies have to think about rules, high investments level, and scale economies. inception should be a primacy objective. However, research amp development and communication costs are very high, and all companies can not invest heavily. This is of course not the case of firms such as LOreal, Nivea and Clarins, which already have a past fame very important. Thanks to this successful past, it would be hard for new entrants to welcome some place in the market. Substitutes threat Substitutes are not a real threa t in cosmetics market.Yet, men use more and more aesthetic surgery. Actually, a patient on ten is a man. Today, men better assume their beautys envy. Most of men do not like going to buy beauty products. That is why they borrow them to their partners, who have, moreover, an adviser role. Finally, the distributors brands can be a threat. The market shares of these brands is growing more and more. Nevertheless, male products in supermarkets are often just shaving products and deodorants. Suppliers power Suppliers power seems to be light as well.Without big brands, suppliers and conditionment factories could not live. It is still important to keep good contacts with suppliers, curiously those which have rare raw materials. Customers power A company has always to maintain its sustainable advantage by creating original products, adapted to the market targets. It is difficult to attract mans attention since he is maybe not used to buy cosmetic products. So it is necessary to know and t o analyse his needs and wants, and to succeed to satisfy him a satisfied man is a loyal consumer for a long time.