Beauty Brands Need To Show They Understand Male Consumers To Grow US Men's Grooming Market

Beauty and personal care brands need to position themselves as brands that understand the needs of men in order to grow the market for male grooming products in the US. This need is more urgent for brands previously known only for their female beauty and personal care products. In order to more effectively position themselves, these brands need to employ clear messaging and concise, skillfully designed packaging that is easy for men to understand. Also, growth potential is enhanced by the aging of generation X men, who witnessed the metro-sexual movement, and generation Y men, who prefer the authentic, personalized feeling offered by “craft” beauty products.