18 November 2008: 9.40–10.40

Male Grooming – More to Come?

Tony Barlow, Euroderm Ltd

Only 30 years ago grooming, in the context that we see it today, was reserved for the ladies. It was considered the norm for men to use soap and water and if they had been lucky enough, for a friendly relative to buy them some splash-on after shave (remember the Old Spice man!) they might also subject themselves to the daily ritual of soreness and stinging following a close shave.

I remember clearly my father's favourite saying, 'there's no gain without pain'. As men we were expected to endure the daily agony of our ethanol-based after shave!
Fast forward to the present day and men are spoilt with 'moisturising after shave balms', scented ones if they take your fancy! Today all of the key brand leaders of products ranging from skin moisturisers, to depilators, to foundations have, or are considering launching, a male equivalent. No pink, fancy packaging though. Formulations that are very similar to their female counterparts are packaged in orange, blue or silver. Traditional 'male' colours.
So, what's next for the male grooming industry?

In this seminar we'll begin by looking at the traditional male grooming market of yesteryear and compare this with where are today. Participants will leave with an understanding of:

• The male grooming marketplace.
• Recent trends in male grooming.
• Advertising and copy claims that are made with regards to male grooming products.
• Consumer studies required to support advertising and copy claims for male grooming products.