G for Grooming

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G for Grooming

The time for using water, soap and nothing else has passed… For him, too. Interest in male personal care is on the up and as a consequence the cosmetic range for this sector increases its offer with 100% unisex products.

Thirty years ago, the only options for male personal care were soap and aftershave lotion. At that time, the cosmetics brands limited their proposals to the feminine range. Today, the situation has changed radically because men are not only the recipients of specific lines, but they have almost reached the same sales volume as products aimed at the female market. The data: just in the last three years, the launch of specific products for male personal care has increased by 70 per cent.

In the cosmetic universe, men mostly move between two concepts: grooming and mampering, extending to the use of solar protection, the practice of physical exercise and a growing interest in fashion.

IN THEIR “COSMETICS HUNT”, MEN SEEK PRODUCTS THAT ARE QUICK TO APPLY AND WITH LIGHT FLUID TEXTURES THAT DO NOT LEAVE OIL ON THE SKIN, WITH FRESH AND DISCREET FRAGRANCES.

The shopping method is also different: 8 out of 10 men choose what they want themselves. Also, they don’t like asking therefore the internet is their best friend for research and finding treatments. In fact, the cosmetics 2.0 have a special popularity quota, particularly on apps focused on shaving and grooming of the beard.

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