While companies such as L'Oreal and Beiersdorf have channeled substantial investment into their Men Expert and Nivea Men skin care lines, respectively, and are seeing growth, men still believe these companies are associated with women. "The traditional men's products are doing incredibly well," Elani said. "Old Spice, Axe, Dove Men+Care. These brands are known for that."
Elani said that in order to continue growing men's grooming at an accelerated pace, brands need to keep integrating new functional benefits and attributes into male-specific products—for example, men have thicker and more oily skin and so creams can be prepared specifically for men rather than just repackaging existing women's skin creams.
"They are not just simply female prestige products we've put into a dark-colored package," McCarthy said. "Creating both brands and products that are designed with guys in mind is the core part of our success."
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Time is also of the essence, and the personal care companies need to offer time-saving benefits, as most men want their grooming routine to run no more than 30 minutes—for example, combining several products into one, such as a combined shampoo, conditioner and body wash. Some body washes now offer built-in deodorant protection as well.
For the time being, Unilever and Procter & Gamble remain the market leaders for men's grooming, accounting for 62 percent of men's personal care product sales, according to the Mintel report. P&G maintains its control in men's grooming through well-known brands such as Gillette, Old Spice and Clairol for Men. Unilever's Axe is currently the largest men's grooming and fragrance brand in the world, excluding shave, and its Dove Men+Care is the fastest-growing brand in men's personal care.