Male grooming: market grows at rapid pace but brands need to adapt

The men’s cosmetics market continues to grow at rapid pace but a brand’s success depends on its ability to adapt to this new customers, which are still reluctant to enter in outlets perceived as a women’s only zone and whose practices are evolving rapidly, as evidenced by the success of electrical appliances.

All surveys point to the same phenomenon: the global market for men’s cosmetics is booming. According to a recent study by Kline & Company, the male skin care market has nothing of a niche market anymore. In this context, even the term “metrosexual” - a portmanteau word that, throughout the first decade of the century, symbolised men’s new behaviour of towards beauty - has turned obsolete. “It used to imply a certain niche group, whereas in 2012, all types of men, in urban and suburban areas, are using male grooming products,” explains Nancy Mills, Consumer Practice Industry Manager at Kline & Company.

Double-digit growth

As far as sales are concerned, it is a real emerging market, with several segments recording double-digit growth rates. Recent figures on men’s grooming tools and products [1] released by The NPD Group, reveal men continue to discover the benefits of keeping up appearances. “Men’s grooming tools are among the largest dollar growth drivers in the overall personal care industry and product categories like men’s facial skincare continue to grow at a fast pace,” says the research firm in a release.

According to Kline & Company, sales of men’s cosmetics and toiletries in the U.S. could hit US$ 3.2 billion by 2016, up from an estimated US$2.6 billion this year and US$ 2.2 billion in 2006. As far as the European market is concerned, sales of skincare products have boomed from 289 million euros in 2005 to 420 million euros in 2010 in the continent’s five biggest markets - France, Germany, Italy, Spain and UK - according to Mintel.

The surge in sales is also affecting new markets. In China, the male grooming market should increase by more than 20% a year during 2012 to 2014, according to RNCOS.

The boom of grooming tools

The rise of the men’s cosmetics market comes together with a strong growth in sales of electrical appliances especially dedicated to men.

For instance, in the 12 months ending June 2012, U.S. sales of men’s electric shavers and men’s trimmers gained 9 percent and 12 percent, respectively in dollar sales. According to The NPD Group, sales of facial trimmers grew 13 percent in dollar sales. Pen trimmers and nose/ear trimmers together accounted for 13 percent of men’s trimmer dollars and increased 22 percent and 19 percent in units, respectively. Body groomers gained nearly 16 percent in unit sales in the 12 months ending June. Body groomers skew toward the under-35 age group and are even more popular among men under age 25.

There are several sociological changes concerning both mature and emerging markets that may explain this dramatic shift that has no reason to slow down: an increased number of men employed in the sector of services, increased competition in the workplace, ageing baby boomers eager to stay stylish, and the young generation influenced by changing standards of male beauty.

Point of sales attractiveness

However, the men’s market is not as easy to capture as it seems. As impressive as they are impressive, growth rates do not always match the initial expectations of many manufacturers. Especially as competition has increased greatly in this market.

In the U.S., over nine in ten men use some sort of grooming products today, claims The NPD Group. [3] Nevertheless, apart from the usual toiletries and from perfumes, the progress is notable only regarding a limited range of face care products.

At Sothys, the French brand specialised in skin and body products sold at beauty parlours, three separate categories of targets have been considered for renewing the men’s range: “beginners”, using the bare minimum of cosmetics; “amateurs”, they use men’s products but do not hesitate to borrow those of their wife, “confirmed users,” who appreciate the most innovative products and want a perfect result.

Because of its positioning, Sothys is perfectly aware of how difficult it is to tap into this market. “Although men are becoming increasingly familiar with beauty products, it is not easy for them to push the door of a beauty institute.” The brand, which now generates 8 to 10% of its turnover in the men’s segment thus observes that if sales are taking off in spas, they remain marginal in beauty institutes; the latter representing 90% of theSothys’ points of sale worldwide.

Despite the huge potential of the men’s market, both brands and retailers still need to find the most effective way to communicate with these new male consumers. “They have still not developed specific communication strategies for men, and the sales universes are still very much women-oriented, especially in selective distribution,” recently explained Anne Césard, project manager at French market research firm Xerfi.

As far as Sothys is concerned, the answer was to develop a range of products being both simple and practical, in order to convince men, but also to enrol Vincent Clerc, an international rugby player, world cup vice-champion with the French team in 2011, as the brand’s spokesmodel.

The way brands speak to men is even more important as the beauty industry was historically built to address women’s needs. “Men have become increasingly conscious of the perks associated with looking good,” says Karen Grant, The NPD Group. “They have a heightened awareness that looking good may provide them an advantage in the workplace as well as in their personal lives. However, men have different skin than women and the men’s grooming brands need to continue educating them as well as make them feel comfortable in the shopping environment to gain sales in this category,” she adds.

What are super foods or super diets?

We examine the evidence behind the health claims of 10 of the most popular so-called superfoods.

So-called, because in fact there is no official definition of a superfood and the EU has banned the use of the word on packaging.

But that hasn't stopped many food brands from funding academics to research the health benefits of their product.

The superfood trend exploits the fact that healthy lifestyle choices, including diet, can reduce our risk of chronic diseases like heart disease, stroke and cancer. 

'Superfood' or 'super diet'?

Dietitians avoid the term "superfood" and prefer to talk of "super diets", where the emphasis is on a healthy balanced diet, as illustrated by the Eatwell plate

The food industry wants to persuade us that eating some foods can slow down the ageing process, lift depression, boost our physical ability and even our intelligence.

Many of us want to believe that eating a single fruit or vegetable containing a certain antioxidant will zap a diseased cell.

The problem is that most research on superfoods tests chemicals and extracts in concentrations not found in the food in its natural state.

Garlic, for example, contains a nutrient believed to help reduce cholesterol and blood pressure. But you'd have to eat up to 28 cloves a day to match the doses used in the lab – something no researcher has yet been brave enough to try.

Foods that have been elevated to superfood status in recent years include those rich in antioxidants (such as beta-carotene, vitamins A, C, E, flavanoids and selenium) and omega-3 fatty acids.

Antioxidants are chemicals thought to protect against the harmful effects of free radicals, which are chemicals naturally produced in every living cell and known to cause cell damage.

However, evidence about the health benefits of antioxidants is far from conclusive and there is evidence that antioxidant supplements may be harmful (PDF, 2.71Mb).

While the miracle food remains a fantasy, it's pretty well established that obesity and alcohol are the two most common causes of major long-term illness and an increased risk of premature death.

Importance of a balanced diet

Diet plays an important role in our health, but there is concern that too much focus on individual foods may encourage unhealthy eating.

"No food, including those labelled 'superfoods', can compensate for unhealthy eating," explains Alison Hornby, a dietitian and spokesperson for the British Dietetic Association (BDA).

"If people mistakenly believe they can 'undo' the damage caused by unhealthy foods by eating a superfood, they may continue making routine choices that are unhealthy and increase their risk of long-term illness."

'No food, including those labelled 'superfoods', can compensate for unhealthy eating' 

Alison Hornby

Dietitians avoid the term superfood and prefer to talk of "super diets", where the emphasis is on a healthy balanced diet, rich in fruit and vegetables and wholegrain foods.

When it comes to a healthy balanced diet, there is very good evidence that the Mediterranean diet can reduce the risk of some chronic diseases and increase life expectancy. 

This diet includes plenty of fruit and vegetables, olive oil and legumes, and less meat and dairy foods than the typical Western diet.

Hornby says: "When it comes to keeping healthy, it's best not to concentrate on any one food in the hope it will work miracles.

"All unprocessed food from the major food groups could be considered 'super'. All these foods are useful as part of a balanced diet.

"You should eat a variety of foods, as described by the Eatwell plate, to ensure you get enough of the nutrients your body needs. Focusing on getting your five portions of fruit and vegetables a day is a perfect way to start."

We've teamed up with the BDA to look at the best available research to see if the health claims of 10 popular "superfoods" add up. Click on the foods listed below to see the evidence:

• blueberries
• goji berries
• chocolate
• oily fish
• wheatgrass
• pomegranate juice
• green tea
• broccoli
• garlic
• beetroot

Byron's Health Check for all Members

NEWS

Men bury their heads over prostate health

• ABI JACKSON
• AAP
• JULY 24, 2014 10:37PM

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Health authorities are encouraging men to seek medical help if they show signs of prostate problems.

MEN are notorious for burying their heads in the sand about their health and it seems this is especially true when it comes to things going on 'down there' potentially relating to the prostate, the gland which sits underneath men's bladders, surrounds the urethra and produces semen.

A RECENT survey by herbal brand A.Vogel revealed one in five UK men would turn a blind eye to prostate problems.

In fact, 20 per cent admitted that if they experienced symptoms like needing to urinate more frequently or urgently, feeling that they're unable to fully empty their bladder, or having difficulty urinating, they would "just ignore it and hope it got better by itself".

"It can be tough for men talking about their health in general, let alone when it relates to something so sensitive," says GP Dr Roger Henderson.

"In my experience, there are three main reasons men delay coming forward: embarrassment, fear that it may be cancer, or the belief that it's just a natural part of ageing and there's nothing they can do."

Hashim Ahmed, a consultant urologist at the Bupa Cromwell Hospital, understands the complexity of cancer worries.

As well as the fear of being diagnosed, the tests involved can be daunting, as can the prospect of treatment and potential side-effects, with impotence and incontinence often big concerns.

"Men are concerned about what might happen if they did go and get a check of their prostate; things like worrying about a back passage examination and the subsequent tests that can sometimes involve biopsies.

"And then there's been a lot of press about the fact that prostate cancer treatment itself is quite controversial," he said, referring to how many experts believe that aggressive treatment for early prostate cancer actually offers very little benefit, so may lead to unnecessary distress and side-effects, and the fact that traditional testing methods have been highlighted as being potentially unreliable.

"All of these things have contributed to quite a lot of confusion in the public eye," he said.

This fear and confusion means two things: firstly, men who do have cancer may be delaying their diagnosis, and secondly, that men whose symptoms are due to benign conditions may be missing out on treatments.

Though prostate cancer is the most common cancer in UK males, it is still relatively rare, affecting around one in eight men, with most diagnosed between the ages of 70-74 and early diagnosis crucial.

Testing methods have come a long way in the last five years, which means more accurate diagnoses can be made and not all men will require the most aggressive forms of treatment. Side-effects are not always inevitable, either.

The vast majority who experience symptoms, however, will not have cancer.

These symptoms are extremely common as men get older, and are most often caused by an enlarged prostate, known medically as benign prostatic hyperplasia (BPH), which affects 50 per cent of men aged over 50.

Despite that, the A.Vogel survey also revealed that nearly 70 per cent had never heard of the condition.

Henderson, who has helped launch A.Vogel's 'Enlarged Prostate Health Hub,' said it's linked with an increase in the size of the prostate gland, due to an increase in cells.

"BPH is associated with a number of common symptoms, including a need to pass water more frequently and urgently, often at night, with occasional leaking or dribbling, hesitancy in passing water, or a weak stream of straining, and a feeling that the bladder is never fully empty."

Age is the major risk factor, he points out, though a family history can also play a role, and having high blood pressure or diabetes may also be linked with an increased risk.

Also, men with a history of BPH are not at higher risk of developing cancer.

"This is a common misconception," Henderson said.

"Although there can be similarities in the nature of the symptoms, having BPH does not increase your risk of prostate cancer in any way."

"BPH can have a significant effect on quality of life," Henderson notes, "affecting sleep, work, relationships and sex. If left untreated, it can result in complications, such as bladder infections, acute or chronic urine retention, which can affect kidneys, and hernia from straining."

The good news is though, that BPH is most often easily treatable.

Some men with mild symptoms may choose to take a "wait and watch" approach, or make some lifestyle changes, such as cutting down on caffeine and alcohol, especially late at night, as these can make you need the toilet more, and stopping smoking, as nicotine can irritate the bladder.

Natural remedies are sometimes cited as offering potential relief too.

Ahmed notes that an antioxidant-rich diet, particularly containing things like pomegranate juice, cooked tomatoes, broccoli and green tea, could help promote good prostate health.

When symptoms are more severe and are impacting a man's quality of life, tablets can be prescribed which, usually, are very effective, while sometimes, though rarely, further treatments, such as laser treatment, may be needed.

Though benign growths or enlargement are the most common cause of prostate symptoms, sometimes other conditions come into play.

"The other thing that can occur, particularly in younger men who have these symptoms whose prostates are quite small, is that the prostate can become quite tight, so the muscle cells, for some reason, tighten up all the time," Ahmed said.

"Again, that can be treated with tablets to relax the prostate and neck of the bladder, to enable urine to pass better.

"Also, you could have an infection, and that would be detected with a simple urine test and easily treated with antibiotics. And very rarely, men can have a narrowing in the wall of the urine passage from scar tissue, but that's unusual."

Byron's Afterburn work out

Combining these three training methods

1.    High intensity training

2.    Full body strength training

3.    Metabolic circuit training

This can benefit all different body types. What makes Byron’s  program so much better than anything you have ever seen or tried before.

1.    90 day program does not use isolated exercises which are time wasting and ineffective at burning fat

2.    Full body functional exercises target every inch of your body

3.    Most other programs don’t take this into account

4.    No fancy gym machines required

5.    What can your body can do for you not what can a machine can do for you.

6.    Machines and gadgets restrict body movement causes muscle imbalances

7.    All you need is a pull up bar and a dumb bell.

8.    Does not have you doing long bouts of cardio

9.    No crunches and sit ups

10. Unconventional core exercises work all 6 of your stomach muscles

11. Do not repeat the same exercises over and over again

12. The body is smart and can adapt to an exercise regime where the body hits a plateau.

13. Do not work out endlessly for an hour every day

14. All our programs are 25 mins or less.

15. Designed to crank up your Testosterone and HGH production slow the aging process and gain energy.

16. Do not repeat the same exercises as your body will adapt to the workout program.

If you are really out of shape , you can even start by performing the Dynamic Warm-Ups prior to beginning Level 1 of the 90-day program.  Do these Dynamic Warm-Ups on Monday, Wednesday and Friday for the first week.  This is a great way to get your body moving functionally and used to working out again.  The next week, try doing Interval Cardio Workout AA on Tuesday and Thursday.  Ignore the “Effort Level” for this workout and instead start out with a lower intensity activity (e.g. an easy jog or fast walking). 

Byron's Wellbeing Health Club & Spa due to open January 2018

Byron's Members Floatation Room

“The ultra-deep relaxation of floating “resets” the body’s hormonal and metabolic balance, strengthening resistance to and accelerating recovery from the effects of stress, illness, injury or strenuous exercise and reduces and alieviates Stress, Anxiety and Tension.”

Book a Byron’s REST program  which   comprises 52 one hour floats once a week  over a period of 12 months. This will rejuvenate your mind , body and soul. 

A 1 hour float is the equivalent of  4-8 hours sleep depending on your metabolism it resets your circadian rhythm so your biological clock gets reset.

Members trial session for £45.00+ vat 

Byron Closes its first fund raising in order to refurbish the Club

We apologise for any inconvenience. Byron Private Members club is currently closed and undergoing a comprehensive refurbishment. The club will formally open in January 2018.