The $2 billion Indian male grooming market has caught the fancy of FMCG companies. They are trying to outdo each other in launching new products.Emami, for instance, is planning to launch an entire range of men's personal care after launching Emami Fair and Handsome, which is growing at almost 45 per cent. "Emami Fair and Handsome will be a Rs 100 crore brand by end of this fiscal. The total market size of the male fairness category would be Rs 120 crore (Jan – Dec 2009). Emami Fair and Handsome is a market leader with almost 70 per cent market share in India in its category and doing extremely well in Gulf countries and the Middle East as well. Emami Fair and Handsome is a brand that created the men's fairness cream segment in India, since its launch in 2005-06 and now we are planning to launch an entire men's range including shaving cream this year," says Mohan Goenka, Director, Emami Group of Companies.
Fair and Handsome contributes almost 15 per cent to the total turnover of Emami, which was mainly created by the cream's positioning and promotion. "Fair and Handsome is positioned as a fairness cream specially made for men's tough skin. The brand ambassador of the cream Shah Rukh Khan is a leading celebrity and his endorsing the brand has helped. We feel that the overwhelming success of the brand has been a combination of a strong strategy, positioning, good execution and SRK, giving that edge," adds Goenka.
If creating the brand was not enough, companies are looking at several other ways to attract men towards their products. Consider this. Beiersdorf, Nivea brand owner, has launched a website, aimed at providing an online resource for male personal care needs. The website features blog posts, grooming tips, and articles on popular topics to promote the Nivea for Men range. Similarly, in order to to promote its EverYuth Menz brand, Zydus Cadila has launched a website, where men can get tips, FAQs, take fun tests and consult experts.
EverYuth has recently forayed into the market of male skincare with the launch EverYuth Menz, under which the company launched the first scrub for men in India. Besides scrub, the men's skin care segment of EverYuth comprises face washes, sun block and mosturiser.
Godrej Sara Lee, too, launched Brylcreem Hybridz, last year. "We operate in men's hair grooming and styling segment which is estimated at Rs.1250 million. The need to look good continues to be the significant driver for men's hair care category. Thus cosmetic benefits will still be important and I expect consumers to be more willing to spend on superior products in future. Our priority is to offer cutting edge hair styling products to consumers of Brylcreem. For this we have launched Brylcreem Hybridz and would consider extensions as we go ahead. We are evaluating some products and would take a decision on launch in the next financial year," says Tarun Arora, VP marketing head, Godrej Sara Lee.
Global giant Unilever, which launched its Dove Dove Men+Care collection internationally has marketed the product with 'Manthem', a television commercial which debuted during the first half of the 2010 Super Bowl games. The company did not respond to a mail on when it plans to launch the product in India. The new Dove Men+Care collection includes Men+Care Body and Face Wash, Men+Care Body and Face Bar, and the Active Clean Shower Tool.
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Likewise, Elder Health Care Limited last year introduced 'Fuel for Men' with VLCC and plans to launch a complete range of male grooming products soon.
With male-specific products like body wash, deodorant, hair gel, shaving cream, razors and moisturiser getting a good response, the worldwide male grooming segment is estimated to touch $28 billion by 2014 from $19.7 billion in 2009. The Indian men's grooming market, too, is projected to grow 20-25 per cent annually. A survey by Nielsen revealed that in India, three in five single men claim they try to look stylish at all times.
Men, on their part, appear to be making the most of all the options made available to them. "Apart from our products like sunscreen lotions, face wash, cleanser and after-shaves, men want to experiment with a lot of services, including permanent hair reduction and beard shaping services. Earlier, these services were for the privileged but now they can be easily availed by the masses," says Nrupal Mehta, cluster head, Kaya Skin Care, Gujarat.
Paras Pharmaceuticals, which owns the SetWet range consisting of deodrants, hair gels and talc, will use the Indian Premier League 2010 (IPL-2010) platform to promote Set Wet, and has tied up with IPL 2008 champions, Rajasthan Royals for joint promotional activity.