For his skin only

GROOMING

The next time a well-groomed dude walks by, he may not necessarily be relying purely on his branded aftershave and perfume. Premium skincare brands are targeting men like never before. Super premium skincare solutions for men, though a niche segment, has growth potential.

Battling in this sector are two foreign brands "" Clarins and Shiseido. Clarins' product range includes a specially designed eye serum to cure dark circles, and shave ease oils that stunt the growth of facial hair. Clarins is marketing its products not just as home use treatments but also as special studio treatments at the hands of skilled skincare practitioners.

Shiseido's range for men is more extensive with seven skincare products. Prices start at Rs 1,200 for a 125 ml bottle of the cleansing foam and can go up to Rs 3,350 for a 50 ml bottle of the total revitaliser.

Its revitalising "ultimate age-defying cream" that packs in a rare plant extract Arbutin, is priced at Rs 10,000 for a 50 ml jar. Despite its forbidding price tag, just one south Mumbai store sells three jars a month.

A Euromonitor survey reveals that globally the break-up between women's and men's fragrances is 60:40, while in India it is 50:50. This is a strong indication that Indian men are very receptive to using high-end personal care products.

Distribution for the premium brands is still very limited. While Clarins is present in four cities with 12 counters, Shiseido is present in three cities with six counters.