The tanning industry has historically marketed, promoted and targeted product sales to young women while too often ignoring the potential for sales to men. It is true that in the past, most men’s grooming products consisted only of shaving cream and shampoo. But within the last decade, that has drastically changed. Men’s bathroom cabinets are now brimming with toiletries such as facial moisturizers and cleansers, eye serums, concealers, beard oils, bronzers, hair gels and sprays, even facial masks and more! In fact, not only have men decided that they are just as concerned about feeling as attractive and youthful as women but a lot of men are spending more cash on male-specific toiletries than shaving products. Did you know that…
- Men’s personal care market is expected to hit $166 billion by 2022. (source: Allied Market Research)
- Male-targeted skin-care product sales jumped 7% in 2019. (source: NPD Market Research Group)
On the whole, male grooming products are booming. But in order to reach male consumers we must let them know that we are here. The best and quickest way to do this is by utilizing social media. Be sure to create demographic-specific posts that target current and potential male clients. Post pics of your latest male-specific grooming products. Run a promotion during the upcoming holidays and create displays just for this audience. If you need more ideas, give your FS Account Manager a call. We would love to help you succeed. We not only have the products that women want but we also have the products that MEN want. We can educate them on the similarities and differences between products, and most importantly we can sell to them. Let’s get started!
