Professional Beauty Male Grooming Market USA

Male grooming is more resilient to cutback in consumer spending as men seek the competitive edge in the work-place

The men's beauty market is not homogeneous and segmentation is the key to success

"Male gendered" beauty products and services outperform in the male grooming market

The male grooming market has been increasing at double digit growth rates over the last decade in the US. The economic downturn has tempered optimism but the men's beauty market remains one of the best performing segments in the personal care sector, according to a new report by Diagonal Reports.

Business in men's salons and barbershops is more resilient than expected and market experts report mixed experiences in the sector. Sales forecasts were revised downwards for the recession. However, while some note that business has slowed, other men's salons are on track to meet original targets. Some male clients are tending to stretch out appointments, which spells a 10% revenue loss for the year. However, other US male grooming market experts report better than expected business. They attribute this resilience to the “competitive edge” which salon grooming confers. As one explained, “Men are more than ever concerned about looking younger and more relaxed so our color business is stronger than ever”

The men's beauty care market lags the women's by some time. Men are now catching up with women with demand for men’s <>hair colouring having now taken off, decades after the women’s coloring boom. A fundamental change in male behaviour towards their appearance is responsible for this growth. Very large numbers of men are much more interested in their appearance than previously and interested in a different way than was the case. As one male grooming expert pointed out, “Many men have a new attitude to appearance, it is no longer just functional, they want their appearance to be in fashion.”

Segmentation is crucial to success. Men cannot be treated as adjuncts to women consumers. They have different needs and priorities. Issues that are important to all men include convenience, a “male friendly” environment and services targeting men. The overwhelming majority of men are committed to being “masculine.” Most men are determinedly not “metrosexual,” that is, overtly concerned with personal appearance and enthusiastic consumers of all beauty treatments and fashionable clothing.

In this new report on the US male grooming market, Diagonal Reports profiles gender specific behavior in salons and spas to understand how the most successful businesses adapt to male patterns of consumption and expectations. Different behaviors are shaped by men's particular grooming needs. Male consumers visit salons more often, use different services and spend less time on the premises. Men have different expectations of grooming products. They value functionality. Salons have increased sales of services and retail products when they satisfy this male desire for “facts.” Services and products which communicate their benefits to men perform better in this market as do companies which translate the traditional or feminine terminology used in salons into a more male friendly version.

This report, Men's Professional Beauty US is designed to allow companies to understand and benefit from the booming men's professional beautycare market. It researches examines duration and frequency of visit and spend per visit, usage of male grooming services provided in salons and barbershops. It identifies leading men's care beauty brands used. It explains how businesses increase their sales by male gendering services and products for male clients.



Table of Contents Male Grooming Market US
US Beauty Market Reports
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