Changes in the male grooming industry after Covid

KRUTI SHETH

New Delhi – While the male grooming industry in India is still in its infancy, it has huge potential for growth and all the basics to evolve into a mainstream industry.

COVID 19 caught everyone off guard and brought the world to a standstill before the industry could respond or adapt.

Individuals have found the pandemic and involuntary furloughs to be telling. We have reassessed and realigned our priorities, which is the overriding emotion. We were able to spend more time with ourselves and look at each other objectively because we had taken a break from our routine. And when we put societal norms and trends on the back burner, many of us love how we look in our natural state and want to play with it.

This has accelerated the mindset shift from beauty consciousness to personal care for a significant portion of the market.

The increased use of social media platforms such as Facebook, Instagram and YouTube exposes men to global fashion trends, contributing to an increase in demand for men’s grooming products. During the lockdown, sales of grooming products such as beard oils, hair gels, facial cleansers, deodorants, perfumes, and electronic clippers and trimmers have increased.

The Indian men’s grooming market was worth $643 million in 2018 and is expected to grow at a CAGR of over 11% to reach $1.2 billion by 2024. The rise of e-commerce is having a positive impact on the industry growth. Companies like Nykaa have launched a portal for men called NykaaMan to gain market share in the booming men’s industry. International cosmetics companies such as The Body Shop have gone from one men’s product to a dozen. Men started looking for products made specifically for them, rather than spin-offs from the women’s line. As a result, barbershop culture is gradually gaining a foothold in India.

The content of men’s grooming startups has shifted from looking appealing and appealing to the opposite sex to feeling confident and presentable in appearance.

We’ve also seen innovative marketing campaigns in recent years, such as The Man Company’s #GentlemanInYou campaign with Ayushmann Khurana, in which he debunks gender stereotypes in a heartfelt poem. On his social networks, Hrithik Roshan also presents himself as a Beardo.

To reach a wider audience, all new Indian male grooming start-ups are investing in trying to build strong brand associations through content marketing and influencer marketing. According to a recent study by Mintel Reports, 45% of GenZ men have been encouraged to use products by their male friends, while only 23% have been influenced by celebrities, 19% by promotional offers and 17% by bloggers.

So, while celebrity and influencer endorsements contribute to brand awareness, and investing in memorable content helps brand recall, social circles have begun to dominate as the power of influence. Brands focus on building communities and storytelling to convert customers into brand promoters.

We’ve noticed that since reopening, many more customers are experimenting with looks they wouldn’t have tried before COVID-19. Men who traditionally wore deep fades and crew cuts are now experimenting with longer hairstyles such as top knots and buns. As a result of the COVID-19 lockdown, more of our customers want to understand and learn about the products they use, and we are also seeing a shift from styling products to more nourishing products.

The pandemic has provided our industry with an opportunity, albeit an unwelcome one, to dig deep and focus on why we are here in the first place. At the most basic level, The Lair, like all other salons and hair salons, sells haircuts and personal care. The Lair experience is built on customer co-creation and positive network effects. (IANS)

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