finally realizing the importance of great hair (and stylish lack of
hair!) in looking good, feeling great and – of course – attracting
women. That’s why, according to Datamonitor, global men’s hair care
sales continue to surge forward, reaching US$2.4billion in 2003.
Surprisingly, Japan scoops almost half of these sales (US$1.15billion),
with the US second at US$727 million – a 12.4% rise on 2002. Sales are
being driven by the increasing numbers of young men interested in
capturing the highlighted and edgier looks of media stars, and older men
paying more attention to keeping the color and thickness of their
younger days. While younger men catch up with fashion; "creating"
naturally messy hair, the older generation is busy preventing the first
grey hairs from catching up with them.
This has led
to substantial gains from a rash of new male-specific products in
hairstyling gels, mousses, waxes and pomades. US men often pay more
attention to the styling products they use in their hair, as opposed to
shampoos and conditioners. Men who previously purchased value brands of
shampoos and 2-in-1s are trading up to speciality lines believing they
will achieve best results by using styling agents, shampoo and
conditioners by the same brand. A perfect example of this is the success
Colomer’s American Crew hair
care line. The brand includes a wide selection of hair care items,
including shampoos, conditioners, styling products and hair thickening
agents, as well as shaving and skin care balms, and shower gels. Many
men first began using American Crew styling agents after receiving
recommendations from barbers and stylists on maintaining their
hairstyles. Satisfied with the results, they then began using other
products offered by the brand.
have clearly become the key target group for manufacturers in this
sector. The increasing time-span between gaining financial independence
and setting up a family is one significant factor in the burgeoning
importance of young men as a consumer group. Even before financial
independence is attained, young men now are able to exert an increasing
amount of purchasing power due to declining birth rates in many
developed markets. This, and the continued desire of ageing baby boomers
to conceal their thinning and greying hair should guarantee strong sales
gains in this sector for the foreseeable future.
The Right Style For You
Karin Eldor says, “Knowing how to style your hair is one thing and
actually getting it done the way you want is a whole other. Hairdressers
and stylists may know how to cut and style hair, but they need your
input when it comes to getting the haircut that will make you
irresistible to women, and make you feel great about yourself.” You need
to do your research, check out the latest hairstyles and find out which
is the best for you and your face shape.
great Jay Sebring, hairdresser to the stars, stated that the most
critical factor is the shape of the face and suggested there are
essentially 4 types: