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In 2010, volume sales of fragrance ingredients used in men’s grooming reached 7,000 tonnes, but, thanks to a flourishing market, this is set to rise to 8,500 tonnes by 2013. With fragrance ingredients an essential tool used in the marketing of new men’s lines, Euromonitor International considers the direct impact of this boom on the market.
As men’s attitudes towards beauty continue to shift across the globe, men’s grooming remains strong. This global growth is moving the fragrance ingredients market in new directions. Typically, trends in men’s grooming mimic those in beauty and personal care as a whole. In fact, the ingredients and functions of men’s grooming products are almost identical to women’s versions. More differences may surface around marketing. But, because fragrances play a critical role in this area, there is more variation than within other ingredients, as brand owners use scent to help differentiate what are quite similar products. Across gender lines, the fragrance split within most beauty categories is similar to that of fine fragrances. Traditional beauty lines that cater to female consumers normally contain softer floral notes, whilst men’s grooming ranges contain stronger oriental, wood and fougère scents.
Nonetheless, many new men’s product launches are moving beyond more classic masculine notes to fresh fruity, green and, in some cases, even floral scents. Dove’s Men + Care shower gels and deodorants contain fresh scents similar to those found in the brand’s Go Fresh product lines. This highlights the blurring of the fragrance line for the different genders – a trend also present in fine fragrances –and also indicates an opportunity for unisex scents that can be applied across both men’s grooming and traditional beauty ranges. Of course, with consumers seeking more value for money via specialised, ‘for me’ beauty products, there are also opportunities in the other direction. Fragrance houses can choose to focus on building modern, gender-specific notes or even cater to other niche consumer groups, especially as the segmentation trend continues to grow for both fragrances and flavours.
It is noteworthy that within fine fragrances, both gender-specific and unisex products are on the rise. However, globally, men’s and women’s mass fine fragrances are expected to grow by 5% in value, whilst unisex fine fragrances will only grow by 2% in value between 2010 and 2015. If this is any indication for the fragrance ingredients market, more individualised scents may be the best way forward for brand owners looking to widen their consumer reach.