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Men’s shaving has long been a strong growth category in men’s personal care, but has been overtaken in 2012 by men’s toiletries. The shaving sector’s slowdown can be attributed to the “three-day beard” trend, causing men to shave less often. The men’s toiletries growth is due in part to skin care, the most dynamic category in men’s grooming. The deodorant market is also helping the overall toiletries sector, with innovations such as moisturizing properties driving sales.
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