Back-to-office means men’s grooming bonanza

Whether they want to or not, men are returning to workplaces. They are shucking their sweatpants, shaving off scruff and looking for products to enhance their grooming routines. 

A ResumeBuilder.com survey reveals that 90% of companies will require employees to work from an office (sometimes only a few days a week) in 2023. 

Even if not working outside of homes, men are returning to social activities and devoting more attention to their appearance. 

The category is showing its resiliency, even as consumers face economic pressures. 

“We feel like everything in the market has settled into a pre-COVID environment,” said Steven Yde, vice president of marketing for the Wahl Clipper Corp. “Despite the economic pressures of a faltering economy, recession is less of an impact on male grooming than the high inflation we had in the past year and a half.” Unit velocity is picking up, too, suggesting gains are not just from price hikes. 

Searches for men’s products are on the upswing, according to Tara Taylor, global senior vice president of NielsenIQ’s beauty vertical. They are more explorative than ever, even look- ing into makeup, she said. The hashtag #mensmakeup had 314.7 million searches while #mensmakeup, a tutorial on men’s makeup, netted 15.1 million views. 

Men’s makeup might be a few years away for the mass market, Taylor conceded, but there is mounting interest in hair––either taking it off or growing it longer. 

Shaving cream sales already reflect higher usage with IRI reporting gains of 6.1% for the 52-week period that ended Jan. 1, 2023. 

Beard care is also a buzzy business, according to Calvin Quallis, CEO and founder of Scotch Porter. IRI recently identified Scotch Porter as the fastest-growing male grooming brand in the U.S. Quallis attributes the brand’s 70% increase in sales over the past year to demand for clean and affordable solutions. 

“We are witnessing men’s understanding of grooming increasingly broadening from a conventional focus on shaving and hygiene to a more intentional approach to holistic wellness,” Quallis said. 

Waterless Beard Launch Gets High Marks for Sustainability 

Building upon market demand, The Beard Guyz launched a new item into its lineup, a Rinse Free Refresh Foam. The debut checks off the boxes consumers are looking for, such as a formula that is multifunctional and environmentally friendly. 

The waterless beard wash contains a proprietary technology that refreshes and cleanses the beard while removing trapped odors from throughout the day. Formulated with biotin and collagen, it volumizes beard hair for a fuller look and helps maintain hair growth. 

Wahl’s Manscaper emerged as a product that helped men stay tidy during the pandemic. Now the company is extending the franchise, carving it out as a sub-brand. Yde said retailers have been enthusiastic about two additions—the Commando and the Toolbox, which retail for $79.99 and $59.00, respectively. The price points, Yde said, demonstrate that men are willing to spend against the category. 

“We also added a hair clipper to the Manscaper line up called the ATV. This multi- purpose clipper can do it all from head to toe,” Yde said of the tool, which is priced at $59.99. Wahl recently kicked off a multi-million-dollar marketing campaign to introduce the broader Manscaper collection, incorporating influencers across all social channels. 

No More Hiding Under a Baseball Cap 

Strengthening or growing hair is top of the list for many men. “For all those times you can’t, or shouldn’t, wear a baseball cap or beanie, your hair should look its best,” said  David Horwitz, vice president of retail sales at Pura D’Or.

Horwitz explained that stress caused by school, work, family and finances 

can impact hair health. “One of the ways to slow the effect is to use a shampoo specifically designed to reduce hair thinning. The Pura D’Or brand has several natural, clinically tested, therapeutic shampoos and conditioners that can be used in place of your everyday shampoo,” he said. 

Covering gray is crucial, especially for men in the workplace and social set- ting. Combe, the market leader in products to help men manage their gray, is reaping the benefits. 

“We are seeing continued strong interest in cool new technologies like Just For Men Control GX, which is a shampoo with patented technology that gradually reduces gray while shampooing your hair,” said Stuart Hendrickson, senior market- ing director for men’s care at Combe. 

The company tapped artificial intelligence tools to drive increased engagement for the brand. “Consumers can now use our AI powered virtual try-on technology to facilitate the selection of products and to choose the right shade for themselves,” he said. 

Duke Cannon continues to build traction in the men’s category with its fresh take on marketing to men that relies on humor versus selling sex. 

“Year-to-date, we’ve experienced growth rates in all of our core categories on the market in total personal care, [hair, soap, deodorant and shave],” said Devin O’Brien, Duke Cannon’s vice president of marketing. “We are a leading brand in productivity in men’s, turning faster on shelf than much of our competition.” 

The brand’s hair care business is up 65%, O’Brien said. A hero collection is News Anchor, which promises thicker, fuller, hair. 

OKAY Men has a game plan to build upon its men’s grooming business. Despite the recent growth, retailers are still waiting for the category to hit its full potential, said Christopher Lopez, marketing director for OKAY. “What’s really capturing the imaginations of retailers and buyers—both nationally and internationally—are our unique 2-in-1 and 3-in-1 combination products that “think like a man,’” said Lopez, explaining that marketing to men is different than targeting women. 

Within its men’s grooming collection, OKAY has a series of products that combine steps to save men time and money. Lopez highlighted several out- performing the market, including OKAY’s All-Natural Face & Body Wash; Body Wash & Shampoo; 2-in-1 Shampoo + Soap Body Bar; 3-in-1 Shampoo + Conditioner + Scalp Treatment; Growth Oil for Hair & Beard; and OKAY’s Hair Growth Shampoo. 

“These products are currently performing the best in men’s grooming. They pro- vide retailers with maximum product velocity, even on limited shelf space,” he said. 

New Categories Build Baskets 

Outside of traditional men’s fare, a brand addressing men’s earwax is getting attention from Walmart, CVS, Rite Aid and HSN. Wush, an earwax remover from Black Wolf Nation, fills a gap in the market, according to cofounder Sam Lewkowict. Sales are up 300% for the $69 rechargeable cleaner. Following Wush, the company launched a Sonic Scrubber, a $49 pulsating face and body brush. 

The brand also sells a face wash and moisturizing gel. Lewkowict attributes the company’s success to addressing specific needs of men rather than adapting products for women.