The art of taking care of oneself has made its way into the daily routine for many men in the United States. From hair gel to pre-shaving oil to eye wrinkle cream, many new products for the care and maintenance of a man’s appearance have been making their way from the retail shelf to the medicine cabinet of men across the globe. And, many more men are crossing the threshold of upscale barbershops and salons to sample both salon and spa services.
If you’re like most salons, women still make up the bulk of your client roster. But statisticians predict it’s your clients’ husbands, partners, fathers and sons who offer you the most growth potential in coming years.
Sales of men’s cosmetics and toiletries in the U.S. could hit $3.2 billion by 2016, which is up from an estimated $2.6 billion in 2012 and $2.2 billion in 2006. Part of this reason is sociological with younger generations driving a trend for male grooming, while part of it is economical as more competition in the workforce encourage men to seek services and products that keep them more youthful and marketable longer.
While women are more often targeted by beauty-related loyalty programs, more than half of men surveyed (54%) claim to be a member of one or more. This is even higher in the western and northeastern areas of the United States, where more than 63% and 70% of men respectively are a member of a program.
Shortcuts Software prepared the following infograph to highlight the emerging trends in the men’s grooming market: