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: a likely candidate to step into the men’s fairness cream segment since it operates in the men’s toiletries space with shaving creams, after-shaves, deodorants etc.

Traditionally, the men’s space in India has mainly constituted shaving products, after-shaves and deodorants. “These segments are huge,” points Kunal Jamuar, vice-president, Media Direction, the media arm of ad agency RK Swamy/BBDO. According to round 1 of the IRS 2007, men, above the age of 12 years, who shave at home are 14.55 crore, while those who use deodorants are 0.93 crore. This is out of a total male population of 41.86 crore, above the age of 12 years. Now male users of fairness creams is 3.1 crore, according to round 1 of the IRS 2007, which puts the spotlight firmly on the latter.

Though a cross-spectrum of players have operated in the deodorants, shaving products and after-shaves segments such as HUL with its Axe deodorant, Godrej and Gillette among others, with the evolution of the men’s fairness cream segment in India, the possibility of males including lip balms, creams, moisturisers and cleansers in their skincare routine has grown over the years.

A couple of things are driving growth in the men’s personal grooming market. Spiffed-up men do not raise eyebrows; they are everywhere—from magazine covers to sports television. In a sense, this also represents a change in cultural attitudes—looking pretty is no longer the exclusive preserve of women.

The result: a trend that was dismissed initially as a metrosexual fad has now become acceptable. There is clearly room for more. Players are drawing up plans to target new segments with exclusive products for men.

Emami, for instance, plans to launch a range of deodorants, after-shaves, skincare and haircare products for men. Aditya Agarwal, director, Emami Group says that some six products will be launched in the first phase. Needless to say, the second phase will be more rapid-fire. While not opening its cards just yet, Ashok Venkatramani, vice-president, skincare, HUL, says that the possibility of a men’s skincare range from the company cannot be ruled out. “But the market has to pick up,” he adds.

“The men’s skincare category can be addressed via the emotional and rational routes only. For a segment that is growing and evolving that is the only possible