Colleauges love to tease you when you go to office with tinted hair. So do old college friends when you don the new Shahrukh mane for the alumni get-together. Neighbours even track you down visiting spas. At home, your wife is surprised when you complain of brittle nails. Shoppers complain when you let go of your son?s hand while you browse through dozens of grooming products in the crowded pharmacy store. Are you going to be branded a ?metrosexual?, a ?hunk? or a ?hero? just because you care of yourself?
It could bother a few, but not Mukesh Thapa, who can?t stop himself being enticed by grooming products, made for him. His recent damage has been Rs 600 for a shampoo bottle, which promises to protect his hair colour being washed away. ?Though I know that no colour will stay beyond 30 days, the bottle was new and a safe product to try. If not protect the colour, it will at least condition my hair. So it?s not such a loss,? he reasons.
Kartik Sitaraman, a writer with a film-producing company in Mumbai is his anti-thesis. Considered a ?refined person? by his pals, he precludes any grooming questions one has. ?First, I haven?t been to a salon for any hair colour or facial till date. Second, my only grooming expenses are on deodorants, shampoos and hair gel. Third, I am particular about my hair cut and only listen to my hair specialist,? says the professional.
It?s accepted indeed that men like Thapa are the next big bet for the grooming industry globally. The brands and service providers catering to the segment, however, worry about people like Sitaraman who form the majority and remain aloof. Out with a recent survey on male grooming, research firm The Nielsen Company advises brands to take note of the latter. ?Though Indian men have started experimenting with more specific products relating to skin, wrinkle and eye care, thus far, only 11% of them indulge in facial treatments. Studies also show that less than 5% of men engage in treatments like threading, pedicures and manicures. These numbers too come from metros. To give the segment a firm foothold, one needs to catch the fancy of the rest 89%,? says Vatsala Pant, associate director, client solutions, The Nielsen Company.
American grooming expert Kimberly Pecoraro has been chasing this 89% (though a lower percentage in the US) for years. Selling men her grooming brand Amenity, she has grown used to people like Sitaraman thinking shaving is more than enough for grooming. But she has a few solutions to offer. ?The best way to increase men?s participation in grooming is to know them well. Like, one cannot expect them to use 10 lotions in a day. Then, men want products that are oil, fragrance and alcohol free. They love products that explain the reasons behind using certain raw materials. The other thing is to educate men on what is now available to them and the benefits associated with incorporating these into their daily regimen,? she says.
So, as experts point out, in case of men, an anti-fatigue moisturising lotion, a hairfall treatment or a wrinkle-control product ? truly functional ? may click more than a cosmetic-sounding fairness cream. Due to this, new entries like lip balms, creams, moisturisers and cleansers are gaining popularity with the Indian male. ?The future of men?s grooming are products that are geared to fulfil their needs, keep within their routine, are multi-action with unique ingredients, and come in smart, easy-to-use packaging,? says Pecoraro.
Saurabh Nanda, executive director-International affairs, Nature Essence, agrees. Dividing the products into two categories of basic (like shaving cream or gel, face wash, fairness cream, hair gel, etc) and evolved (like exfoliating scrubs, massage creams, rejuvenating face packs, glow masks, anti-ageing creams, serums, etc), Nanda is adopting different ways to sell them to men. ?To begin with, we would be bringing in a unisex platform where men feel comfortable to shop and try out treatments. Then would follow a dedicated range for them, keeping in mind their skin and hair types. We plan to launch six facials in the coming six months giving a new facial to men every month,? he says.
For those who are still not interested in evolved products, Nature Essence is upgrading the basic shaving cream with ingredients like lanolin, aloe vera, peppermint, et al, giving consumers a better experience in their routine early-morning grooming exercise. Amenity too is clubbing multiple functions in daily products to cater to men?s functionality desire. ?For instance, our gel face cleanser not only cleans but also exfoliates and leaves behind beneficial, beard-softening ingredients to help you shave. The after-shave and face moisturiser serves two functions in one. Besides, every product of Amenity works to provide the anti-ageing benefits that all men want but don?t want to do anything to get,? she says.?
Ashok Namboodiri, country manager, Schwarzkopf Professional, however, is focused on haircare. Expecting a good turnover for his brand too, thanks to consumers like Thapa, he waits for Sitaraman to visit his store ? if not for hair colour, then may be a hairfall treatment some day. ?Our treatments range from repair of damaged hair to hairfall and dandruff. Then come the spa and colouring treatments. So, there is no way men can remain aloof,? says the optimist.
The brands are also working on innovation in products and their packaging. Today, men have the luxury to try multi-use products like an anti-acne pen and a knuckle and elbow balm, etc, packed in handy on-the-go airless containers or a fine leather travel bag! In its latest attempt to deliver to men, Amenity is selling its grooming range at a store men feel comfortable in. The space at its store in Boston has been decorated with espresso-coloured fixtures and charcoal-gray accents.
Back home, skin treatment centres like Kaya Skin Clinic are also tightening their grip on male consumers. The chain is organising workshops at corporate offices to make professionals log onto grooming more. The Shahnaz Husain brand, made an entry into the segment in 1993 by launching the Man Power range, is aiming to extend its premium ayurvedic expertise to the men?s grooming range. Another first entrant, Biotique is paying heed to growing demands through its new range that includes after-shave balm and cream. Upgradation in the tough space is the key to success, feels Vinita Jain, CMD, Biotique. ?Our latest range too is based on our R&D. These products come with detailed information of the ingredients used and their benefits. Our research of what male skin requires and transparent delivery mechanism help us cater to men better. Our focus on product development is even bringing back those who left us due to smart marketing attempts of other brands.?
And then one has a handful of international brands to add on to the temptations. L?oreal is bringing skincare brand Biotherm to India next month. ?Available in more than 70 countries globally, we expect the range to benefit the Indian male consumers with dermobiotic (an ingredient which prevents cell ageing) effectiveness that the brand is known for,? says Binita Cooper, director, L?oreal Luxury Products Division. A new entry in the Indian market, Jean Claude Biguine, a 150-million-euros hair and beauty chain from France too, is jotting down what men want. Cashing in on the country?s switch from the unorganised to the organised retail mood, the chain aims to benefit from the existing gaps in the male grooming service segment. ?The brand aims to give customers global, contemporary, chic, customised services at its Men Sports Salon,? informs Dharmendra Manwani, CEO, Jean Claude Biguine India.
A cosmetologist, aesthitician and naturopath, Niveditaa Mahandru has some tips for men who prefer to evade the said temptations. Her advice is not to make men spend on grooming, but to find sense and care in the services. ?At puberty, boys develop pimples and acne, which later lead to open pores or black spots. And, thanks to today?s stressed out lifestyle, problems of hair fall, dandruff and pre-mature greying are prevalent among men. Besides, they also have the usual problems of excessive sweating, body odour, extreme skin dryness, etc. Today, men should be happy to have solutions to all these problems,? she says.
So, with your shaving kit being power packed with the secrets of ayurveda and a few of these solutions, there is no way you can miss out on healthy grooming tomorrow morning.