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'The Hair Care Market is Letting Male Consumers Down' States Bioceutica

In a ground-breaking study, The Dove Men+Care 2017 Men's Hair Census invited men from all fifty States to talk frankly about their relationship with their hair – and the results uncovered some surprising insights into the way men in America feel about haircare.

The census found that six out of ten men in the U.S wish they had healthier looking hair, while one out of five admitted to feeling jealous of the style and condition of a friend’s hair.

The census also revealed the lengths men would willingly go to in an attempt to improve the quality of their hair, with one out of five stating they would happily give up drinking for a month if it meant having stronger, healthier hair.

Bioceutica believes that the results of the census reflect the rate of growth within the male grooming industry, which is currently valued at $50 billion globally, and according to Allied Market Research, is expected to increase to $166 billion by 2022. However, in reviewing what it is that the male population in the U.S care most about regarding hair care, Bioceutica is concerned that the current market is not meeting consumer expectation.

The majority of men’s hair care products are sold as multi-use products; incorporating shampoo, conditioner and body wash into an 'all in one' solution, which uses convenience as its core marketing tool. Yet, the Census outlines that male consumers are becoming increasingly interested in improving the condition of their hair. To do this brands will need to look at bringing products to market that share more in-depth information on formulation, results and that target specific hair types.

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The language used within the male grooming market could also be seen as predominantly flawed in light of this research. Bioceutica investigated the most popular mainstream male grooming brands and found most products use terms such as ‘energizing’, ‘engineered’, ‘sport’ and ‘iced’. In many cases, the male marketing message speaks out louder than what the products contain, or how they work to improve the condition of the hair.

Bioceutica believes that to align with the changing needs of male consumers successfully, brands should focus on hair care that is accessible for all. Companies such as Target are already catering to this movement, with the retailer’s online store carrying a total of 1328 gender neutral hair care products. ‘Women’s hair care products focus on holistic, natural ingredients, while products marketed at men are far more manual and appeal to the ‘jump in the shower and go’ mentality.’ Stated a spokesperson from Bioceutica. ‘What this census shows is that men want more from their hair care products and that brands need to strike a balance in their marketing that showcases how and why a product works, without using language that is off-putting to either consumer group.’


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