Makers of hair care, fragrance, anti-aging treatments, moisturizers and other grooming items are salivating over a growing group of potential customers: Dudes.
In its new “Men’s Grooming Consumer Report,” research organization The NPD Group Inc. says the market for male prettifying products is gaining traction.
Already, more than nine in 10 men spruce up using some sort of grooming product. And although only a quarter use facial skincare items such as lip products and acne treatments, revenue grew 11% in 2011, according to the report.
“There is a huge opportunity with men for facial skincare,” said Karen Grant, a senior global industry analyst with NPD, in a statement. “The challenge is getting them involved and engaged.”