The Launch of the New Grooming Product

Introduction

Men across the globe are becoming more beauty conscious and have begun to pay more attention to their looks. The rapid rise in consumption of these products has been attributed to the growing middle class population, increased Internet connectivity, innovative appealing products, and the rapid growth in numbers of metrosexual males (Jose 2010). Firms across the world are increasingly focusing their energies on finding ways and strategies to profit from the changing trends in the men consumer segment (Gallon 2012). Many personal care products manufacturers have started to venture into the men grooming market and this has seen introduction of many different products for men to choose. According to a report by Global Industry Analysts, Inc., (2010), the world market for the grooming products is expected to be well over $33.2 billion by the year 2015. Europe and the United States account for the largest share of the men grooming products taking approximately 29% of the market. Shaving products including pre-shave to post-shave products and blades make up the largest group of products consumed by the male grooming market. The fastest growing products category in this market segment is toiletries, which include bath and shower products, deodorants, skin care products and hair care products (Global Industry Analysts 2010). As a marketing manager for Procter and Gamble planning to launch a new male grooming product, skin care product, there are several things to consider. This report will look at the skin care products for the male market segment and briefly look at the key factors that will make this product successful. It will further look at the desirable positioning for the product and finally analyze the different elements of the marketing mix for the product.

Discussion

Skincare product category in the men market segment

The market of skincare products in the men market segment is not just a trend or fashion, and therefore represents an attractive...