3. CURRENT MARKET SITUATION
Global sales of men’s grooming products grew 11% in 2009
Hair Care
4% growth in value
$2.9 bn sales in 2009 Skin Care
Star Category
7% growth in 2009
$1.8 bn sales in 2009
Razors, Blades &
Deodorants
39% value share
Source: Euromonitor; Financial Times
4. CURRENT MARKET SITUATION
Men’s personal care segment in India is $200 million in India
Hair Care Face Care
3.2% growth in 2009 Fastest growing segment
Largest Market Share
Gillette
Current per capita
expenditure on
personal care is $1 (vs.
$36.65 in other Asian
countries)
Source: Euromonitor; Financial Times
6. WHAT’S AVAILABLE
Spas
ITC Kayakalp
CMYK Health Boutique
Floriana Group
Hair Treatments
Kaya Hair Loss Prevention
VLCC Ayurvedic Hair Treatments
Skin Treatments
Kaya Skin Clinic : Hair removal, Anti-tanning, Age Control
VLCC : Ant-ageing, Anti-pigmentation, Skin Rejuvenation
7. MARKET CHARACTERISTICS
Price Sensitive
90% market growing in low , medium price categories
Increasing disposable income
Higher demand for premium products
Increasing Urbanization
Exposure to international grooming trends
Source: Asia Pacific Cosmetics & Toiletries Market Overview (U.S. Commercial Service)
8. Ubersexuality
More CURRENT
masculine
than TRENDS
metrosexual
Increased
spending on
Skin lightening
high-end
treatments
styling
products
Shift in
purchasing
Increasing
group from
consciousness
spouses to
for well-being
men
themselves
10. WELLA
Strengths
• Irregular supply
• Passionate about hair. • Late entrant
• Love of hairdressing and • Technical training and • India is price sensitive
service market
innovation
• Government regulations
• Passionate professionals • P&G’s channels
like you • CSR
• Strong position in colour
• Habib’s - salon chain Weakness &
Positioning
Threats
11. SCHWARZKOPF
Strengths
• Limited innovation
• Trust and success • Weaker brand image
• High Variety • India is price sensitive
• Dream and vision to market
make it a reality • Strong Partnership -
• Government regulations
• Professional Partnership Lakme
• Ramp up of salon chain
tie ups in India
Weakness &
Positioning • CSR: Cut to Shape + SOS
Children Threats
12. PROFESSIONNEL
Strengths
• Help men and women around • Strategies reproduced by
the world realise their competitors
aspiration to beauty, • Strong network • Cannibalization of market
• Express individual • Established Brand image share
personalities to the full. • India is price sensitive market
• Consistent R&D
• Government regulations
• Complete in-salon marketing
• India’s Largest salon base
Weakness &
Positioning
Threats
13. CONSUMER SURVEY
Salon Types Visited
Sales Professional
Salons (like
L'oreal)
24%
Men's Only
Barber Shops As the disposable income
47% increases, the visits to
Unisex Salons
professional salons
29% increase
Sample Size : 35 men
Age Group : 18- 30 yrs
14. CONSUMER SURVEY
Reasons behind choosing Salons
Price 57.10% Major consumer
Brand 62.90% characteristics
Specific Treatments 8.60% 1. Value for Money
Services Offered (Money Spent to
37.10%
Service offered)
Value for Money 62.90% 2. Brand
3. Price
Reccomendations 42.90%
4. Recommendation
Ocassion Specific 22.90% from closed ones
Sample Size : 35 men
Age Group : 18- 30 yrs
15. CONSUMER SEGMENTS
Go-Getters Penny Wise
71.4% 22.9%
Concern for Not too adventurous
family, environment, Price sensitive
Seek value for money, Family, environment are
Career-oriented important
Favour established, prestige Accomplishments matter
products
78% prefer
Professional Salons
16. MEN-ONLY BARBER SHOPS
• From SEC B,C,D,E • Main services • Grooming (other than
• Spend : Rs 50-100 for demanded : Hair cut haircuts) not an
all grooming , Shave , Scalp essential part of their
• Needs to be tended massage well being
immediately • Hair oil doubles as a • Social taboo to groom
• Once a month for hair styling product oneself, shy, dissident
cut and 1-2 times per • Buys products like
week to shave hair dyes
17. UNISEX & PROFESSIONAL
SALONS
From SEC A , working
Preferences: hair styling
15-28 years - hair gels, wax and streaks
styling, coloring Achievers; grooming is a “must
Spends Rs150 to 5000
30 years & above - spa & do” etiquette
relaxation Personal rapport with stylist &
Role of women in their
rituals, massages, pedicures etc. service is of prime importance
achievements significant
once in 2 months for haircut Needs good service and doesn’t
mind the delay
/massage / spa
18. POTENTIAL
OPPORTUNITIES
NEW TRENDS
• Men going for straightening
and rebonding
• Sunday Afternoon
pampering
• He listens to his
woman, but he needs his
space
19. WHAT ARYAN WANTS
“Those that pack “Victory shall be
well shall sell his who has a
well” shorter regimen”
Source: Dermatologic therapy, Vol 20, 2007 (Skin care for men and its marketing by Joel Schlessinger) Paper by
Srinivas Durvasula and Steven Lyonski: A double edged sword: understanding vanity across cultures
20. “
He likes manicures pedicures as well as hair styling.
”
Men form 40% of our clientele.
-Stylist at Legato, Unisex salon, Aundh, Pune
“
He nowadays comes alone; while the young breed
goes for styling & looks the older one go for
massages. He spends more on grooming than on
”
food.
-Stylist at Glitz, Unisex salon, KP, Pune
21. “
He knows all the brands in market but to be on the
safer side we would recommend L’Oreal Inoa for hair
colouring.
” -Stylist at Suso, Unisex salon, KP, Pune
“
He sometimes wants herbal products for the skin
”
and for hair we have safe options like L’Oreal.
-Stylist at Vasundhara’s, Herbal Unisex salon, KP, Pune
22. HOMMEWORK
PRODUCT: Range includes shampoos, styling
clays, waxes, gels, sculpting fibre pastes, grey blending, sculpting
pomades, anti hair loss potions
PACKAGING: Minimalist look yet bold, black matte finish with
silver lettering/text box fills, stylish, sophisticated and timeless
PRICE & PROMOTION: Prices : premium segment, Up
market salons, commercialization and then take over, Use of
existing distribution channels : stronghold in India
ADVERTISING: Mainly through online stores; Brand
reputation, in salon stylists’ word of mouth, Exclusive men’s
products to cater to men’s needs by a company which is best-in-
business, premium product for men
23. Hommework
STRENGTHS WEAKNESS
• Loreal Distribution • Low market
channel penetration
• High Recall Value of • Low familiarity
L’Oreal • Lack of country
• Men exclusive customization
THREATS OPPORTUNITIES
• Social conventions • Emerging Market
• Price sensitivity • Grooming
consciousness
increasing
25. THE FEEL
Masculine Relaxing Functional
•Earthy Tones •Pool Table •Wi-fi
•Neutral colours •Big couches •The right tools
•Spacious •Sports channels •Simulation screens
on TV screens
•Massage Chairs
•Freshly Brewed
Coffee
•Music
26. THE NIGHT SHOW
• 9pm – 12am by
appointment
• Add-on Massages
• Personal TV Screen
Why
• Long Working hours
• Relaxation vs. Grooming
27. THE EXTRA CAR(e)
• Free Car Wash at the
dedicated salon parking
• On-demand Paid
complete cleaning service
Why
• Men love their
machines
• Multi-tasking
