As a part of our Research Project-I at the S P Jain School of Global Management, Dubai we conducted a research on the Men’s Personal Care Industry in Dubai

1. A study on Men’s Personal Care
Industry in Dubai
CRP Group 3
Viren Baid | Ameya Sonkusale | Ayush Golyan

2. Agenda
• Why men’s personal care industry?
• Research Methodology
• Aim and Objectives
• Market Scenario
• Key Trends and Developments
• Primary Research
• Analysis and Interpretation
• Prospects
• Recommendations
2CRP 1 PRESENTATION - MGB SEPTEMBER 2014 - GROUP 3

3. Why Men’s Personal Care Industry?
• Growth of 7% in the year 2013 which amounts to AED213 million
• The value growth outperformed volume growth
• Increased contribution margin across all products in men’s personal care categories in
2013
• AED 150 million, highest value contribution for Men’s shaving products category in 2013
3CRP 1 PRESENTATION - MGB SEPTEMBER 2014 - GROUP 3
Source: Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources
Report: Men’s Grooming In UAE, September 2014

4. Research Methodology
• Conduct a detailed analysis of the men’s personal care industry by reviewing journals,
case studies & papers, expert opinions, research databases and peer reviewed business
journals
• Conducting primary research by interacting with distributors and retail store managers
having in-depth interviews
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5. Aim and Objectives
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1
• Identify the key drivers, trends and challenges within the industry
2
• Study the companies in the industry and their market share, pricing and
product portfolios
3
• To understand the impact of Expo 2020 on the men’s personal care industry

6. Market Scenario
6CRP 1 PRESENTATION - MGB SEPTEMBER 2014 - GROUP 3
World
• Positive growth and varying demand depending on region
• No longer a women dominated industry
UAE &
Dubai
• Expected CAGR 5%, value rising to AED 271 million by 2018
• Expatriates are a major reason for the boom in the industry
• Grooming is a daily ritual and a big part of everyday life for men
• Personal care expenses: AED 1,131 in 2013 to AED 1,280 AED by 2018
Source: Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources
Report: Men’s Grooming In UAE, September 2014

7. Why Men’s Shaving Category?
7CRP 1 PRESENTATION - MGB SEPTEMBER 2014 - GROUP 3
73%
27%
Men's Personal Care Industry 2012-13
Men's Shaving Men's Toiletries
72%
28%
Men's Personal Care Industry 2013-14
Men's Shaving Men's Toiletries
72%
28%
Men's Personal Care Industry 2014-15
Men's Shaving Men's Toiletries
72%
28%
Men's Personal Care Industry 2015-16
Men's Shaving Men's Toiletries
Source: Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources
Report: Men’s Grooming In UAE, September 2014

8. Market Overview - 2013
Men’s Grooming
Market - AED
212.7 Million
Men’s Shaving
Products - AED
154.5 Million
Men’s Shaving
Products
Growth - 4.6%
Men’s shaving
products
category form
73% of the
market share
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9. Key Trends & Developments
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10. PEST Analysis of Dubai
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11. Increase in Disposable Income &
Consumer Confidence
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TRENDS
Increase in
disposable
income &
consumer
confidence
• Aftermath of global economic crises
• Highest standard of living in the world
• UAE GDP growth: 4% (2013) and 4.4%
• (2014, expected)
• Shift of focus from traditional products to
more specialized products
• Industry growth: 7% in 2013

12. Rising importance of having a well groomed
personality
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TRENDS
Increase in
disposable
income &
consumer
confidence Rising
importance
of having a
well
groomed
personality
• Increasing awareness of having a well groomed
personality
• Charismatic appearance and image through personal
grooming
• Potent product launches by leading international
players like Proctor & Gamble and Unilever
• Increase in efforts put in for advertisement

13. Massive Influx of Expatriates
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TRENDS
Increase in
disposable
income &
consumer
confidence Rising
importance
of having a
well
groomed
personality
Massive
Influx of
Expatriates
• Majority of jobs undertaken by expatriates
require high standard of personal grooming
• Pre-set and a ready base of consumers which is
available to the competing brands to be exploited
• Men in the UAE are more involved with using
cosmetics and grooming products when compared
to men in other Gulf countries

14. Increase in Product Offerings
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TRENDS
Increase in
disposable
income &
consumer
confidence Rising
importance
of having a
well
groomed
personality
Massive
Influx of
Expatriates
Increase in
Product
Offerings
• Recent past the personal care products available for
men were limited
• Male-specific beauty and personal care products
by premium beauty and personal care brands
• Available in department stores, hair salons and
multi-brand beauty specialist retailers
• Beauty specialist retailers widely available in the UAE

15. Growth in Sub Segments
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TRENDS
Increase in
disposable
income &
consumer
confidence Rising
importance
of having a
well
groomed
personality
Massive
Influx of
Expatriates
Increase in
Product
Offerings
Growth in
Sub
Segments
• Hair Care: From AED 507.9 million in
2012 to AED 644 million by 2017
• Urban Male Lounge, 1847 and Man/Age
• Toiletries market leader: Gillette
• Personal Care Appliances

16. Pricing Trends
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TRENDS
Increase in
disposable
income &
consumer
confidence Rising
importance
of having a
well
groomed
personality
Massive
Influx of
Expatriates
Increase in
Product
Offerings
Growth in
Sub
Segments
Pricing
Trends
• Cost of raw materials majorly factors affect the
final price of the products in the personal care industry
• Year: 2013, the average unit price increased
• Products offered in the men’s personal care
industry are niche
• Market leaders can raise the prices without having
to worry about the fall in demand of their products

17. Primary Research
Interview by Mr. Nitin H. Nandwani, General Manager, Roophar Trading LLC
• Current trends and scenario in the men’s personal care industry
• Government regulations
• Competition
• Challenges
• Role of regional culture
• Marketing strategies
• Product Packaging
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18. Analysis & Interpretation
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19. Company Shares of Men’s Grooming: %
Value 2012-2013
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36%
15%10%
7%
5%
5%
2%
1%
1%
18%
Company Shares of Men’s Grooming: % Value 2013
Procter & Gamble Gulf FZE
SuperMax Corp
Beiersdorf Middle East
Malhotra Shaving Products Pvt
Ltd
Unilever Gulf FZE
Coty Inc
Sté Bic SA
L'Oréal Middle East FZE
Unilever Middle East
Others
36%
15%10%
7%
4%
5%
2%
1%
1%
19%
Company Shares of Men’s Grooming: % Value 2012
Procter & Gamble Gulf FZE
SuperMax Corp
Beiersdorf Middle East
Malhotra Shaving Products Pvt
Ltd
Unilever Gulf FZE
Coty Inc
Sté Bic SA
L'Oréal Middle East FZE
Unilever Middle East
Others
Source: Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources
Report: Men’s Grooming In UAE, September 2014

20. Sales of Men’s Grooming by Category:
Value (AED million) 2008-2013
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0
50
100
150
200
250
Men's Shaving Men's Post-
Shave
Men's Pre-Shave Men's Razors
and Blades
Men's Toiletries Men's Bath and
Shower
Men's
Deodorants
Men's Hair Care Men's Skin Care Men's Grooming
2008
2009
2010
2011
2012
2013
Source: Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources
Report: Men’s Grooming In UAE, September 2014

21. Forecast Sales of Men’s Grooming by
Category: Value (AED Million) 2013-2018
CRP 1 PRESENTATION - MGB SEPTEMBER 2014 - GROUP 3 21
0
50
100
150
200
250
300
Men's Shaving Men's Post-
Shave
Men's Pre-
Shave
Men's Razors
and Blades
Men's
Toiletries
Men's Bath
and Shower
Men's
Deodorants
Men's Hair
Care
Men's Skin
Care
Men's
Grooming
2013
2014
2015
2015
2016
2017
Source: Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources
Report: Men’s Grooming In UAE, September 2014

22. Brand Shares of Men’s Grooming: %
Value 2010-2013
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Source: Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources
Report: Men’s Grooming In UAE, September 2014
0
5
10
15
20
25
30
2010
2011
2012
2013

23. Prospects
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24. Compounded Annual Growth Rate
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4.6
6
0
1
2
3
4
5
6
7
Men's Shaving Men's Toiletries
CAGR - Product Segments
CAGR - Product
Segments
4.6
5.7 5.8
3.9
0
1
2
3
4
5
6
7
Men's
Shaving
Men's Post-
Shave
Men's Pre-
Shave
Men's Razors
and Blades
CAGR - Men's Shaving
CAGR
6
7.3
5.4
7.4 7.5
0
1
2
3
4
5
6
7
8
CAGR - Men's Toiletries
CAGR - Men's Toiletries
Source: Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources
Report: Men’s Grooming In UAE, September 2014

25. Recommendations
• Companies like Malhotra Shaving Products LTD, Beiersdorf Middle East need to strengthen
their distribution network in order to spread their reach in the market and be easily
accessible to the customers.
• In order to increase the popularity of their products and increase the awareness of their
brands they can have tie-ups with MNCs set up in Dubai to provide grooming solutions to
their employees at a discounted rates.
• They can also have tie-ups with international gyms as well as local reputed gyms frequented
by the locals and the expats all over Dubai in order to increase their brand awareness and
sales.
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26. Recommendations
• They can collaborate with various professional apparels’ brands for men like Boggi, Brioni,
Andrew’s Ties etc. and give the customers trial offers and trial products
• There are many sporting events like Gulf Cup (football), BWF Destination Dubai World Series,
FIT Awards and so on. In order to gain brad awareness and recognition these companies can
go ahead and be the title sponsors of such sporting events
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27. Recommendations
• Companies can target the labour class in Dubai by setting up small kiosks near their
residential areas as well as near their work locations and make the lower price segment
products easily accessible to them.
• Dubai Expo 2020 will give a tremendous surge to the revenues from the sale of personal care
products for a short period of time, all the companies need to have a proper demand forecast
for the period to avoid the ‘Bull Whip Effect’ and accordingly stack up their inventories
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28. Thank You!
CRP Group 3
Viren Baid | Ameya Sonkusale | Ayush Golyan