Male grooming, one of the most talked about trends for the past several years, has taken the beauty and personal care industry by storm. New product introductions, relaunches, aggressive marketing strategies by brands, and, most importantly, the accessibility and ease of purchasing of male grooming products with the click of a button have contributed to the category’s dynamic growth.
Once considered generally as part of the luxury segment, male grooming products have migrated to mass, with brands such as Cetaphil launching products like face washes, face cloths, face lotions, soaps, and lotions in 2016. Dove Men + Care, a brand launched in 2010, has become one of the most dominant brands in the industry, making waves across all categories—hair care, deodorants, skin care, and body washes/beauty bars. Similar to Dove’s meaningful True Beauty campaigns launched for its products for women, Dove Men + Care uses its positioning in the market to generate more significant national conversations for men as well.Continue reading