In response to the growing demand in the men’s grooming market, Swedish direct seller, Oriflame, has increased its men’s product portfolio. However, it’s not just Oriflame that is vying to gain a stronger hold on this segment, FMCG giants, such as HUL, Garnier, Nivea, Emami and Paras Pharma, have been enjoying the fruits of the flourishing men’s beauty market. The fact that brands, such as Axe, Fair & Handsome and Set Wet, have become 100-crore entities, is a sure indicator of the growth taking place in this segment. Marcus Sandstrom, Managing Director, Oriflame India, says, “It is interesting to realise that there is a huge growth potential for this category in Asia and more so in India.”
The men’s grooming market, which includes face cleansers, moisturisers, hair gels, body washes, deodorants and shaving products, is estimated at around Rs1,500 crore, largely in urban India. Industry experts say that the market has been growing at around 20 percent with face care products and deodorants growing at twice the pace.
Posted on: 17.11.2010