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Published on : Feb 11, 2014
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Men’s Grooming: A World Tour Beyond Beauty, Paris September 12, 2011

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Today’s presentation What categories are hot where? What claims matter most? What ingredients and packaging are leading product innovation? Markets Materials Messages 3

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Markets 4

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Overview of men’s grooming launch activity +12% in new skincare launches (led by UK and China) 40% increase in men’s fragrances +37% in new soap/bath products Deodorant launch activity up >20% (led by India and Brazil) 5

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What categories are hot for NPD? In 2010, there were twice as many launches of deodorants, soap/bath products and fragrance in India Vietnam and Japan are top markets for hair care launch activity in 2011 China was the fastest growing market (>40%) for men’s skincare in 2010; still leads in 2011 6

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To commemorate 2011 Cricket champions With “8HR scent technology” Concentrated scented oil to increase strength of fragrance Smelling good for longer in India Reebok Chennai Super Kings Deodorant Old Spice Body Wash Red Zone Showtime Rasasi Romance for Men Forever Perfume 7

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New formula to remove excess sebum and moisturise the scalp With baseball player Hong Seong Heun With octopirox, ZPT and mint extract to soothe itchy scalp Hair care in Asia Hair Medical Scalp-D Dry Shampoo Head & Shoulders for Men Anti-Hair Fall Clinic Shampoo X-Men Dr. Men Anti-Dandruff Shampoo for Men 8

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With Black Mineral Complex (hematite, malachite) Camouflage cream for men with green complex for soldiers; suitable for survival activities For men in their 40s; launched post-Fukushima to cleanse and cool Korea and Japan lead the trends… Saem Mineral Homme Black Emulsion Innisfree Extreme Power Camo Colour for Men Elleair for Men Large Wet Sheets 9

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… China follows Tjoy Men SPF30 Sun Block Lotion Watsons Man Code Oil Control Facial Toner and Energetic Moisturizing Body Lotion Toner with Bioacne to address men’s oil-prone skin and body lotion with relieve dryness Refreshing sunblock with ginseng to moisturise and nourish the skin 10

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France sets the standard for luxury Mont Blanc Legend EdT Sisleÿum for Men Global Revitaliser Global anti-ageing for men (anti-ageing, energising/anti-stress and repairing); stimulates GAGs, collagen, hyaluronic acid and aquaporins Embossed flacon features engraving technique found on the brand's Meisterstuck 149 pen 11

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Vintage gentleman’s style from the UK Murdock London Post-Shave Balm Mr Natty Moustache Twizzle Wax Lavender-scented wax and brush to keep ‘top lip looking sharp and ready for any occasion’ Scented after shave balm to renew, soothe and moisturise skin 12

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The US: masters of efficiency Kiehl’s Facial Fuel Transformer Age Correcting Moisture Gel for Men Miracle Skin Transformer for Men Colourless, all-in-one silicone-derived silicone skin treatment to improve skin texture, pore size, smooth lines and reduce redness and pigmentation Anti-ageing gel to ‘instantly transform’ skin appearance; claims to hydrate, smooth and minimize appearance of lines, pores and uneven skin texture 13

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New teen range; for “cutting edge modern boys” Makes boy’s bath time an ‘incredible adventure’ Limited edition for Valentine’s Day (repeat of successful 2009 collection) Youth = modernity, adventure and seduction in Brazil Hinode Blog.In 3in1 Hair & Body Shampoo Biotropic Spider-Man Conditioner O Boticario Coffee Seduction After-Shave Balm 14

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Messages 15

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What European men (say they) want Roughly one third of European men prefer products for sensitive skin French men are most likely to prefer using natural products Spanish men value portability (gym- or travel-friendly products) Fewer than 10% say exotic ingredients entice them to buy 7% of UK men would consider having plastic surgery (vs. 5% in France) 16

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Top claims in men’s skincare in 2010 20% increase in anti-ageing products; almost half of skincare in France was anti-ageing (vs. ¼ in the US) 17% increase in mattifying claim (key in Asia) 10% of skincare launches make brightening claims and 3% offer whitening benefits 17

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Anti-ageing Dr Grandel Men Revitaliser The Real Shaving Co. Advanced SPF 15 Moisturiser Anti-Ageing Inspired by traditional barbershop and the “skincare possibilities that new technology allows” New men’s range from German spa/doctor brand; with ‘Total Lift’ formula to rejuvenate skin 18

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Multi-functional mattifying L'Oréal Men Expert Pure & Matte Bright Charcoal Black Foam Unilife Inner Balance Oil Control 2-in-1 Lotion With seaweed, witch hazel and seabuckthorn oil; claims to control oil secretion and protect against the elements With Active Defense System to strengthen skin’s resistance to external aggressions (eg pollution) 19

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Brightening and whitening Emami Fair and Handsome Fairness Cream for Men Pond’s Men Advance Anti-Blemish Whitening Cleansing Lotion One of range of three new cleansing whitening products for men from Unilever-owned Ponds Relaunched one week pack with stronger formula to reduce melanin and deliver fairer skin in three weeks 20

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New Olay range for men Olay Men Solutions Refreshing Energy Balancing Gel Moisturiser Olay Men Solutions Multi-Solution Scrub Foaming Cleanser Available in China, Malaysia, Singapore, Thailand, India, New Zealand and Australia 21

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Materials 22

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Selected ingredients in men’s face care Aloe, green tea, ginseng, squalane and algae are some of the most used ingredients in men’s face care; rhodiola is one to watch 23

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Vitamins in men’s face care E is the leading vitamin, followed by B group, C and A 24

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Adding more marine-based actives Clarins Men Super Moisture Balm ESPA Men Face Essentials Age-Rebel Moisturiser Relaunch: free from formula with ‘peptide-packed microalgae’, sea fennel, acai oil and black oat Relaunch: with calcium hyaluronate, sunflower auxins, organic Alpine sea holly and bison grass extract 25

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‘Nu Natural’ hair products Fuente for Men Carrasco Gel Marlies Möller Men Unlimited Energy Activating Scalp Serum With Phyto-Cell apple stem cell Complex, peptides, amino acids to stimulate hair roots’ cell functions Water-soluble, herb-based with birch, quinine bark and coltsfoot extracts; approved by Greenpeace 26

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Convenience: spray mists TwinLuxe Instant Energy Mist Lab Series Skincare for Men Shave Moisturizing After-Shave Soothing Spray Antioxidant-rich after-shave spray to soothe, moisturise and proect With soothing Asian botanicals, “ideal to use in the car or sports locker” 27

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Convenience: more eye care with roller ball applicators L'Occitane en Provence Verdon Instant Energy Eye Gel Roll-On Clinique Skin Supplies for Men Anti-Fatigue Cooling Eye Gel Lancôme Men Génific HD Youth Activating Eye Concentrate Energising eye gel with natural origin ingredients Anti-fatigue cooling eye massager with antioxidants Anti-ageing eye gel with triple roller ball applicator 28

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Convenience: for the man on the move Lush Dirty Gift Box Gillette Series Travelling Set for Men With moisturiser and clay wash (20ml each) With “every item required for travel” (fragrance, shaving cream, hair styling cream, shower gel and toothy tabs) 29

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Selected packaging materials in men’s skincare The number of products in PET plastic has tripled since 2008 30

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Eco packaging in men’s grooming Although the number of launches in recyclable packaging has doubled year on year, it still accounts for only 6% of total new men’s grooming 31

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Refilling to reduce waste Unilever Shield Men Original Anti-Perspirant Pola Mergence Quick Shower Gel Japanese brands were among first to introduce refills in hair category; concept now appearing in deodorants and shower products 32

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A few thoughts for the future Will P&G launch Olay Men in the West? King of Shaves is for sale Estee Lauder plans to launch Zegna skincare What other established brands will reformulate? Anti-ageing for black and Hispanic men in the US Young men in BRIC And with over ½ million men in the US having cosmetic procedures, there is scope to pitch products for pre/post-surgery, a trend already seen in women’s skincare. Competitors to watch Surgery to study Consumers to target 33

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A few thoughts on marketing Advertising and viral marketing are also important when helping consumers to choose what to buy online. Tap into men's love of gadgetry: keep up with NFC (near field communication) technology to speed up payments and create redeemable voucher schemes. Develop augmented reality apps to help men cut through the confusion of products on-shelf and offer no-nonsense product reviews and advice Technology to tap 34

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+86 (0)21 6386 6609 * 8005 ytyang@mintel.com Jenny YANG For more information please contact

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