The Ed.
Well-Known Member
The European shaving market has suffered a serious hit since the rise of the hipster beard. Gone are the days of designer stubble and carefully crafted goatees replaced instead by an indulgence in letting hair grow wild.
A recent report from global market and shopper intelligence firm IRI, has shown that sales in shaving and hair removal products in Europe are down more than 90 million in year to March 2014 compared with the year before. Sales in shaving and hair removal were also one of the worst effected as a result of the financial crisis.
Emily Mayer, Director at IRI, explains, "Men are changing their shopping habits as the popularity for facial hair grows. Many of us remember when beards, dodgy moustaches and sideburns were commonplace in the 70s Now it seems they are making a return but in a very cool way. Driven by hipsters and men in their twenties and thirties, as well as Hollywood types like Ben Affleck and Joaquin Phoenix, beards, moustaches and stubble are everywhere."
Shaving foams and gels or razors and blades have all been hit hard and it's proving hard to reverse. Offering promotional devices and decreasing prices has not had the desired effect but the new 'beard' reality has meant that "new opportunities for innovation" in the male grooming market have opened up.
Mayer goes on to explain, "Retailers and manufacturers really need to be tapping into these trends and using them to increase their promotional activity, product selection and new product innovation. The hipster trend, for example, has been in full flow for some time, while the fuller beard is evolving into something more groomed, so its an opportunity for retailers to sell male grooming kits, such as oils and beard trimmers, or to offer money-off purchases to savvy shoppers looking to save money on their favourite brands."
However, a report by the University of South Wales has shown some hope. The Universitys report has found an explanation for the cyclical nature of the popularity of beards. Once beards become common, people tend to become more attractive to shaven men, and vice versa. In the study, participants were shown thirty six images of mens faces. When confronted by a succession of bearded men, clean-shaven men become more attractive to them. Similarly, when shown a large number of clean shaven men, the beard regained its appeal.
Basically, it's a classic case of wanting what we can't have.
Until then...geek on!
The Ed.
A recent report from global market and shopper intelligence firm IRI, has shown that sales in shaving and hair removal products in Europe are down more than 90 million in year to March 2014 compared with the year before. Sales in shaving and hair removal were also one of the worst effected as a result of the financial crisis.
Emily Mayer, Director at IRI, explains, "Men are changing their shopping habits as the popularity for facial hair grows. Many of us remember when beards, dodgy moustaches and sideburns were commonplace in the 70s Now it seems they are making a return but in a very cool way. Driven by hipsters and men in their twenties and thirties, as well as Hollywood types like Ben Affleck and Joaquin Phoenix, beards, moustaches and stubble are everywhere."
Shaving foams and gels or razors and blades have all been hit hard and it's proving hard to reverse. Offering promotional devices and decreasing prices has not had the desired effect but the new 'beard' reality has meant that "new opportunities for innovation" in the male grooming market have opened up.
Mayer goes on to explain, "Retailers and manufacturers really need to be tapping into these trends and using them to increase their promotional activity, product selection and new product innovation. The hipster trend, for example, has been in full flow for some time, while the fuller beard is evolving into something more groomed, so its an opportunity for retailers to sell male grooming kits, such as oils and beard trimmers, or to offer money-off purchases to savvy shoppers looking to save money on their favourite brands."
However, a report by the University of South Wales has shown some hope. The Universitys report has found an explanation for the cyclical nature of the popularity of beards. Once beards become common, people tend to become more attractive to shaven men, and vice versa. In the study, participants were shown thirty six images of mens faces. When confronted by a succession of bearded men, clean-shaven men become more attractive to them. Similarly, when shown a large number of clean shaven men, the beard regained its appeal.
Basically, it's a classic case of wanting what we can't have.
Until then...geek on!
The Ed.
