Sector Insight: Men's grooming and shaving

The fashion for men to don four-day stubble has caused a decline in sales of razors and shaving products, but this could soon be counteracted by an ageing population.

Procter and Gamble products
Procter and Gamble products


ZAID AL-QASSAB - Beauty and grooming marketing director, Procter & Gamble UK & Ireland

Al-Qassab has been with Procter & Gamble for 18 years. His current marketing remit covers Gillette and other male-focused brands Braun and Head & Shoulders, as well as female beauty brands such as Olay and Pantene. He also leads recruitment for the company's marketing function in the UK & Ireland.

IAIN POTTER - Vice president, marketing, Home and Personal Care (HPC), Unilever

Potter leads Unilever UK & Ireland's HPC brand-building marketing team and has been in the role since July 2011. He was responsible for the integration of the Radox and Brylcreem brands following their acquisition from Sara Lee in late 2010. He has been with Unilever since 1994 and was previously responsible for the brand-building business in the North Africa Middle East (NAME) region, based in Dubai.


NICOLO POME - Marketing director, Beiersdorf UK

Italian-born Pome took over as UK marketing director for Beiersdorf in 2009 with responsibility for the Nivea, Elastoplast and Eucerin brands. Prior to taking over marketing in the UK, he worked at Beiersdorf's head office in Hamburg as well as spending time at its Italian affiliate.


Gillette In 2011 it launched the Fusion ProGlide razor and remained leader of NPD activity, accounting for one in six launches.

L'Oreal Signing Hugh Laurie in 2011 as the face of L'Oreal Men Expert has helped the brand appeal to men.

Unilever Bought Sara Lee's Radox for Men and Brylcreem in 2010, although the European Commission forced it to sell on Sanex to Colgate-Palmolive.

Boots No7 for Men Received little marketing support, and in Mintel's research its customer satisfaction rating is lower than that for similar-sized competitors.


- Rugged look: Sales of razors and shaving products have been hit by the fashion for stubble.

- Supermarkets: Men are most likely to buy grooming products from supermarkets (89%).

- Wet shaving: Almost two-thirds of men wet shave, while only a quarter dry shave.

- Ageing population: This should boost demand for skincare products, especially as men will have to remain in employment for longer.

- Low pricing: Discounting is common practice in this sector and is restricting value growth.

- Natural: Top of the claims made for new products are botanical/herbal, in line with the 'natural' trend in the toiletries market.

You have

[DAYS_LEFT] Days left

of your free trial

Subscribe now

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

1 Why creative people have lost their way

What better way to kick off the inaugural issue of Campaign's monthly print offering than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...


1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).