New term coined as male grooming turns a corner

By Louise Prance

- Last updated on GMT

Related tags: Gender, Euromonitor

Male grooming has reached such heights that a new term has been
coined for the section of men that are outside of the traditional
brackets. The 'Ubersexual man' is said to be a potential goldmine
for global manufacturers and marketers.

Euromonitor has stated that the new group of men, who are 'more complex, more thoughtful, more culinary and better groomed than the macho man, but more traditionally masculine than the metrosexual', will continue to benefit traditional cosmetic manufacturers. The specific character definitions of this group have product implications for the cosmetic industry. These products have traditionally been categorised in the 'female' markets. Euromonitor states that the 'Ubersexual man' has female characteristic aspirations. And with traditional gender roles becoming less set in stone, there is an increasing amount of marketing opportunities aimed at the male consumer. Don Hedley, consumer analyst from Euromonitor, states, "Increasingly sophisticated products, traditionally catering to women, are now being marketed to men." " In the cosmetics industry for example, traditional male products such as shaving foam, hair gel, razors and deodorants are now being complemented with anti-wrinkle creams, bronzing products and toning gels. This represents a phenomenal opportunity for all manufacturers to cash in on",​ he added. ​Thanks in part to celebrities such as David Beckham and Brad Pitt, it is becoming more socially acceptable for the 'macho' male to embrace a more feminine lifestyle. Cosmetics and personal care products are more frequently becoming part of the male daily routine. Euromonitor has predicted a continued effort by cosmetic manufacturers to increasingly develop innovative ways in which to profit from the 'evolving characteristics' of the male consumer. This is said to be more noticeable in the much talked of 'emerging markets' with consumers in Eastern Europe and Asia Pacific continuing to adopt Western lifestyles. Eastern Europe is expected to post the highest growth rate, forecasted to grow by 60 per cent between 2006 and 2011 to reach a value of US$2.5bn. Asia Pacific is set to post a 24 per cent growth rate to reach US$4 bn in the same time period. However, despite a slower growth rate, Western Europe will still set the standard in terms of sales value, growing 18 per cent to US$25 bn between 2006 and 2011.

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