Professional Beauty Male Grooming Market USA 2009

Professional Beauty Male Grooming Market USA 2009 published by Diagonal Reports in July, 2009. This report consists of 99 pages and the price starts from US $ 5334.

Introduction

Abstract

Male grooming is more resilient to cutback in consumer spending as men seek the competitive edge in the work-place

The men' s beauty market is not homogeneous and segmentation is the key to success

“Male gendered” beauty products and services outperform in the male grooming market

The male grooming market has been increasing at double digit growth rates over the last decade in the US. The economic downturn has tempered optimism but the men' s beauty market remains one of the best performing segments in the personal care sector, according to a new report by Diagonal Reports.

Business in men' s salons and barbershops is more resilient than expected and market experts report mixed experiences in the sector. Sales forecasts were revised downwards for the recession. However, while some note that business has slowed, other men' s salons are on track to meet original targets. Some male clients are tending to stretch out appointments, which spells a 10% revenue loss for the year. However, other US male grooming market experts report better than expected business. They attribute this resilience to the “competitive edge” which salon grooming confers. As one explained, “Men are more than ever concerned about looking younger and more relaxed so our color business is stronger than ever”

The men' s beauty care market lags the women' s by some time. Men are now catching up with women with demand for men' s hair colouring having now taken off, decades after the women' s coloring boom. A fundamental change in male behaviour towards their appearance is responsible for this growth. Very large numbers of men are much more interested in their appearance than previously and interested in a different way than was the case. As one male grooming expert pointed out, “Many men have a new attitude to appearance, it is no longer just functional, they want their appearance to be in fashion.”

Segmentation is crucial to success. Men cannot be treated as adjuncts to women consumers. They have different needs and priorities. Issues that are important to all men include convenience, a “male friendly” environment and services targeting men. The overwhelming majority of men are committed to being “masculine.” Most men are determinedly not “metrosexual,” that is, overtly concerned with personal appearance and enthusiastic consumers of all beauty treatments and fashionable clothing.

In this new report on the US male grooming market, Diagonal Reports profiles gender specific behavior in salons and spas to understand how the most successful businesses adapt to male patterns of consumption and expectations. Different behaviors are shaped by men' s particular grooming needs. Male consumers visit salons more often, use different services and spend less time on the premises. Men have different expectations of grooming products. They value functionality. Salons have increased sales of services and retail products when they satisfy this male desire for “facts.” Services and products which communicate their benefits to men perform better in this market as do companies which translate the traditional or feminine terminology used in salons into a more male friendly version.

This new report is based on in-depth discussions conducted with male grooming experts in the US in 2008 and 2009. Diagonal Reports interviewed men' s salons and barbershops in the US to quantify demand and determine changes in male grooming behaviour and demand for products and services. This 2009 report compares and contrasts data on male grooming trends from previous (1999, 04, 06) US and other salon market reports.

Table of Contents

REPORT STRUCTURE

SECTION 1 - SUMMARY AND RECOMMENDATIONS

• TABLE 1: Male grooming in the USA - estimated size current / projected
• Estimates of male spending on grooming products
• Male grooming products not mirror women' s
• Why look at male grooming?
• Men model consumers for downturn?
• Recommendations
• Male proof your business
• Male specific expectations
• Make men comfortable
• Male proof grooming vocabulary
• Opportunities with ethnic consumers
• Terminological complexities (cultural resonances and resistance)
• Data sources
• Date of publication

SECTION 2 - MALE GROOMING MARKET - QUANTIFYING NUMBER OF BUSINESSES

• TABLE 2: US salons/spas (%) by type - full service, haircut only
• Data sources salon/spa market
• TABLE 3: Salon/spa employment, by type, current and projected
• Barber and hairdressers - different training and skills sets
• Training - an industry crisis
• Booth renters
• GRAPH/TABLE 4: Single unit and multi-unit salons (%) distribution
• Chains in the USA (names, and examples)
• Market structure - geographical segmentation

SECTION 3 - MALE GROOMING MARKET - QUANTIFYING CONSUMER NUMBERS, SEGMENTS

• TABLE 5: Male groomers and grooming market, profiled
• Imprecise data / quantifying the male grooming market
• GRAPH/TABLE 6: The client pool - male population for grooming
• GRAPH/TABLE 7: Male grooming market segments (ABCD)
• TABLE 8: Men as % of clients in different salon/spa types
• Haircut only salons and men
• Full service salons and men
• TABLE 9: Men as % of clients in selected US salon chains

SECTION 4 - MALE GROOMING MARKET (FORECASTS)

• TABLE 10: Male grooming current / projected
• The US economy and male grooming
• Consumer behavior unpredictable
• TABLE 11: Male grooming market variations - historical and forecast
• Earlier forecasts revised
• Mixed experiences of businesses 2009

SECTION 5 - MALE GROOMING MARKET DRIVERS

• TABLE 12: Drivers - professional grooming services for men
• Greater male interest appearance
• Men will catch up with women
• Media and male interest in appearance
• Work related grooming
• Advertising even by competitors grows market
• Male grooming is a global trend
• Personal relationships grow grooming
• Men more open to salons / salons more open to men
• Multi units and franchisers

SECTION 6 - MALE GROOMING MARKET - BUSINESS CONCEPTS / PERFORMANCE

• Male consumption of professional grooming
• TABLE 13: Grooming for men - different business formulas (client gender, market segment, menus)
• Mixed views about different formulas
• Room for many formulas (quotes)
• TABLE 14: Male consumer profiles, by type of salon/spa used
• Business concept - - haircut only / barber segment
• Barbershops - many closures
• Decline of barbering
• Barber businesses/training did not adapt
• New business formula developed - quick cut salon
• Companies - quick cut hair salons (selected names)
• Ethnic barbering niche is vibrant
• Demographic change will complicate market
• Business concept - - full service salons/spas
• Views from decade ago (1999)
• What men like about full service salons/spas

SECTION 7 - MALE GROOMING MARKET - KEY BUSINESS FORMULAS

• TABLE 15: Male grooming key success formulas
• Convenience (time and location easy)
• Convenience trumps loyalty
• TABLE 16: Gender markers in grooming businesses
• “Comfortable” with gendering of salon
• Salon decor and even the surrounding conversations matter to men
• Complimentary services male appropriate (shoe shine, beer, chair size)
• Americans and men in other parts of world
• Male staffing preferences / stylist' s manner
• TABLE 17: Gender specific behavior and expectations
• Advance planning of salon visit - men walk in
• The time men allocate to haircut
• Men' s behavior in the salon
• Time management status related
• Male consumers and their attitudes (“blunt,” “rational”)
• Men buy into facts
• Wording counts
• Men are stylist dependent
• Behind closed doors only
• Male privacy universal demand
• TABLE 18: Salon/spa terminology “traditional/feminine” versus “male friendly”
• How to describe services for men
• No shiny nails for (some) men
• The MAN-icure
• Language of autos, sports, and beach (not the boudoir)
• New vocabulary hairstyling products
• From “cream” to “cement” in 2004
• One company' s male gendering strategies

SECTION 8 - MALE GROOMING REVENUES HAIR CARE BY CATEGORY, SERVICES AND PRODUCTS)

• Salon/spas revenue breakout male grooming
• Level of retail in US salon/spa channel varies widely
• TABLE 19: Benchmark data, revenues (%) by category in different salon segments
• Comparison male spending on grooming products
• GRAPH/TABLE 20: Male grooming revenues (%) by category
• What to offer men? Fine tuning with little info
• Occupational licensure a barrier to diversifying services
• TABLE 21: Services offered and male use of services (sample only)
• Haircut is the leading service
• Quick cuts versus style intensive cuts
• Top tools, methods and terms (clipper and buzz)
• TABLE 22: Frequency of visits and hair length
• Professional and upscale men - frequency of visits
• Small changes in frequency big impact on bottom line
• Veer from shorn to scruffy to shorn
• Male conditioning demand is low
• Hair services - salon coloring
• Hair services - chemical (perm, texturize, shape)
• Shaving services
• Hair replacement treatments
• Hair replacement specialist services
• Surgical hair procedures
• Surgical hair transplants grow
• TABLE 23: Beauty services for men, best prospects
• Surprised at demand for waxing
• Media makes men aware of solutions
• Waxing marks a life changing event
• Men - skin care and hand care
• Men - skin care
• Men - hands and feet
• Men are open to “high tech” beauty?
• REVENUES FROM PRODUCT RETAIL TO MEN
• Retail positive, but still relatively low
• TABLE 24: Male spending on grooming products (estimate by category)
• Fewer men buy retail than women
• Drivers of male retail
• “Product free” male services
• Implications of product free for client/salon purchasing - small orders
• TABLE 25: Salon retail product categories (ranked)
• TABLE 26: Typical product categories in men' s lines
• Salon/spa criteria to buy brands
• Professional only system
• Product diversion/ghost salons
• Diversion is resented
• Different estimates of diversion products market

SECTION 9 - PRODUCT MANUFACTURERS (BRANDS)

• TABLE 27: Different products/brands dominate professional hair channel (men and women)
• Difference brand pictures, men' s and women' s market
• Why a few lead in professional channel
• The big name brands in salon hair care
• Different brand patterns - men' s and women' s hair care
• TABLE 28: Brands - hair care/shampoo identified and ranked
• TABLE 29: Brands handled in multi-unit salon chains (unranked)
• Own label products
• TABLE 30: Brands with a men' s line in hair care (43 identified, unranked)
• Other data /quotes on brands identified
• Retailers of upmarket men' s lines
• TABLE 31: Brands non-hair care, men' s lines (11 identified, unranked)

SECTION 10 - CONSUMER PROFILES (MEN)

• TABLE 32: Profile of male consume(s) in experts sampled
• TABLE 33: Ages of different segments (child, young man, adult)
• TABLE 34: Salon services and men most likely to use
• Socioeconomics not the only variable

SECTION 11 - MALE GROOMING MARKET COMPANIES IDENTIFIED (SALONS/SPAS)

• TABLE 35: Multi-unit salon companies identified (25 names, unranked)
• Companies operating male focused businesses - snapshots

SECTION 12 - MALE GROOMING MARKET, SERVICE MENUS AND PRODUCT LINE UPS (EXAMPLES)

• Baskets of services popular with men
• TABLE 36: Service menus / packages (example -salon 1 )
• TABLE 37: Service menus (example - salon 2 )
• TABLE 38: Service menus (example - salon 3 )
• TABLE 39: Product categories in selected upmarket men' s lines
• TABLE 40: Product categories in men' s grooming “essentials” (salon)
• TABLE 41: Special formulations/formats in men' s products

SECTION 13 - MALE GROOMING MARKET PRICES AND SPENDING

• Prices - national trends / benchmarks
• Criteria used to determine pricing
• Price banding - staff expertise
• Pricing and staff commissions
• Men as tippers
• Prices stated are starting prices only
• “Discounts for heroes”
• Prices gender based
• Non-gender pricing current laws - history
• TABLE 42.A: Prices services (example salon )
• TABLE 42.B: Prices salon membership (example salon )
• TABLE 43: Prices men' s haircut (starting) by salon market segment
• TABLE 44: Male spending/ticket prices (example - salon )
• TABLE 45: Price men' s services (example - salon )

SECTION 14 - DATA SECTION (DEFINITIONS, REGULATORY, TOTAL MARKET)

• TABLE 46: Census definitions relevant to barber channel
• NAICS code
• Census and NACCAS definitions
• TABLE 47: Estimates of barber numbers
• Regulatory frames for hair salons/barbers
• Reciprocity practices “a mess”
• Licensure (State Board of Cosmetology)
• Schools close but a 12% growth in jobs
• TABLE 48: Hair salons/spas - distribution by US state (2007)
• TABLE 49: Salon industry - average work stations by type
• Micro businesses dominate

SECTION 15 - EXPERT SAMPLE, SOURCES, AND METHODOLOGY

• Methodology
• Expert sample - size, represents
• TABLE 50: Expert sample - years in business, and size and
• Expertise of sample
• Geographical representation of sample
• Professional organizations associated with experts
• Media expertise
• Product formulators expertise
• Data sources - salon/spa market authorities
• NACCAS 2007 study
• Modern Salon Magazine 2007 study
• On line professional groups

SECTION 16 - COUNTRY DATA USA

• TABLE 51: USA country data at a glance
• TABLE 52: USA population - current and projections, racial and ethnic demographics (2008 and 2050)
• TABLE 53: USA population projections, 2010-2020
• TABLE 54a: US population males age distribution (i)
• TABLE 54b: US population males age distribution (ii)

SECTION 17 - ESTIMATING THE MALE GROOMING MARKET (WORKSHEETS)

• Data on men
• Reasons why men' s market hard to quantify (services and products)
• TABLE 55: Estimate USA male grooming market based on population
• TABLE 56: Estimate USA male grooming market based on market segmentation of male consumers
• TABLE 57: Estimate basis - salon types, clients a week, % of men clients

SECTION 18 - SYMBOLS AND ABREVIATIONS

• Symbols used in tables
• Report formats

SECTION 19 - INDEX OF COMPANIES, BRANDS, SELECTED PUBLICATIONS, AND ORGANIZATIONS (REGULATORY, TRADE, PROFESSIONAL)

• DIAGONAL REPORTS STATEMENT

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