While the male grooming industry in India remains to be in its infancy, it has great progress potential and all the constructing blocks to scale right into a mainstream industry.Covid-19 caught everybody off guard and introduced the world to a halt earlier than the industry might react or adapt. Individuals have discovered the pandemic and involuntary day off to be eye-opening. We re-evaluated and realigned our priorities, which is the overarching emotion. We had been in a position to spend extra time with ourselves and have a look at ourselves objectively as a result of we had taken a break from our routine. And once we put societal norms and traits on the again burner, many people love how we glance in our pure state and wish to play with it. This accelerated the shift in mindset from magnificence consciousness to self-care for a large portion of the market. Increased use of social media platforms equivalent to Facebook, Instagram, and YouTube exposes males to world style traits, contributing to a rise in demand for male grooming merchandise. During the lockdown, gross sales of grooming merchandise equivalent to beard oils, hair gels, face washes, deodorants, perfumes, and digital trimmers and clippers elevated. The Indian male grooming market was value $643 million in 2018 and is predicted to develop at a CAGR of greater than 11 p.c to succeed in $1.2 billion by 2024. The rise of ecommerce is having a constructive affect on industry progress. Companies equivalent to Nykaa launched a males’s portal known as NykaaMan with the intention to acquire market share within the increasing males’s industry. International cosmetics corporations equivalent to The Body Shop went from having one male product to having a dozen. Men started to hunt out merchandise that had been particularly designed for them, fairly than by-products of the ladies’s vary. As a results of this, the barbershop tradition is regularly gaining a foothold in India. The content material of males’s grooming startups has shifted from wanting enticing and attracting the other gender to feeling assured and looking out presentable. We’ve additionally seen some progressive advertising campaigns in recent times, equivalent to The Man Company’s #GentlemanInYou marketing campaign with Ayushmann Khurana, wherein he debunks gender stereotypes in a heartfelt poem. On his social media, Hrithik Roshan additionally refers to himself as a Beardo. To attain a bigger viewers, all the new Indian male grooming start-ups are investing in making an attempt to create robust model associations via content material advertising and influencer advertising. According to a current Mintel Reports examine, 45 p.c of GenZ males had been inspired to make use of merchandise by their male pals, whereas solely 23 p.c had been influenced by celebrities, 19 p.c by promotional presents, and 17 p.c by bloggers. So, whereas celeb and influencer endorsements help in model consciousness and funding in memorable content material aids in model recall, social circles have begun to dominate as an influencing energy. Brands are shifting their focus to group constructing and storytelling with the intention to convert clients into model promoters. We’ve observed that for the reason that reopening, much more clients are experimenting with appears they would not have tried earlier than COVID-19. Men who’ve historically worn deep fades and crew cuts are actually experimenting with longer hairstyles equivalent to prime knots and man buns. Following the COVID-19 lockdown, a better variety of our clients wish to perceive and educate themselves in regards to the merchandise they use, and we’re additionally seeing a shift away from styling merchandise and towards extra nourishing merchandise. The pandemic has offered our industry with a possibility, albeit an unwelcome one, to delve deeper and give attention to why we’re right here within the first place. On probably the most fundamental degree, The Lair, like all different salons and barbershops, sells haircuts and private grooming. The Lair’s expertise is constructed on buyer co-creation and constructive community results.
https://www.thehansindia.com/life-style/male-grooming-industry-sees-drastic-changes-post-covid-736327
