Male beauty products have been in the spotlight for a long time now: more and more men care about their appearance and they are increasingly informed and know what they are looking for. In fact, according to Allied Market Research, men’s personal care and beauty market is expected to reach $166 billion in 2022. When searching for the best hair inhibitor, they demand a product that provides multiple and effective benefits with minimal effort from their part.
But this is not all; eco-conscious and sustainability trends have also reached the male wellness and beauty market. These shifts point towards the same direction: the male beauty market must be reframed, and brands must respond with adequate products.
Grooming body hair has become widespread and the main concern for many men, who are looking for alternatives to shaving. In fact, 20% of men aged 15 to 90 in the United States and 50% of men in Germany of the same age shave, wax, sugar or trim hair below the neck. For men between 24 and 34 in the U.S., the number jumps to 30% and in Germany, the number reaches 40% among men between 20 and 34 years of age, with numbers still rising. Telocapil has proved an effective solution that responds to current market trends.
Moving forward in the male beauty market: The case of the best hair inhibitor
Perceptions around male body hair have shifted during the last few decades. In fact, a survey conducted by OnePoll on behalf of BAKblade found that 55% of men who participated felt “embarrassed” about their body hair. This leaves brands with a huge opportunity to fill within the market. However, there are certain keys to consider in order to study how to advance this market. The launch of Telocapil offers many lessons to be learned.
1. Develop hybrid ‘all-in-one’ formulas
Engaging and fitting formats are the way to go. This responds to male consumers’ demands, who are searching for convenient formulas that will maximize the effects with the minimal steps needed. Following this idea, companies are experimenting with products that combine hair inhibitors with moisturizing power. Meanwhile, mess-free formats, which are easy to use are also being developed: portable sticks or lightweight powders have proven to be effective.
2. Innovate in product formats
Format innovation can be inspired by what’s been done in women’s segments, which have been transforming over a longer period and for many decades. Companies are looking for new ways in which to present products and it’s possible to be inspired by female beauty brands, face sheets, micellar waters or sticks that have been developed.
3. Address the demand for natural and sustainable products
The appeal of natural and organic products is perhaps the greatest source of innovation. Across different markets and industries, consumers are demanding a natural and sustainable approach to products. This is particularly true for those industries where the use of chemicals has been widespread, as is the case of the beauty industry.
Again following this trend, Telocapil provides an alternative to shaving produced from the leaves, bark, and flowers of Myrica cerifera L, more commonly known as wax myrtle, native to the USA. This formula responds to the growing public demand for ethical cosmetics, which is being addressed by using plant-based, ethically sourced ingredients and which doesn’t cease to grow: according to a report by Grand View Research, the global market for vegan cosmetics will be worth $20.8 billion by 2025.
Telocapil acts preventing stimuli that boost follicular growth during the anagen phase of hair cycle. As a consequence, this action reduces the amount of hair and impairs its quality, eventually reducing the need for shaving in a natural and organic way.
4. Try bespoke products
Brands have also been successful in developing bespoke products that target specific grooming needs. Customization and self-expression through different parameters are succeeding, from packaging to solving the needs displayed by different target groups. In the case of the hair inhibitor products, some companies are offering solutions to applying specific contexts, such as after liquid laser treatments or waxing. Other brands have decided to generate different products for facial hair and body hair.
5. Shaving and deodorants: It’s functionality that is driving new products
For many years, the male beauty market has been driven by the very functional categories of shaving and deodorants. However, a gap exists for more convenient formulas that will boost new product development.
This is the case with Telocapil, which decreases hair follicular growth, causing parts of body hair to never grow and other parts to grow to a lesser degree. Thus, applying Telocapil becomes one of the most convenient tools to control body hair: it acts directly on the hair cycle reducing the amount of body hair and eventually reducing the need for shaving.
The male beauty market is crying out for this sort of solution, which is not only effective in the short term but also promises consumers functionality while containing natural, sustainable, ethically-sourced ingredients.