MAN

NO1 2016

MAN the magazine reports on the business of men's grooming for the professional barber or men's hairstylist, including popular hairstyles, products and men's grooming services.

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P R E M I E R E 2 0 1 6 I M A N I 29 AT THEIR SERVICE In the age of the selfi e, it isn't surprising that millennials are paying close attention to their appearance. "Younger generations remain more focused on crafting their hair style and putting in the time and effort to achieve their desired look," says Charlotte Libby, senior beauty analyst at Mintel, adding that today's men "take more pride in their appearance and hair condition." David Serrano, accounts manager for Perma Brands (permabrands.com), a wholesale distributor of more than 20 premium men's grooming and shaving lines, has watched the growth of the male sector and sees nothing but more of the same ahead. He attributes this to a kind of paradigm shift. "Men's grooming is now considered part of taking care of oneself; it's about hygiene, regimens and enjoying good health," he explains. "Millennials are very aware of themselves, and millennial males are demanding the same options in grooming that women have had for decades." And, with so many resources at their disposal via technology, these guys can be exceedingly picky. Young, trend-conscious male consumers have been especially receptive to the recent resurgence of barber culture, fl ocking to shops that are expanding on the original business model. "Today's barbershops aren't just giving haircuts," Serrano points out. "They're styling, shaving, providing manicures and skin care, and products." Of course, barbershops already have a fi xed male clientele, whereas the typical U.S. unisex salon or spa still serves way more women than men. So when it comes to 20-something males, salon professionals are looking at tremendous potential to elevate their businesses. BOYS WILL SPEND In 2015, a EuroMonitor International Report noted that U.S. men's grooming sales were projected to surpass $6.5 billion in 2018. How many of those dollars will come from millennials? Nobody knows yet, but this generation is just now gaining its career footing and entering its spending years. And, not by coincidence, innovatively formulated and packaged men's grooming lines are exploding with specialized SKUs for hair, beard, skin and body. "Today's millennial men are open to all kinds of products," says Serrano. "And the global economy provides unlimited choice." Expect this generation's unprecedented awareness of social, political and environmental issues to factor into their purchase decisions. Retail experts say we'll continue to see more natural, plant-based ingredients in men's products, and questions from consumers regarding the use of animal testing and recyclable materials. Whether your salon or barbershop uses and retails earth-friendly products could determine its appeal to millennial clients. Not only is this young generation of males ready to invest in personal care goods, but studies show that many of them actually enjoy the picking and choosing process. "Shopping is therapy, it's social, it's solitude," points out Jill Sands, consultant at Merch Media (merch-media.com). "The Starbucks philosophy of 20 years ago was to create your 'third place.' You have your home-place, your work-place and your third place, where you can go without any pressure." For millennials, says Sands, brick-and-mortar businesses can be that place. If adjusting to the new millennial infl uence sounds like too much work, take heart. All of the research on men's versus women's buying habits points to the tendency of males to be more brand-loyal. So, when this challenging new breed of consumer fi nally does fi nd something he likes, he'll tend to stick to it. At least some things don't change. are demanding the same options in grooming that women themselves, and millennial males Millennials are very aware of have had for decades. GETTY IMAGES

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