How does it look when you go in store?

In order to follow the analysis made by Qiuning in her article offline VS online, I wanted to have a better knowledge of the market and see which brands rule the market, so I

decided to go to the store. For that, I chose 3 supermarkets: Casino, Leclerc and Monoprix.

Broadly speaking, we can noticed that the men's department is much more developed at Monoprix and Leclerc, offering generalist brands but small novelties as well as a wide range of choices: from beard scrub to facial cleanser.

Regarding razors and blades, the big winner in the 3 large-scale retailers is Gillette, alone representing at least 70% of the shelf. With this wide choice of blades and handles, the consumer is, I am sure, almost even a little bit lost.

At his side, still in this same category, we find the sword brand Wilkinson, Bulldog with its bamboo razors and the private labels.

Still in connection with shaving, other brands stand out with attractive packagings at Monoprix and Leclerc like King c Gillette, known as the premium of Gillette, Blondépil homme, Au Poil or the classic Mennen, l'Oréal Men Expert and Nivea men.

When it comes to products such as face creams or other care, the Casino group's strategy is rather to offer fewer products of a brand to exhibit a wide variety of different brands. We can find: Axe, the L'Oréal Men expert, Mennen, Bulldog…

While at Monoprix or Leclerc, the strategy is different, the men's section is already larger, offering several products from each brand.

To conclude, we can remember that Gillette is well represented in the three stores and that some stores begin to offer interesting visibility to new brands arriving in the men's cosmetics landscape (Bulldog and others).

Pauline Nortier