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More and more men cosmetic brands are entering the market. If some brands are already in the market for years now, such as Gillette, created in 1895, some other brands are quite new and try to get a place in this big market, such as Monsieur Barbier created in 2013. Those new brands are mainly "digi brands", which means that they developed themselves only digitally.
So what really differs between those ancient giants and those new small brands ?
First, the target audience seems to be quite different. Established old brands like Gillette seem to attract more men aged 35+ whereas young brands like Monsieur Barbier seem to attract more younger customer between 17 to 35years old. Same for Horace created in 2015. The newcomer Bulldog, created in 2005 seem to have a wider audience, from 18 to 45years old men.
The product ranges between old and new brands are not so different but if we have a look closer on the products, we can see that new brands are way more innovative in terms of ingredients than old brands. With Horace for example, it’s not just mint and bergamote, but also green tea, area vera, eucalyptus..a large range of natural ingredients !
And if we talk about natural ingredients, let’s also raise the fact that young brands are much more dedicated to sustainability than old giants. It sounds a big contradictory since old giants should have more money to finance a sustainable change, but it seems that young brands really want their brand to be a game changer in the beauty care industry with free-plastic packaging, cruelty-free & vegan products.
The concept of beauty itself is also different from newcomers and old giants. If Gillette had a huge success promoting the men beauty as something very virile, the new brands on the market are changing the all game and try to debuild this idea that a men has to be virile and strong to be beautiful. In some old advertising men were represented by some let’s say « perfect men », from David Beckham to Bixente Lizarazu. Of course, it's not very representative of all men and that’s what newcomers wanted to change. The founders of Horace explained that the idea of the brand came from that. They couldn’t visualize themselves through those advertisements. That’s why with Horace now, they want to represent all men, not just handsome virile guys.
Old established brands should maybe review their strategies and find inspiration in what new brands are doing because it is really promising for the future of men cosmetics !
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