Licensed products have been slowly growing as a presence in the men’s shaving and grooming industry over the past four to five years, although they still represent a small slice of the business.
Examples are diverse, ranging from entertainment/character properties (such as Popeye and Turner Classic Movies, both with Razor MD) to celebrities (Carmelo Anthony with Johnson Products and Mario Lopez with Boldface Licensing and Branding, for instance).
Some deals are extensions within the grooming category, as was the case when Unilever’s Axe body spray brand partnered with Schick and Philips Norelco for razors.
Meanwhile, a connection between men’s grooming and beer has been in the news over the past few months, as Carlsberg launched shampoos, conditioners, and lotions with its ad agency Crispin Porter + Bogusky and, conversely, British grooming brand The Bluebeard’s Revenge partnered with Hunter’s Brewery for a pale ale in the U.K.
Makers of men’s shaving and other grooming products also serve as promotional partners for licensed properties, of course. Ubisoft’s Assassin’s Creed video game brand has been the focus of tie-ins with Edge Shave Gel, for example, while skateboarder Paul Rodriguez and artist Mister Cartoon have paired with Axe.
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