Licensed properties of all types, from celebrities to characters to corporate brands, continue to enter the men’s grooming and toiletries market.
Since we last covered this topic in October 2015, new deals announced in the category have included:
• A Ryan Seacrest-branded skincare line to launch in late 2016, in conjunction with Lancer Skincare. The deal not only marks Seacrest’s entry into the grooming category but also Lancer’s entry into the men’s market. The company has previously focused on skincare products for women.
• A Mentos line of men’s bath foam, liquid soap, hand cream, deodorant, and wet wipes, licensed by Perfetti Van Melle to GS Converting in Italy and introduced to the trade in March 2016. Perfetti also has toiletries lines for women under both the Mentos and Chupa Chups brands.
• A limited-edition line of men’s grooming and styling products tied to Elvis Presley, produced by Revlon Professional Brands’ American Crew label and licensed by Authentic Brands Group.
One of the reasons for licensors’ interest in this category is its strong recent sales growth and equally robust growth prospects. Technavio estimates that male grooming products will see a compound annual growth rate globally of 7.6% through 2019. Other researchers, such as Mintel and Euromonitor, offer a similarly rosy picture, while retailers and marketers active in the category also report strong and rising sales.
At the same time, despite the spurt of licensing activity over the last year or so (on top of sporadic examples over the past five years), men’s grooming remains relatively untapped when it comes to licensing. The category still offers white space for property owners with relevant brands.
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