I have heard of metrosexuals, lumbersexuals and spornosexuals…What are these designations? As male grooming trends continue to change, marketers quickly adopt terms to catch up with each new fad. The hair and grooming business is growing, and people and more and more hair and beauty salons are creating influence.
A metrosexual is a man who goes out of his way to look good and groom himself nicely, picking out his own skin and hair-care products- think David Beckham. The lumbersexual is a distant relative who sprung out with the advent of hipster culture. He is brawnier, more outdoorsy and sports a full luxuriant beard.
Although the lumbersexual is not as ‘vain’ as the metrosexual, he puts a lot of attention into his beard. The spornosexual, which is the latest of the three, is the self-obsessed man who combines his athletic features and dashing good looks to please himself. Cristiano Ronaldo is a typical example.
The value of the male grooming industry
As these breeds of men continue to emerge and evolve, there is no stopping the male grooming industry anytime soon. In fact, in 2015, the industry was said to be worth £7.1 billon and is tipped to double that figure by the end of this year as more confident men take it in stride to the salons.
The high-end men’s wear online retailer Mrporter.com, recorded a 300% growth in men’s beauty and grooming products last year. However, 2013 represented the marked boom in the industry; it was the first year men spent the highest amount on male-specific toiletries than on shaving products. No doubt, the growing popularity of beards had something to do with it.
Grooming trends worldwide
Worldwide, the flourishing markets for men’s toiletries are Brazil, South Korea, the United States, Germany, India and of course, the UK. In Brazil, 29% of male consumers have admitted to spending more time caring for their hair compared to six months ago.
“Men are becoming more and more knowledgeable about beauty and are paying more attention to their appearance, especially the hair,” says Elodie, a beauty buyer for Selfridges. However, she also maintains that women still have a significant role in the market, with many buying grooming products for their spouses and partners.
In the past, there was a stigma associated with men who were seen buying grooming products for themselves. The notion about ‘real’ men not wearing moisturizers may be a thing of the past, but it could also be the reason men are more likely than women to search for and purchase toiletries online. Mintel conducted a study that revealed the sale of men’s toiletries increased by 3.4% to £30 million in 2013, accounting for 5% of all retail sales that year.
Influence of celebrities
Do celebrities influence the average man’s grooming habits? With influencers such as David Beckham and Cristiano Ronaldo flaunting their metro- and spornosexual lifestyles, it’s no surprise more men are becoming confident about their vanity. A survey revealed 13% of men claimed they were inspired by celebrity influencers who groom.
Others such as David Gandy and Joey Essex are also notable inspirations for grooming. No doubt, the industry is in a boom, and there’s no sign of slowing down soon.
