Good looks, pampering for men.(Merchandising; interest in male grooming industry trend)

Mass Market Retailers March 22, 2004 NEW YORK — The increasing feeling among men that good looks and good health go together is driving sales of electric razors, say experts on the category.

Men’s desire for a close shave that also treats their skin well is behind the phenomenon, say the experts, explaining that the macho appeal of a wet shave is waning as men increasingly appreciate the comfort of an electric shave.

“The razor wars are in full swing,” comments Steven George, director of marketing for Norelco Consumer Products Co., which has just launched the Cool Skin Shaving System. The system promises a shave that is as close as a blade’s but with less irritation.

“Cool Skin,” he adds, “is the latest chapter in the razor wars.” The introduction meshes with men’s heightened concern with how they look and feel, says George. Men have been freed to relate their overall well-being to their appearance in ways they never could before, he says. this web site facial hair styles

Such shows as “Queer Eye for The Straight Guy,” have exposed men’s vulnerability to not keeping up with fashions, he says.

Other evidence of the trend is the emergence of upscale barbershops and spa/boutiques for men in New York and Miami.

“That used to be the territory of women and now mainstream society is giving men permission to go there,” says George. go to web site facial hair styles

In that same vein men are increasingly purchasing skin care products for their distinctive needs. Skin care lines under the Nivea (Beiersdorf Inc.) and Neutrogena brand umbrellas are among those targeting men.

“Cool Skin plays very much into that,” George comments. “It’s about a close and comfortable shave, but it delivers an experience as well–a revitalization and rejuvenation of the skin.” The appeal of electric razors is borne out by sales data from ACNielsen. Volume of electric razors in food, drug and discount outlets excluding Wal-Mart Stores Inc. jumped 7.8% to $407 million in the year ended February 21, according to Nielsen. That is a dramatic turnaround from the prior year, when sales fell 2.3%.

Helping fuel the growth, says George, is the adventurousness of young athletes and hip-hop artists with facial hair styles.

“It’s very flexible,” he says of their experimentation. “You can have one look one day and then shave it off.” The tendency to rapidly change styles is reflected in sales of trimmers, which have grown tremendously over the past few years, George notes.

In recognition of that trend, Norelco is rolling out the AccuVac Beard & Moustache Trimmer, combining personalized trimming settings with the convenience of no cleanup.