Final work for "Analyzing Trends" at Parsons The New School for Design, Spring 2014.

1. The future of
M E N ’ S G R O O M I N G
Jean Wojciechowski & Wade Howard
Analyzing Trends | Tim Stock | Parsons The New School for Design | Spring 2014

2. H Y P OT H E S I S
Both Yummys (Young Urban Men) and Bros (Young, Educated Men) have become
interested in their appearance over the past several years. The boom in men's
fashion has shown us that like cosmetics are to women, grooming products are to
men. What is inside his medicine cabinet shows a level of knowledge previously
only attainable to the metrosexual man.

3. T R E N D F O R C E S
Economic environment1
2
3
Information disbursement
Story brands

4. T R E N D F O R C E S
Economic environment
Brazil adding over a third of the growth
to the men’s grooming category
William Reed Business Media SA
India in particular posting a 32% increase
Kline & Company.
Sales expected to rise by 16% in the U.S.
Mintel
The U.S. market increased almost 20%
over the past six years
Mintel
GLOBAL
In 2013, for the first time, men spent more cash
on male-specific toiletries than on shaving products.
GCI Magazine
In the year ahead, a further segmentation of men’s grooming
is expected, particularly in the developed markets.
GCI Magazine
BRICS and U.S.

5. T R E N D F O R C E S
Economic environment
CHANGES IN THE WAY MEN BUY
The male grooming space in global emerging markets has
grown on the back of rising urbanization, disposable incomes
and the tendency towards “individualism” versus more
traditional family-centric lifestyles.
Spire Research
As more male consumers begin to place emphasis on style
and fashion, brands should strive to tap this audience
through specific programs that develop awareness.
Luxury Daily
1985 25%
1998 52%
2004 69%
Spire Research
men’s goods bought
by men themselves:

6. T R E N D F O R C E S
Information disbursement
Today, anyone can broadcast—whether it be a distraught
mother or a crusading journalist.
Forbes
Faster than ever, individuals and brands can now
share thoughts and experiences with the world.

7. T R E N D F O R C E S
Story brands
Stories, unlike any other element, allow brands
to connect with customers on an emotional level.
Mashable
Today, the only messages anyone will see and hear
are the messages they choose to see and hear.
Story Worldwide
“Consumers want more than just pretty videos
and images from brands like Burberry, they want
to understand the story.”
Brittany Mills, vice president of client
solutions at Nervewire Inc.
Brands are no longer about just projecting an image.
Now brands are required to tell the narrative of who
they are and how they became that.

8. C U R R E N T E X A M P L E S
Economic environment1
2
3
Information disbursement
Story brands Shinola
Vianel
Harry’s

9. C U R R E N T E X A M P L E S
Harry’s
Like most of you, we’ve long had to choose between over-priced,
over-marketed razors that disrespect your intelligence, and low
quality, cheap razors that disrespect your face. We knew there had to
be a better way, so we created Harry’s as a return to the essential:
a great shave at a fair price.
C O D E S
Simplicity
Quality

10. C U R R E N T E X A M P L E S
Vianel
The VIANEL design philosophy is simple - create unique,
modern and functional accessories that reflect the essence
of downtown luxury.
C O D E S
Connection
Visible

11. C U R R E N T E X A M P L E S
Shinola
Shinola, a Detroit-based company that produces watches,
bicycles, leather goods and journals.
C O D E S
Effort
Care

12. S U B C U LT U R E
Hipster Style/ bearded men

13. Nicole Tyrimou, Euromonitor Beauty and Personal Care Research
S U B C U LT U R E
Hipster/ bearded men
Firstly, we have seen men’s shaving experience a slight
slowdown in its growth, and that’s mainly because of the new
trend amongst men, of a more unshaven and natural look.

14. BRIC growth1
2 Definition of 2014 men -
Yummys vs. Bros
High style vs. Function style
K E Y I N S I G H T S

15. K E Y I N S I G H T S
BRIC growth
Growth in the grooming market in developing
and emerging countries may lead to
diversi

16. K E Y I N S I G H T S
Yummys vs. Bros
YUMMY high style BRO function style
The Berluti artistic director Alessandro Sartori Harry’s razors

17. C L I E N T
Saturdays Surf NYC is a minimalism surf shop with
a namesake apparel brand, surfing goods, men's
grooming products and an in-store coffee bar.

18. C L I E N T
Opened stores in Japan
Hybrid retailing
Has partnered with
Baxter of California

19. Create a stronger narrative
around the brand
1
2 Keep it simple
R EC O M M E N D AT I O N S

20. K E Y I N S I G H T S
Create a stronger narrative
There is no more “us”and
“them” in men’s grooming
More than just aesthetics Portraying the brand as a living
thing with a history brings the
customer closer

21. K E Y I N S I G H T S
Keep it simple
Few clear choices
Making it clear what
each product does
while maintaining an
air of sophistication

22. Thank you