By  on June 19, 2009

The days when shaving constituted the beginning, middle and end of a grooming regimen are long gone, as more and more men adopt a multitiered approach to maintenance. When it comes to the men’s market, shaving is not the only game in town. Marketers have many balls in play when looking beyond traditional categories to grow sales. “A lot of companies are going after men under the recognition that men have been underserved,” says Chip Bergh, group president of global male grooming for Procter & Gamble’s Beauty & Grooming division, overseeing the Gillette, Braun, Old Spice, Tag and, most recently, The Art of Shaving men’s brands, who adds retailers are supportive of vendors driving the male opportunity despite the recession. “Men make up about 50 percent of the global population,” Bergh continues, “but the men’s market is only one-fifth of the women’s market.” Citing Euromonitor International data, he notes the men’s market is roughly $43 billion a year worldwide, while the women’s and non-gender specific market is about $230 billion. “There’s big upside growth potential,” he says. Many feel the timing has never been better, with men becoming increasingly aware of the benefits of a more nuanced grooming regimen.

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