New Delhi: With an increasing number of men thronging saloons for variety of beauty treatments like manicures, pedicures and facials among other beauty enhancing techniques, cosmetic companies are now targeting the ‘untapped´ market for their products, men.
“We started out because as per our research, there was a great demand for male fairness creams. The market share of our cream is about 20%. Since, the overall fairness cream market is about Rs 275 crore, it means that a large amount of men are still using the fairness cream meant for girls,” says Mohan Goenka, Director, Emami Group, who were the first to launch an exclusive fairness cream for men.
“The market for cosmetics for men is growing in India,” he adds while pointing out that the company is all set to launch 18 new products within the next year, of which nearly eight would be exclusively for men. As part of its aggressive campaign to tap into the male cosmetics segment, the company has also signed up Bollywood actor Shahrukh Khan to endorse its fairness cream.
It is not only the fairness creams that men are buying,but, a growing segment of men are buying all products, ranging from body lotions to wrinkle free creams.
“All our cosmetic products are positioned in such a way that both sexes can use them. Earlier men use to constitute only 20% of our cosmetic clients but now they have grown to 35%,” says Rajat Banerji, of Amway, one of the largest direct selling FMCG companies in the world.