‘You look good’ signature woos men to grooming

Looking good is an industry. Not because of women, not because of men. It is for both.

Men are the new entrants — especially in Kenya — whose perception of beauty is changing and is helping in pushing the wheel of the industry.

Just as research is showing that advertising spend by cosmetics makers is growing, it is also not uncommon to spot men queuing to buy personal care products at shops in the streets on Nairobi.

“You look nice!” is a familiar signature in the streets, at the office, during dating outings, and even at family meetings. Also at church.

What with these compliments, beauty product manufacturers got free campaigns that is slowly bearing fruit as more men approve of ‘good grooming.’

And during special occasions like the Mothers’, Fathers’ and Valentine’s days, the budget for beauty products, unusually, goes up.

Market research firms say this is an emerging segment in Kenya, although it is still dominated by the upper-middle class who value perfumes and colognes as the macho feeling and image gets a new meaning.

“Men are appreciating grooming as compared to the past and this results from several reasons, among them the availability of information especially through travel and on the Internet,” says Mr Harry Njagi, the regional sales and marketing director at Oriflame, a Swedish beauty products maker with operations in Kenya.

Last month, Oriflame launched 24 fragrances and roll-on deodorants, six targeting men.

Mr Njagi says the products for males are gaining ground in Kenya and are “competing fairly” with those for women.

“‘Signature’ is a fragrance for men that is the most selling and is competing with the fastest selling products for women,” he says.

According to statistics from Synovate, a local research company, local companies spend millions of shillings in advertising spend for men’s cosmetics.

The year 2008 recorded the highest figures in ad spend, reaching Sh32 million; last year it hit Sh29.1 million.

This includes advertising spend for specific and merged brands.

“There is an increase in demand for male products, as the male grooming category grows. The competition among the male personal care brands is therefore increasing; hence the significant annual advertising spends,” says Mr Joe Otin, the media research and monitoring director at Synovate Pan-Africa.