‘You look good’ signature woos men to grooming

Other companies also distribute their products through wholesale shops and supermarkets, although this method cuts the link between the seller and the prospective customer.

According to Mr Njagi, the men’s market is still pristine because the bulk of buyers is found among the urban’s young middle-income earners.

There is “a vast uncovered area especially in the rural areas,” a situation Mr Njagi says, offers manufacturers and marketers some elbow room to keep at arm’s “unhealthy competition.”

Aggressive marketing

Market research firms anticipate a fast growth in the segment, especially in areas where there is already a firm foundation and consumers were ready for a richer menu.

Says Mr Otin of Synovate: “Globally, the advertising spend in personal care products is expected to grow because of the introduction of new line extensions, and the growth in male products specifically, which are being marketed more aggressively today.”

Cosmetics firms appear headed for a rosy future since the economy is just recovering from a downturn that affected spending, condemning luxury items to a lukewarm market as families focused on basic needs.