Covering growth in men’s skincare, as well as the challenges that the grooming industry as a whole face in terms of tapping into the booming men’s toiletries sector, COO of Mënaji Worldwide, LLC, Pamela Viglielmo, will speak to the emerging market of men’s cosmetics, which has globally risen to generate $17.5 billion in revenue.
In turn, as Chair of ICMAD’s Education Committee, Ms. Viglielmo will also lead a group of industry experts that will address The Entrepreneurial Playbook: Competing Against the Big Boys. ICMAD is a cosmetic and personal care trade association for entrepreneurs dedicated to providing programs and services to creative and innovative companies to help them succeed in the rapidly changing, highly competitive cosmetics and personal care industries.
Ms. Viglielmo is also a featured speaker on Today’s Customer-The New HBA Demographic Targets in the USA, where she will talk about The Men’s Market: Today’s Global Grooming Guy.
The bottom line is that there is room for strong market growth. Studies have shown that 70% of men between the ages of 18-24 use men’s facial skincare products though 90% of men spend less than half an hour getting ready in the morning. This ‘growth potential’ is an incredible opportunity for an industry, where it is often thought to be impossible to develop a newfound market. “Our brand is truly the category creator within a sector of men’s grooming, and it is always fun to review how our brand has not only spearheaded the category growth, but also how Mënaji Skincare has developed a global customer base within the greater context of this industry” states Ms. Viglielmo herself.
“We are thrilled to have been asked to make a presentation on the men’s grooming market,” she further states. The challenge with regard to market growth, particularly that stemming from men’s inherent insecurities of using beauty products, is how to market products geared for men when approximately half of the purchases are made by women? It is the classic “customer vs consumer” dilemma that Ms. Viglielmo will address, among other challenges that will be among the talking points of her presentation.
While there are success stores as to how best to advertise skincare and cosmetics to men, the results have not yielded the breakthrough to the overall market dominance that is held by their female counterparts. “Men still need heavily marketing in order to influence their lifestyle buying habits and try new products.” In turn, as men realize that taking better care of their overall health and appearance will keep them looking younger and on top of their game; more men are getting on board. The desire for sex appeal, as well as the continual need to compete and succeed professionally, are two of the biggest driving factors that has the men’s grooming market truly booming — from the USA, to the UK, Brazil, India, and South Korea. “Men are looking to for any possible edge to compete amongst their fellow male peers in regards to not only sex, but their ability to succeed in the work place. Studies show this. We are in the right place at the right time” Ms. Viglielmo voiced.