Home Blog Beard Oils: The New Aftershave

The NPD Group Blog

Insights and Opinions From Analysts and Experts in More Than 20 Industries

Are Beard Oils the New Aftershave?

Jul 27, 2017

Beauty

As a kid, I used to watch my dad shave his face. I especially loved it when he would clap his face with aftershave, look into the mirror and say, “Damn, I’m handsome,” signaling the completion of his manly ablutions. I once watched my husband shave his face, but his ritual lacked the panache that my dad’s did. The childish merriment was gone. I later realized he didn’t do the triumphant slap of aftershave. Actually, he didn’t use aftershave at all!

Sadly, aftershave within prestige has experienced declining sales for the past few years. The last 12 months saw dollar and unit sales down -11 percent and -8 percent, respectively.* One thing that could be affecting the sales of aftershave is the rise of men sporting facial hair. It has been reported that more than half of American men ages 18-34 have a beard or stubble, and thereby not needing aftershave.** NPD’s fragrance consumer survey, Scentiments, shows that almost three in 10 men have cited that they have used more fragrance in the past year because they have a new grooming routine. The key would be getting whiskered men to incorporate something fragranced into their grooming routines.

I’ve been noticing a few brands introducing beard-related items into their lines, like beard oils and softeners. The number of introductions in the market has quadrupled since 2014. While still small in dollar sales, (less than 1 percent of the men’s prestige market), these products have increased sales by 10 percent.* Furthermore, 54 percent of men ages 18-34 want a scent that others might be able to smell on them or be barely noticeable.*** In other words, they prefer a fragrance that can only be experienced while standing within their personal space. Scented beard oils and softeners fit the bill as they are more subtle in strength.

Fragrance can certainly become more innovative by introducing new formats that will nicely dovetail with the lifestyle changes of its consumers. Changing with consumer habits is the only way we as an industry will stay current and relevant. 

*Source: The NPD Group, Inc. / U.S. Prestige Beauty Total Measured Market, 12 months ending June 2017

**Source: Mintel.com

***Source: The NPD Group, Inc. / Scentiments: Scented Mind 2016



Related Blog Posts


Merry and Bright for Beauty
Merry and Bright for Beauty

With over a week until Thanksgiving, the holiday season is already in high gear. Given the huge success of the U.S. beauty market last holiday, what can we expect from this one?

Perfumers Become Superstars
Perfumers Become Superstars

While fragrances had become objects of consumerism, perfume makers are stepping into the spotlight and garnering attention, as consumers today are showing heightened interest for understanding, learning, and honoring the creative process of perfume making.

Hair Gets Social
Hair Gets Social

Hair care is the smallest piece of the U.S. prestige beauty market, but growing at more than twice the rate. While makeup and skincare have been changed to the greatest extent because of social media, hair is joining in with brands including Olaplex and Playa.

Are Men the New Scent Aficionados?
Are Men the New Scent Aficionados?

Men in the U.S. are increasingly investing in fragrance. As Father’s Day approaches, the opportunity is ripe for brands and retailers to entice the purchase of men’s fragrances.

Newsletter

Subscribe and get key market trends and insights relevant to your industry each month.

We will not sell your information. View privacy notice.

Follow Us

Privacy Notices.

© The NPD Group, Inc.