Home Blog Beard Oils: The New Aftershave
Jul 27, 2017

Are Beard Oils the New Aftershave?

Subscribe to our blog

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



Stay current in your industry
SUBSCRIBE

Related Blog Posts

Tagged: Beauty


The Face of Beauty in this New Decade
The Face of Beauty in this New Decade

What trends will shape beauty in the 2020s? Larissa Jensen expects that makeup will make a comeback; interest in natural skincare will continue, but growth will slow; and sustainability will take center stage.

Will this Holiday be a Beauty?
Will this Holiday be a Beauty?

If history repeats itself, U.S. prestige beauty’s sales performance during the holiday season will be the opposite of how the market performed in the first nine months of the year. This means we should see a solid Holiday 2019 performance for the industry.

VSCO Girls: How A Consumer Group Born on Social Media Has Cross-Industry Implications
VSCO Girls: How A Consumer Group Born on Social Media Has Cross-Industry Implications

The VSCO girl subculture took hold this summer and has created opportunities for products and brands in a variety of industries including apparel, beauty, fashion accessories, footwear, sporting goods and technology. We asked our industry analysts to weigh in regarding the implications and opportunities for their industries.

The Price of Perception
The Price of Perception

As we enter the holiday season, beauty products will likely be a gift of choice for many people. While hot deals have become a holiday shopping staple, prestige brands and retailers must strike a balance between offering value and staying true to their heritage.

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

© The NPD Group, Inc.