Home Blog Beard Oils: The New Aftershave

The NPD Group Blog

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

Jul 27, 2017

Are Beard Oils the New Aftershave?


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



Stay current in your industry
SUBSCRIBE

Related Blog Posts


Dramageddon: When Beauty Influencers Turn Ugly
Dramageddon: When Beauty Influencers Turn Ugly

NPD Group Beauty Industry Analyst Larissa Jensen examines just how much impact the antics of beauty influencers - using their platforms to stir up drama - can have on how well their promoted products do in the short- and long-term.

The Growing Importance of Beauty Consultants in a Digital World
The Growing Importance of Beauty Consultants in a Digital World

Market research beauty analyst provides insight into the impact that beauty consultants have on in-store shoppers and retailers in the UK

Gender Fluidity in Makeup
Gender Fluidity in Makeup

Inclusivity, representation, and equality – in the beauty community these words are becoming as common as attractive, sexy, and feminine used to be. We are observing an increasing number of brands relying on male brand ambassadors and influencers to promote cosmetics.

Make-up applicators: the shining stars of the French beauty market
Make-up applicators: the shining stars of the French beauty market

The total value of make-up sales in France declined in 2018, but sales for make-up applicators, which includes brushes and sponges (amongst others) increased 19%.

Subscribe to our blog

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.