BATAVIA — It’s a beautiful time to be a man — or at least to market to men — as personal-care marketers rev up for what looks to be the biggest array of product launches for men in nearly a decade and maybe ever.
Procter & Gamble Co. recently has reorganized its beauty-marketing ranks largely to help capture the growing potential of the men’s market, and recently got San Antonio-based supermarket chain H-E-B to try a men’s personal care section. Unilever has made men the focus of its biggest 2010 launch for its biggest personal-care brand, Dove. Unilever sees a $700 million opportunity to grow the men’s personal-care market in categories where it competes — essentially personal wash, hair care and deodorants — a market currently measured by Nielsen at $2.1 billion that the marketer expects will hit $2.8 billion by 2012.
Then there’s P&G’s Gillette and Energizer Holdings’ Schick, going head to head with near-simultaneous launches of razor systems or major upgrades, expected to spend a combined quarter of a billion dollars marketing those launches alone.