Masculine Appeal
4 minute read
Makers are crafting more bath and body products for men, as they enjoy pampering just as much as women do. Yet when it comes to shopping they may require some assistance in finding just the right product. Retailers can capture sales by highlighting merchandise in a way that is easy to peruse and purchase. Read up on trends, top-sellers and display advice from some makers, and wow the men with offerings and helpful information in this category.
Dionis’ men’s line offers a Hydrating Body Moisturizer and Hand & Body Cream. “Men want body treatments too. Men are looking for simple, lightweight and something that smells good. They want to keep hydrated and repair that dry skin,” she said. “It’s a rich and creamy application to keep skin feeling moisturized at all times with no greasy residue.”
B.Witching Bath also offers a variety of products with a masculine focus. “Our collections include lotions, shower gels, shaving and therapy-based products,” said Barbara Bruce-Ross, president and CEO. These products contain organic ingredients and essential oils and are manufactured in a USDA organic-certified lab.
Clean personal care items are on tap at Rinse Bath & Body, where it offers Beer Soaps, beard products including a soap, oil and balm, and Peppermint Shave Soap. “Our line was designed with everyone in mind, so our packaging design tends to appeal to everyone, but we know men like products made specifically for them, so we have some of those too,” said Heather Swanepoel, Rinse Bath & Body founder. “A specific scent collection called Rugged, which includes soaps and skin sticks, is popular. And overall, beard and facial care products are popular — we don’t see that changing any time soon.”
Product offerings are important, but so is the olfactory appeal. The freshness theme is gaining momentum according to B.Witching Bath. “Men are looking for scents that resonate with nature, and are showing more of an interest in fresh air, ocean blended scents, such as Waves & Driftwood, and a touch of spice,” Bruce-Ross said.
Dionis also noted pure scents are a draw. “Fresh and clean is in, especially musk and cedar wood scents,” Minsky said.
Subtle fragrances are also emerging, according to Rinse Bath & Body. “We are working with a lot of warmer and personable scents for both men and women in 2020,” said Swanepoel.
Walton Wood Farm also noted “gentle fragrances that don’t overpower other people’s personal space — peppercorn, vanilla, and bergamot — are popular.”
2020 Trends
Karen Minsky, brand manager for Dionis, explained it created a men’s line that offers moisturizers and creams due to the market demands in this category. Although shaving products are still big, this year Minsky said moisturizers take the lead in popularity.
Dionis offers men Hand Cream, Moisturizing Hand + Body Cream and Sole Soother.
Rinse Bath + Body offers a Beard Kit for men’s grooming needs.
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Leslie Bradford-Scott, CEO for Walton Wood Farm, noted men’s grooming, “manscaping” and fragrance offerings are a good revenue source. “Our eye-catching labels and packaging are designed to appeal to women who buy gifts for men,” she said. “Hemp seed oil, as an ingredient, is a hot ticket in men’s personal care. It’s an anti-inflammatory and has moisturizing benefits.”
Men Don’t Stink Soap, Gentleman Shave Soap, and Date Night Solid Cologne from Walton Wood Farm are paired up in ready-to-go gift bags.
Bamboo Handle Shave Set from Harry D. Koenig & Company. Inc.