Men's grooming goes multicultural

Drug Store News,  Oct 10, 2005  by Antoinette Alexander

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Manufacturers increasingly are formulating products to better meet the personal care and beauty needs of ethnic consumers, and men are no exception.

Looking to tap into the growing men's grooming segment, Barc LLC has created a complete skin care line especially designed for African-American and Hispanic men.

Following the July launch of a razor-bump relief product called Bump Down, the company is rolling out in January five additional SKUs: Cutting Up shaving cream, All Over body cream, Game Face face lotion, Smack lip moisturizer and All Over face and body wash.

The products, which will be sold at independent, regional and mass market chains, have ingredients specially formulated to complement the genetic makeup of various skin tones. The moisturizers contain no whitening agents or SPF, which can leave a chalky residue on the skin.

Also looking to reach male African-American shoppers is Unilever's Axe brand. The company recently hired AMP Agency, an Alloy Media + Marketing Co., to be its African-American Promotional Agency of Record.

The agency will support African-American marketing pro,grams and will serve as a consultant to Axe s consumer research to offer insight and develop programs that will resonate with African-American men.

Driven by the metrosexual revolution, men's skin care grew 13 percent to $59 million in 2004, according to NPD Group. Thus far, the men s grooming trend has focused mainly on general market products versus ethnic.

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