)
Home-grown Dabur India, on Wednesday, forayed into specialized male-grooming segment by launching OxyLife Men Crème Bleach.
The company has also entered into the professional male grooming market with the launch of a salon and parlour pack of OxyLife Men Crème Bleach.
“Men are increasingly becoming the drivers of growth for the Indian cosmetic market. Thanks to the rising influence of media and growing Western exposure, men are becoming more and more beauty conscious. As a result of this changing lifestyle, the male grooming market continues to grow at strong double digits,” Sanjay Singal, Marketing Head-Beauty Care, Dabur India, said in a statement.
OxyLife Men Crème Bleach will be available in a 15gm pack priced at Rs 40, and the 150gm parlour pack will be priced at Rs 125.
Male-grooming market in India is estimated at about Rs 3,800-crore, and the segment is expected to witness a 21% annual growth over next three years. Global market research firm Eromonitor has recently pegged the male grooming market at about Rs 5,200 crore in next three years.
While Dabur is the latest fast moving consumer goods company in India to enter the segment, companies like Nivea, Garnier, HUL, Godrej and apparel maker Raymond’s have been selling male grooming products for quite a few years now.
“Men are also turning out to big spenders in beauty salons & spas, not just in urban India but also in the hinterland. So with the special parlour pack, we will be among the first beauty companies to launch a specialised professional male grooming product,’’ Singal said.
Deodorant is the fastest growing product in the male grooming segment with a 46% annual increase in volume.
