LAGUNA BEACH, Calif.--(BUSINESS WIRE)--Following an overwhelmingly positive response to its 2018 expansion into men’s hair styling and body care, grooming company CREMO® will continue to grow beyond its classic men’s shave and beard care line, offering even more innovative hair, body and skincare products in 2019. Its most recent launch of men’s hairstyling products – including styling cream, matte cream, thickening paste and shine pomade – and men’s body care, with five invigorating scents of body wash, plus its first collection of soap body bars, and men’s solid and spray colognes – resulted in a growth rate for CREMO in 2018 of 56 percent, to more than $75 million in retail sales.
Hailed for its astonishingly superior shave cream, CREMO’s successful expansion in body and hair care is supported by growing demand in the men’s grooming marketplace, and the fact that now more than ever, men have taken a greater personal interest in overall grooming. Recent research* shows that the concepts of beauty and masculinity have shifted – where being well-groomed, physically attractive and appearing professional greatly matter more to all men, but especially for millennials. In fact, more men overall will groom their facial hair daily (60 percent), and more men between the ages of 33-40 continue to care about their grooming needs (56 percent). Additionally, men around the world are spending more on male skin care (86 percent growth). Illustrating these latest grooming trends, men’s grooming product sales are projected to top nearly $5 billion in 2022* in the U.S. alone.
“Today’s men want more grooming choices beyond the traditional offerings. They expect diverse options that address the varying styles and needs of men,” said Matthew Biggins, CEO and President of Cremo Company. “The positive response to our expansion into hairstyling products, as well as our new body washes, soaps and fragrance this year, has led to our continued growth online as well as at retailers like Target, Walmart, Walgreens and CVS. Men are moving beyond the basics of grooming and seeking high-quality hair care and specialized skin care, and those are key areas where you’ll see CREMO continue to develop in 2019.”
In addition to proving the popularity of its newest products through increasing online sales, CREMO has grown even faster through its presence on brick-and-mortar shelves, which is still the preferred place to shop* for grooming products for the majority of consumers. Additional trends identified by the grooming curators and innovators at CREMO include:
1. Diverse Consumer Interest Is Driving the Men’s Grooming Market
More men are turning to the internet as a source for grooming inspiration and education, whether for reviews on specialized products that cater to a particular hairstyle, or for expert tips, tricks and tutorials on how to tame a specific type of hair or address other men’s grooming issue. While the interest and research is strong online, they do, however, prefer to go to retailers for purchase. Retailers have noted the uptick in interest and continue to expand their offerings for men in store through the addition of products and brands to address the varying needs of men. “Social media is relied upon more and more for grooming ideas and solutions,” noted Biggins. “We’ve loved contributing to the problem-solving of grooming by working with a diverse group of influencers and barber partners on helpful grooming posts, how-to videos, and shared content for our online grooming blog.”
2. More Scents without More Cents: Men Are Looking Beyond the Basics and Want More
Research shows the top qualities* that today’s men want to portray are “healthy,” “handsome” and “laidback,” and that smelling good is as important as looking good. “Guys want more options overall, whether it’s scent or functionality, but not necessarily at a premium,” added Biggins. “CREMO is all about providing a variety of thoughtfully curated, high quality products at an accessible price point.” While in the past year, CREMO introduced several varieties of its uniquely scented body bars, solid cologne and spray colognes, the brand is on track to offer even more great scent options in skincare and body care in 2019.
3. Grooming Inspiration Comes from Abroad and Home
As American men begin to put more thought and care into their grooming, they’re catching up with the progressive style and grooming trends in other countries, such as the UK and France. The most recent grooming inspiration has come from Korea – with male consumers seeking more male grooming products are responsible for 10 percent of Korea’s $9.8 billion-dollar beauty industry**. “More than ever, men are paying attention to global style and grooming trends,” said Biggins. “Whether it’s sports, pop culture, entertainment, or business interests, men are more exposed to the styles of the world around them, and we’re equally influenced by international trends and those in our own backyard. Expect to see some of these international influences in some of CREMO’s exciting new product offerings in skincare.”
About CREMO
As the fastest growing men’s grooming company in the U.S., CREMO offers a full line of shave, beard, hair and body products that deliver astonishingly superior results. CREMO’s category-defining products are made by an experienced team of chemists and curators who are experts in skin care. We are committed to developing superior performing CREMO products that use the best ingredients to deliver noticeable, dramatic results.
More information about CREMO products may be found online at http://cremocompany.com. CREMO is also on Instagram @cremocompany and Twitter at http://twitter.com/cremocompany and uses the social media hashtags #cremo and #cremocompany. Press inquiries or product requests may be directed to Jessica del Mundo at jessica@10storyhouse.com or press@cremocompany.com.
*Mintel Report
2017
**Asia-South Korea: Male Grooming Marketing Report
2017
