Money pressures are already affecting the men's razor market; 7.5% of all launches in the past five years adopted an economy positioning, up 115 percentage points over the period. More than a quarter (26%) of American men who shave/remove hair at home say they would switch to a lower-cost product/brand if they had to cut back their spending, while 29% would switch to a longer-lasting product or brand and 38% would make their razors or blades last longer.
The need to economise may reignite the need for products that care for beards and/or moustaches. It may also drive fresh collaborations between male shaving and skincare brands. Meanwhile, mass brands like Ocean by Bath & Body Works Beard & Scruff Cream are combining claims for enhanced care of facial hair with functional and sensorial skincare benefits. The cream is said to ‘nourish facial hair and leaves skin feeling soothed’ and is clinically tested to moisturise skin for 48 hours.
Razors are also tapping into the trend for dermocosmetics. Dermatologically tested razors now represent 7% of the men’s market, helping to reassure and respond to consumer need. In the US, for example, 15% of men who use razors look for dermatologist approved as a feature - not far behind the 20% of US female shavers who look for it.
Skincare benefits can go even further for razors. Dollar Shave Club’s Acne Friendly Razor is not only dermatologically tested but also specifically angled for breakout-prone skin, including a lubricated strip enhanced with hyaluronic acid and a pivoting head which ‘helps navigate tricky areas on acne-prone skin’. Products like these can effectively pull in both younger users and older consumers with lingering breakouts.