FRANCE. The burgeoning men’s cosmetics market is poised for a major push as Lancôme prepares to enter the male skincare arena – and the tax-free channel will be the first beneficiary.
Lancôme Homme will be pre-launched exclusively in travel retail worldwide from July.
The introduction bears witness to how the prestige men’s grooming sector has evolved in recent years. In 2002, sales of men’s products rose by over +12% in travel retail, to US$1,051 million, according to Generation DataBank. And retailers and suppliers alike believe there is still plenty of untapped potential in the category.
Given the L’Oréal group’s sustained success with its Biotherm men’s range – and indeed the group’s women’s skincare portfolio – Lancôme’s long-awaited introduction is an obvious step. As consumer demand continues to rise, more and more major players are entering the sector. For example, Lancôme Homme follows hard on the heels of Clarins Men, which launched last year; in turn Japanese house Shiseido will unveil its new men’s line this September.
The Lancôme Homme basic range features nine products: Invigorating Cleansing Gel; Smoothing Shave Foam; Active Smoothing After-Shave Treatment; Smooth Face Scrub; Ultra Soothing After-Shave Balm; Complete Revitalising Treatment; Anti-Fatigue Eye Treatment; Smoothing Shave Gel; and Recharging Moisturizer. All have been designed to address the eight key characteristics of men’s skin versus its female counterpart: for example, male skin tends to be oilier, thicker and more acidic. Recommended travel retail price points range from €15.20 to €32.86.
As part of its pre-launch research, Lancôme questioned nearly 2,000 men from around the world about what they did and didn’t want from a men’s skincare range. Consequently, Lancôme Homme offers convenience (in terms of packaging); sobriety (in terms of colour and design); discretion (in terms of fragrance); and pleasure (in terms of texture).
Lancôme Homme will be launched into European travel retail from July; Americas travel retail from August; and Asian travel retail from September.
In addition to the basic range, the company has created two Discovery Kits, both of which are priced at €23.50 in travel retail. The Barber Program comprises smaller sizes of Lancôme Homme Invigorating Cleansing Gel, Smoothing Shave Foam and Active Smoothing After-Shave Treatment. The Anti-Age Programme features smaller sizes of the range’s Smooth Face Scrub, Smoothing Shave Foam, Complete Revitalising Treatment and Anti-Fatigue Eye Treatment. Lastly, a Relax Mask (priced at €40.09) will be available in Europe from August.
