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Concepts for new men’s grooming products

Colin Sanders illustrates the range of factors formulators need to consider before embarking on new product development for modern men.

I started my career in the cosmetic industry in 1983. A few days in I got my first project, which was to reformulate a shaving stick. It was not the biggest project, but it did lead my manager to make a prediction. He said that unlike him, I would probably be spending half my time formulating products for men rather than women. He quoted some statistics which I believed, even though he probably made them up on the spot – 95% of cosmetic and personal care products were bought by women. But that was obviously going to change in the gender fluid world of the 1980s. After all, a lot of male pop stars were wearing mascara.

But it turned out that even Robert Smith of The Cure did not buy enough to significantly impact the sales figures. Women continued to buy cosmetics. People continued to predict that men were about to start buying cosmetics. Marketing people continued to pay attention to female consumers and more or less ignore men.

After a while I came to rega

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Upcoming Events

in-cosmetics Korea 2022

Hall C, Coex, Seoul, South Korea
13 - 15 July 2022

SCSS Suppliers Day - SINGAPORE

SINGAPORE MARRIOTT TANG PLAZA HOTEL
Thursday 25th & Friday 26th August 2022

32nd IFSCC Congress

Park Plaza Hotel, Westminster
19-22 September 2022

in-cosmetics Latin America 2022

Expo Center Norte, Sao Paulo
21 - 22 September

Cosmetorium 2022

Palau de Congressos de Barcelona
28 - 29 September

SEPAWA 2022

Estrel Congress Center, Berlin
26 - 28 October

Access the latest issue of Personal Care Magazine on your mobile device together with an archive of back issues.

Download the FREE Personal Care Magazine app from your device's App store

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