The Hindu Business Line : Mix ’n’ macho

The Indian beauty salon market is seeing a growth of almost 42 per cent every year. But while women account for a major chunk of the beauty business, services for men are opening up too. In fact, every second metro male has a date at the beauty salon once a month, found a recent survey of working men above 25 years from high socio-economic classes in Mumbai, Delhi, Kolkata and Hyderabad. The survey was done by The Nielsen Company.

The male grooming market in India is an estimated Rs 695 crore and is growing at a healthy 11-12 per cent every year. So, why is an area predominantly considered a female domain being encroached by the not-so-fairer sex? How come the average 25-year-old normally obsessed with muscles and a longing for six-pack abs, has suddenly realised that clear skin, trimmed hair and manicured nails are desirable traits?

Today’s men are less inhibited when it comes to looking good and do indulge in image enhancing products and treatment, found the survey, in which three out of five single men claimed they try to look stylish at all times. “There is overall a greater informality of feedback today. You don’t dress well to office and my secretary comments — ‘What’s wrong with you today?’ — I would never have received such a comment five years back,” says Ram Iyer, Head — Operations, Kaya Skin Clinic. In the last three years this unisex skin clinic has had 50,000 male customers seeking treatment. He expects these services at Kaya to grow at 40 per cent from the current 18 per cent.

Nielsen’s Vatsala Pant, Associate Director, Client Solutions, says that men following a daily beauty regimen is no longer “a farfetched idea”.

Times are changing and when dressing up in the morning, apart from slapping on an after-shave or applying a moisturiser, many men are experimenting with more specific products in skincare, wrinkle therapy and eye-care, and about 11 per cent of the men surveyed go in for facial treatment. The survey also indicates there is a huge market in threading, pedicure and manicure, as less than five per cent of men currently engage in such treatment.

“An interesting consumer insight I picked up is that in the corporate world, with an increasing number of women, the male customer feels the pressure to look good while making a presentation. It is a deep insecurity that he is experiencing as he feels that he would lose in the rat race if he is not well-groomed,” says Iyer.

What’s popular?

At Kaya the most popular service for men is the ‘skin renewal vitality’ programme that addresses five signs of dull skin and this includes reducing dead cells, patching skin, smoothening skin texture, reducing oiliness, removing pimples and even wrinkles. “The most common skin concern among male customers is acne and acne scars,” adds Iyer. And removing excess hair is no longer a female phenomenon, with an increasing number of men queuing up for “getting rid of unwanted hair on earlobes, shaping beards, etc”.

Besides visiting a beauty salon, one in three men surveyed said they visit a hair salon two to three times a month. While the most common service sought is a haircut, head massage and hair colouring are also in demand. Interestingly, men in Mumbai and Delhi prefer hair colouring over a head massage.

“More than 80 per cent of male customers in this group (25-40 years) have a monthly income of over Rs 40,000 and mostly belong to the ITeS/BPO industry, hospitality and aviation, while others are models, entrepreneurs, etc,” says Iyer.

He adds that many of these clients “enrol for a skincare programme by giving up some other pleasures like a vacation, buying music or books, and spend approximately Rs 1,250 per month on beauty products and services.” Kaya also offers “Healthy Skin@Work” workshops in many IT companies, BPOs and corporates, and has received an encouraging response.

Coming to revenue, 25 per cent comes from men in Bangalore as compared to 18 per cent across the country, probably due to a large presence in this city of ITeS/BPO professionals and expats. As these people are frequent travellers, they relate better to the concept of skincare, something that is popular in the West, adds Iyer. Celebrities such as film stars and television artistes often opt for the “age control solution using Botox which helps eliminate fine lines and wrinkles”.

Demand for such services is not confined to urban areas. Kaya, which has presence in towns like Amritsar and Jaipur, is bullish about the growth of the male-grooming market in the non-metro cities, where they receive 40-50 monthly inquires for skin and hair treatment.

Are they different?

Iyer says men are “more rational in their approach and seek a lot of information before making a decision. But once they are convinced they adopt the regimen quickly, don’t haggle and are value-for-money approach driven”.

Vikram Mohan, Salon Director of Bounce Style Lounge, says that both men and women “have accepted salons as an integral part of their lives. Though, on an average, women spend more time at the salon while male clients know what they want and demand quick service.”

Packages for the groom

Jose Scaria, a 30-year-old advertising professional, who indulges in monthly massages and occasional facials, finds “the process very relaxing. We spend weeks chasing deadlines in a high-pressure work environment. A little time in the beauty salon, switched off from office chores, is refreshing and makes you look and feel good”.

Adds Nielsen’s Vatsala, “Those who enter the salon with an open mind will soon be tempted to try newer services. In the status-conscious society of India, beautifying might rank ahead of basic grooming.” A fair-skinned male may be even more sought after in the marriage market.

Agrees Iyer, “There are many men who become appearance conscious just before their wedding. Some of them enrol for a skincare programme from the time of ‘engagement’ to the wedding day and others sign up for our ‘Bridal Groom programme’ just before the wedding, in order to get a glowing and healthy skin.”

Says a 29-year-old Chennai-based entrepreneur, “I was forced by relatives and friends to get a facial, manicure and pedicure done before my ‘big day’. That was the first time I entered a unisex salon and have been addicted ever since.”

Regular massages and skin therapies have become part of his grooming itinerary. While a few men are indeed shy, anonymity is not an issue with most men. Mohan feels that today men frequent salons at least once a month, if not more, and do not have any issues talking about it. Iyer adds that even though “going to a beauty parlour is a feminine thing, the male customer is extremely comfortable here and feels at home.”