Facial hair trend does not mean grooming tools are in 'terminal decline'

Sales in shaving and hair removal products dropped more than €90 million in the year to March 2014, which Bridgethorne attributes to the increasing trend for beards and facial hair championed by celebrities including Leonardo Di Caprio, Ben Affleck and David Beckham.

However, the firm's co-founder, John Nevens says this does not mean categories like shaving foams, gels, razors or blades are on their way out.

“Nobody can seriously be suggesting that, whilst there is a current trend for facial hair, categories like shaving foams and gels or razors and blades are in long term or terminal decline," ​says Nevens.

"The report of a decline and celebrity angle may make a good soundbite but we shouldn’t forget that the market for men’s shaving and grooming was still worth £2.2 billion across the EU during this period."​​

Suppliers need to show retailers how they can help achieve category growth​

Now, Nevens says is the time for suppliers to show retailers how they can help achieve category growth or offset the decline in some areas, by looking at their segment through a different lens.

He cites personal care brand Remington as embracing the trend towards beards with a week-long, six-city "Let It Grow" tour across the US to capture and highlight the essence of the increasing facial hair trend.

Remington, perhaps best known for shavers, will host local beard and moustache events to show support for the facial hair movement and, in so doing, promoting its range of beard trimmers.

"Trends like this are a perfect opportunity for suppliers of relevant products to demonstrate how they can grow a category’s total revenue through alternative category definitions​," says Nevens.

“The upshot of this approach will not only be to provide consumers and shoppers with a range of initiatives to suit their needs but it will enhance category longevity, supplier credibility and greater levels of growth for all those who embrace it​,” he concludes.