CHARLOTTE, N.C. — Recognizing burgeoning demand for men’s grooming products, Procter & Gamble Co. (P&G) and a CVS/pharmacy unit here have created a prototype “Guy Aisle.”
The new section includes razors, shaving creams and gels, body wash, aftershave, deodorants, antiperspirants, and some hair care products under the Gillette, Old Spice and Head & Shoulders brand umbrellas.
“Men are buyers, not shoppers,” said Michael Norton, director of external relations for male grooming at P&G’s Gillette division. “They want to get the shopping done, and with all their grooming needs in one aisle, it makes shopping easier, quicker and simpler.”
More than ever, men are seeking products for their grooming needs; Nielsen Co. predicts the $2 billion men’s grooming business will grow to $3 billion by 2012.
“Men are paying more attention to how they look — a trend being driven by athletes and celebrities,” Norton said. “From the revival of the barbershop to a demand for innovative men’s beauty products, it is clear that men are not afraid to scrub, moisturize and put their best face forward.”
Men and the women shopping for the men in their life are looking for products to be grouped in one spot, according to a P&G spokeswoman.
In particular, male shoppers want to avoid the embarrassment of being “caught” looking for their grooming products in a department for women, she points out.