L’Oréal is to launch a male grooming range at the beginning of next year to challenge Nivea for Men.
Known as LancÃÂ´me Homme in France – where it launched last week – the range includes two cleansing products, two shaving products, two aftershaves, two face care products and facial wipes.
The range will be segmented into three different skincare regimes: strong beard, sensitive skin and anti-ageing. All products will contain “Actiskin”, a formula with plankton extracts, skin-repairing ingredients and vitamin E.
The range is to be launched behind the counter alongside the premium female LancÃÂ´me portfolio and on the shelves of mass-market retailers.
One industry insider says: “The company is expected to acquire shelf space for men to be able to self-select some of the range, such as its shaving products, but the prestige products might need some explaining to men and are likely to stay behind the counter.”
She adds that L’Oréal wants to take a lead in the male grooming market, currently dominated by the Nivea for Men range, although the LancÃÂ´me line will be positioned as a more upmarket alternative to Beiersdorf’s brand.
L’Oréal has been expected to introduce a male grooming range for some time by the industry. The men’s grooming sector is one of the fastest-growing areas of the beauty and skincare market.