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HEALTH & BEAUTY

Male Celebrities to Bolster H&B

As licensed sales of health and beauty products are flagging (according to The Licensing Letter’s Annual Licensing Business Survey, licensed sales were flat at 0.1% in 2015), men’s products are proving to be a silver lining as one of the fastest growing markets.

Former England, Real Madrid and Manchester United star David Beckham, in a deal negotiated with Seven Global, is now in a multi-year partnership with L’Oréal-owned Biotherm Homme to develop branded men’s skin care and grooming products to launch in 2017. “It’s the first time a male celebrity of this stature has developed a skin care collection,” says Biotherm GM David Fridlevski.

While this might be the first licensed men’s skin care line, other celebrities are already on the take. Rob Lowe launched his own skin care line, Profile, in May. It will be available in Nordstrom in the fall.

Some companies like Estée Lauder, Clarins, and Kiehl’s have had dedicated men’s skincare lines for years, and others have been quietly marketing their brands to men as unisex.

Kiehl’s President, Chris Salgardo, told WWD that 40% of its customers are men, and that 58% of males aged 18– 24 and 63% of males 25–34 globally use a facial moisturizer. Men are beginning to spend more on toiletries like moisturizers, facial cleansers, eye serums, bronzers, concealers and anti-agers than on shaving products.

While the market is bigger in Asia, The NPD Group estimates that the mass and prestige men’s beauty treatment category is a $6.9 billion business in the U.S. for 2015, growing 3% over the previous year. And according to Statista, the global male grooming market is estimated to reach $21.4 billion in 2016.

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