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Article: Nowhere but up for male grooming; Boys Get Serious: Magazines, supplements are lining up for a piece of the marketer action.(Special Report: Fashion & Beauty)
- Article from:
- Advertising Age
- Article date:
- June 13, 2005
- Author:
CopyrightCOPYRIGHT 2005 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Byline: STEPHANIE THOMPSON
While the boom in men's grooming has been much talked about for years, the category is finally coming into its own, with a frenzy of launches and relaunches that translate into dollar signs for magazine publishers and a blitz of promotional activity.
The list of companies pushing new or newly revamped men's lines reads like a virtual who's who of the beauty world: Clinique, Aramis, Origins, L'Oreal and Kiehl's Since 1851.
"As bigger companies on the mass and prestige side recognize [men's grooming] is a huge untapped market, they're putting out a lot of products and technology to become players,'' says Nancy Berger ...