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The men's grooming market has been the fastest growing segment of the beauty industry, and it will only grow. Pixabay

By Puja Gupta

Indian men are becoming increasingly self-aware and skin-care is losing its retrograde ‘girly’ tag. Men are investing in grooming products and going beyond beard products, leaning more into skincare and hair care products, in order to fortify their self-confidence as well as wellness.

The men’s grooming market has been the fastest growing segment of the beauty industry, and it will only grow. The scope for both men’s Makeup and Skincare in India has seen an increase. It is a natural reflection of the growing global trend; especially amongst younger millennials and what is popularly called the post-millennial demographic; who living in an era of less typical, or less rigid gender definitions.

Male make-up has increasingly become the norm in certain industries in India. For example, we see it in all kinds of creative and performance arts, where the make-up assists with aesthetic expression: such as fashion, theatre, etc.

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But it is still a nascent space with immense potential for further growth. The male grooming segment is worth about Rs 5,000 crore annually and ASSOCHAM’s latest report encouragingly pegged the annual growth rate of India’s male grooming industry at about 45 per cent, Shankar Prasad, Founder of Pureplay Skin Sciences (Plum and Phy) tells IANSlife.

Inclusivity is the uncompromising standard that today’s consumers hold beauty brands to. Pixabay

Conversations for inclusive beauty are not new. Consumers, celebrities and brands have been vociferously pushing the cause over the last several years, challenging some of the traditional stereotypes set forth by the beauty industry. Inclusivity is the uncompromising standard that today’s consumers hold beauty brands to.

It was important over the last several decades to be inclusive. Now it is downright a matter of survival for brands.

Many beauty brands are identifying opportunities and viewing inclusivity as a competitive advantage. Brands need to remember the consumer they cater to is ethical, hyper-alert, hyper-connected and unforgiving of poor experiences. Disingenuous brands lacking follow through will find themselves walking down the road to self-slaughter, says Prasad.

“As more consumers are identifying with a healthier sense of self-worth, ethical businesses that respond with customized product offerings for different skin tones and skin types, will succeed in driving deeper market penetration.”

Beauty brand Colorbar recently ventured into men’s grooming range. Samir Modi, Founder and Managing Director, Colorbar, says the thought behind the brand venturing into the segment is that “Colorbar understands that the male grooming industry is set to grow at a compound annual growth rate of about 45 percent, and so, shifting the dialogue from male hygiene to male maintenance is the next step. Today’s man gives a lot of emphasis on his sexuality and appearance, embracement of masculine traits and so on.”

He adds: “At Colorbar, we have seen that our male consumers are very active, and are continuous buyers of our Eye pencils, liners, brow kits, primers, concealers and foundations – amongst essentials for men, including nail lacquer. We are seeing them match the female audience in their love for our shadow palettes and highlighters as well! This makes us very happy, because as a brand we proudly represent the idea of genderless, inclusive beauty.”

70% of millennials are more likely to choose brands that demonstrate inclusion and diversity. Pixabay

But has the market mostly remained untapped? “Great potential is not limited to the ability to make great sales. When your business stands for something good, it creates a participative experience for many more to do good and be good. Consumers today want to be a part of something big. And they are aware that their buying choices and their voices have given them that power. It is undoubtedly a market opportunity if we wish to view it as that,” says Prasad.

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He added: “The long existing standards that were set by the industry were exclusive in nature. They also strummed self-deprecating behaviors in users if they fell outside of the so called desirable standards set by the industry. Customization and evolving trends that shatter stereotypes will help expand consumer base and build brand loyalty.”

According to the 2018 Accenture Holiday Shopping survey, 70 percent of millennials are more likely to choose brands that demonstrate inclusion and diversity. Evidently, being inclusive means that in one swoop you build meaningful relationships with consumers seeking out brands with a purpose and alongside reach the customer base so-far excluded by brands with a negative voice, he concludes. (IANS)


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Books that you can read in 2022.

Reading allows you to gain a deeper understanding of the world around you, stimulating your creativity and keeping your mind engaged.

A list of new releases published by Aleph:

What the Heck Do I Do With My Life?: How to Flourish in Our Turbulent Times

Many causes, including technology, climate change, demographics, and inequality, will cause our planet to change more in this century than in all of human history. Extreme change is offering unparalleled opportunities for individuals, companies, and society, as well as a 'adaptive challenge.' Those who can adapt to a fast-paced, complex, dynamic, and unpredictably changing world will prosper. Those who are unable to do so will suffer immensely.

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There are obvious signals that we need new ways of thinking about the world and our place in it all over the place. Our old ways of thinking about education, lifestyle, success, and happiness are no longer valid. What are the changes in the workplace? When future jobs are still being invented, how can you know what talents will be useful? Will 'jobs' even exist in the future, or will we be relegated to a world of projects and freelance work? What do you do with all of this and more?

What the Heck Do I Do With My Life? is a book on figuring out what you want to do with your life. Ravi Venkatesan argues that effective adaptation in the twenty-first century necessitates a "paradigm shift," a new attitude, new talents, and new techniques. Ravi also considers how, rather than drifting along like a piece of driftwood, we will need to live life more consciously, making deliberate decisions about who we are, what we do, and how we live.

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Neeraj Chopra: From Panipat to The Podium

On the night of August 7, 2021, a billion Indians' long-held desire came true as Neeraj Chopra won gold in the javelin in the Tokyo Olympics 2020. The wait, on the other hand, had been extremely long. In reality, this is India's first individual gold medal in athletics since the modern Olympic Games began. The entire country showered him with affection when he did it in his signature flair and smile. The media went crazy, and the youth discovered a new source of inspiration. People flocked to get their photos taken with him, and businesses discovered a new wonder-ambassador. Neeraj Chopra: I'm Neeraj Chopra, and I'm From Panipat to the Podium begins in a small village in Panipat and tells the story of his formative years, which were marked by restricted resources and opportunities. It takes readers through his journey to Panchkula and then to the national camp in his quest to conquer the world.

My Cricket Hero: XII Indians on their XII favourite Cricketers

Pieces from Keki Daruwalla on Polly Umrigar, Fredun De Vitre on Chandu Borde, Gulu Ezekiel on Eknath Solkar, Hemant Kenkre on Sunil Gavaskar, Amrit Mathur on Salim Durani, Kersi Meher-Homji on Vijay Hazare and many more make for a great lockdown read.

It's A Wonderful World: A Memoir

His book is a provocative read that makes us wish we had a life like his. Khalid Ansari's life has been an exciting and purposeful journey in service to his fellow human beings, beginning with his birth in Mumbai's impoverished Madanpura to a father who began his life as an orphan and a mother from a poor household. Ansari has attempted to depict some highlights of a splendored life that he has been lucky to experience, catching stars while chasing rainbows in this 'donkey's tale'. It's been la vie en rose for him, from founding newspapers and magazines to representing his country at the United Nations, accompanying dignitaries on state visits, covering cricket Test matches, nine Olympics, Commonwealth and Asian Games, travelling the world, and being awarded the Padma Shri award. The author has worked hard to keep this narrative from devolving into a 'I-did-this-did-that' pat-on-the-back, shabash!' By 'spicing' it up with dollops of frothy stories and self-critical bon mots, he has attempted a discourse on the meaning of life, the 'right path,' and the like, even as he has attempted a discourse on the purpose of life, the 'right route,' and the like.

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Elections in 107 municipalities and Howrah Municipal Corporation will be held by the end of February.

A Day after the Calcutta High Court asked the West Bengal Election Commission (SEC) to consider postponing of elections in four Municipal Corporations scheduled on January 22, the state government has written to the state poll body that they don't have any objection if the SEC decides to postpone the election for another 4 to 6 weeks considering the Covid situation in the state.

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