Men's Grooming in France

Euromonitor International
May 2023
MEN'S GROOMING IN FRANCE Passport i

LIST OF CONTENTS AND TABLES

KEY DATA FINDINGS.................................................................................................................. 1
2022 DEVELOPMENTS ............................................................................................................... 1
Men’s grooming shows A fair overall performance, with value supported by inflation and
premium segment sales ............................................................................................................ 1
Men’s skin care players targets launches to meet trends ......................................................... 1
“Green” wave hits men’s grooming and shaving ....................................................................... 2
PROSPECTS AND OPPORTUNITIES......................................................................................... 2
Acceleration of natural trends expected in men’s grooming ..................................................... 2
Trend towards highly technical products, boosted by the pioneering Horace ........................... 3
The power of social networks and the evolution of product uses will support sales ................. 3
CATEGORY DATA ....................................................................................................................... 3
Table 1 Sales of Men’s Grooming by Category: Value 2017-2022............................ 3
Table 2 Sales of Men’s Grooming by Category: % Value Growth 2017-2022 ........... 4
Table 3 Sales of Men's Razors and Blades by Type: % Value Breakdown
2019-2022 .................................................................................................... 4
Table 4 Sales of Men's Skin Care by Type: % Value Breakdown 2019-2022 ........... 4
Table 5 NBO Company Shares of Men’s Grooming: % Value 2018-2022 ................ 5
Table 6 LBN Brand Shares of Men’s Grooming: % Value 2019-2022 ....................... 5
Table 7 LBN Brand Shares of Men's Razors and Blades: % Value 2019-2022 ........ 7
Table 8 Forecast Sales of Men’s Grooming by Category: Value 2022-2027 ............. 8
Table 9 Forecast Sales of Men’s Grooming by Category: % Value Growth
2022-2027 .................................................................................................... 8

© Euromonitor International
MEN'S GROOMING IN FRANCE Passport 1

MEN'S GROOMING IN FRANCE

KEY DATA FINDINGS
▪ Retail value sales grow by 7% in current terms in 2022 to EUR1.7 billion
▪ Men’s fragrances is the best performing category in 2022, with retail value sales rising by 14%
in current terms to EUR779 million
▪ Procter & Gamble France SNC is the leading player in 2022, with a retail value share of 13%
▪ Retail sales are set to increase at a current value CAGR of 3% (2022 constant value CAGR of
-0.1%) over the forecast period to EUR1.9 billion

2022 DEVELOPMENTS

Men’s grooming shows A fair overall performance, with value supported

by inflation and premium segment sales
Whilst men’s grooming showed positive value growth in 2022, volume sales remained in
sluggish negative figures – albeit having improved since the category took a notable hit during
the era of the pandemic, when many male consumers became lazy regarding their grooming
routines during the lockdowns. In 2022, value growth was primarily being driven by inflationary
pressures and the fact that premium categories, such as premium men’s fragrances, are
showing robust sales. As discussed in fragrances, we are seeing polarisation in beauty and
personal care in France post-pandemic. On the one hand, there is premiumisation with an
increased interest in high-end and highly technical products, such as super-premium and luxury
products offering an irreproachable status, for which consumers are ready to pay the price if
they can afford it. For example, there is a trend for exceptionally-crafted and highly-concentrated
fragrances, which offer the same kind of status as Grands Crus in the world of wines. On the
other hand, consumers who purchase mass beauty and personal care products have been
trading down. With regards to the premium segment, the “feel good” factor is a key element for
fragrances, as scent gives consumers a holistic wellbeing boost. Furthermore, the return of
international tourism post-pandemic has given the category a boost. We are seeing the return of
American tourists to France, along with the British and Europeans, while the Chinese
(traditionally big spenders on luxury goods), Japanese, and Russia consumers have not yet
returned in force.
However, some subcategories in men’s grooming are not faring as well. For example, mass
men’s skin care is seeing a slump in both value and volume, and men’s shaving also remains in
negative-figure declines due to beards having become fashionable over the review period.
Furthermore regarding the latter, the event of the pandemic lockdowns only went to enhance the
trend for beards, the fashion for which has continued due to ongoing trends for hybrid working
and more relaxed workwear styles overall. This has ultimately resulted in a trend among
boomers for three-day beards.

Men’s skin care players targets launches to meet trends

Despite the challenges seen in mass men’s skin care, the premium men’s skin care segment
is faring better. Indeed, the premium brand Horace has been a strong advocate of men’s skin
care since its creation in 2019, and has gone a long way to make specialised men’s skin care
more ubiquitously talked about and available. Since then, mass brands have followed this lead
and are advertising their own specialist products for men in this area. Examples here include

© Euromonitor International
MEN'S GROOMING IN FRANCE Passport 2

from shaving players Gillette (Procter & Gamble France SNC), and Wilkinson (Wilkinson Sword
SA), along with SO'BiO étic, all of which launched products in in 2022. Gillette extended its
shaving offer towards skin care by offering a new GilletteLabs razor that incorporates an
exfoliating bar in the handle, and the new range also includes a moisturising cream. Wilkinson
launched a wide range of men's skin care under the Barber's Style name, including three
product areas: facial care, beard care, and pre/post-shave care. Facial treatments include a
facial cleanser and a moisturiser. Meanwhile, after the launch in 2020 and 2021 of hygiene
products dedicated to men, SO'BiO étic Men launched a wide range of facial care in 2022,
which includes a shaving gel, an after-shave gel, an anti-ager, a moisturiser, and a beard oil.
Finally, Nivea/Nivea Men (Beiersdorf (France) SA) has launched two ranges dedicated to men:
the Sensitive Pro Menmalist range, which includes a face and beard cleanser, a liquid shaving
cream, and a moisturising cream; and the Sensitive Pro Hemp range, which includes a shaving
cream, a balm aftershave, and a moisturising face cream.

“Green” wave hits men’s grooming and shaving

In a cross-category trend, the “green” wave has also reached men’s grooming. As discussed
in depilatories, disposable razors pose a major problem to companies due their high plastic
content and subsequent impact on the environment. Plastic handles that can be separated from
blades and recycled are one solution to this. In this context, the aforementioned Wilkinson
Sword has taken steps to ensure that all products are packaged in an eco-friendlier way by
using 90% recycled cardboard. Wilkinson Sword also offers a disposable razor with a bamboo
handle sold with six heads. The blades are made with 75% recycled steel, and the packaging is
made of recycled and recyclable cardboard.
Meanwhile, Bic (Société Bic SA) has been committed to an ecological transition since 2021,
with its refillable range and recyclable cardboard packaging. Bic has also launched systems
Hybrid 5 Flex and Hybrid 3 Flex Sensitive with recycled plastic handles, and these razors were
voted Product of the Year 2022.
Gillette is also releasing the disposable Sensor 3, which has a handle made from 95%
recycled plastic, and is sold in batches with cardboard packaging.

PROSPECTS AND OPPORTUNITIES

Acceleration of natural trends expected in men’s grooming

Natural trends in men’s grooming were not as prevalent pre-pandemic as seen in women’s
beauty and personal care. However, such trends are developing and are expected to accelerate
further in men’s grooming over the forecast period.
The English brand Bulldog had already positioned itself with a natural stance when launching
its products, and natural beauty specialist SO'BiO étic Men’s skin care range offers organic
formulas with at least 99% ingredients of natural origin. Meanwhile, Nivea's Sensitive Pro
Menmalist, launched in 2022, highlights on the packaging the short formulas of its products
which contain no more than ten ingredients. Nivea also launched the new Nivea Men Sensitive
Pro range with hemp seeds, highlighting vegan formulas (no ingredients of animal origin) and
composed of 100% organic hemp seed oil. It is expected that other players will follow suit over
the forecast period, as such trends will only become stronger with time.

© Euromonitor International
MEN'S GROOMING IN FRANCE Passport 3

Trend towards highly technical products, boosted by the pioneering

Horace
The aforementioned premium Horace brand is a trailblazer in men’s grooming, bringing to the
fore specialist and highly-technical products for discerning consumers. For example, with
concealer serums and perfecting exfoliating solutions, men's grooming demands are gradually
evolving towards more technical products, as their expertise in the world of skin care grows and
any connected taboos fall away. In this context, Horace, the premium brand pioneer in the world
of men's skin care, launched a complexion corrector for men in 2022, with the ranging including
seven different shades. Horace already had 12 stores in France in 2022 and plans to have
around 20 stores by the end of 2023. The brand is now also available in Monoprix supermarkets
and pharmacies.

The power of social networks and the evolution of product uses will
support sales
A new generation of influencers and actors, such as Timothée Chalamet, are shaking up the
codes of masculinity and breaking the taboos that still hover around men's grooming. Gradually,
we are heading towards greater mainstream acceptance of skin care for men, along with the
rising of the make-up trends among men which are boosted on social networks. These areas of
ongoing change will help to support sales in men’s grooming. Additionally, we are seeing
changes to the usage of certain products, for example the trend for men to shave their bodies as
well as their beards. This practice was previously more notable among male athletes, such as
swimmers, who would shave their body hair in order to become more streamlined in the water,
for example. However, in line with the evolution of men’s grooming habits, this body-shaving
trend is also becoming more normalised and will also help to support the development of the
category over the forecast period.

CATEGORY DATA
Table 1 Sales of Men’s Grooming by Category: Value 2017-2022

EUR million
2017 2018 2019 2020 2021 2022

- Mass Men's Fragrances 111.7 109.6 107.2 94.2 91.3 88.6

- Premium Men's 644.2 640.2 636.9 518.3 592.0 690.1
Fragrances
Men's Fragrances 755.9 749.8 744.1 612.5 683.2 778.6
-- Mass Men's Skin Care 27.8 28.6 29.3 28.4 28.7 28.0
-- Premium Men's Skin 27.4 28.1 28.7 28.0 28.5 30.2
Care
- Men's Skin Care 55.2 56.7 58.0 56.4 57.3 58.2
-- Mass Men's Hair Care 53.3 54.0 54.6 54.6 55.1 57.9
-- Premium Men's Hair 12.7 12.8 13.0 13.1 13.3 14.0
Care
- Men's Hair Care 65.9 66.8 67.6 67.7 68.4 71.9
-- Mass Men's Deodorants 256.3 259.2 261.0 242.8 245.5 258.9
-- Premium Men's 9.2 9.3 9.3 8.8 8.9 9.3
Deodorants
- Men's Deodorants 265.5 268.5 270.3 251.5 254.4 268.2
-- Mass Men's Bath and 76.4 77.0 77.6 77.2 77.4 81.1
Shower
-- Premium Men's Bath 8.8 9.0 9.1 8.9 9.0 9.6

© Euromonitor International
MEN'S GROOMING IN FRANCE Passport 4

and Shower
- Men's Bath and Shower 85.2 86.0 86.6 86.1 86.4 90.6
Men's Toiletries 471.9 477.9 482.5 461.7 466.5 489.0
- Men's Razors and Blades 370.9 355.5 346.9 328.0 311.0 306.4
- Men's Pre-Shave 81.7 77.7 74.5 68.0 63.5 62.4
- Men's Post-Shave 23.5 22.5 21.6 19.8 18.8 18.4
Men's Shaving 476.0 455.7 443.0 415.8 393.2 387.2
Men's Grooming 1,703.7 1,683.4 1,669.5 1,490.0 1,543.0 1,654.8
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 2 Sales of Men’s Grooming by Category: % Value Growth 2017-2022

% current value growth

2021/22 2017-22 CAGR 2017/22 Total

- Mass Men's Fragrances -3.0 -4.5 -20.7

- Premium Men's Fragrances 16.6 1.4 7.1
Men's Fragrances 14.0 0.6 3.0
-- Mass Men's Skin Care -2.5 0.1 0.7
-- Premium Men's Skin Care 5.8 2.0 10.2
- Men's Skin Care 1.6 1.1 5.5
-- Mass Men's Hair Care 5.0 1.7 8.7
-- Premium Men's Hair Care 5.4 2.0 10.5
- Men's Hair Care 5.1 1.8 9.1
-- Mass Men's Deodorants 5.5 0.2 1.0
-- Premium Men's Deodorants 5.6 0.3 1.3
- Men's Deodorants 5.5 0.2 1.0
-- Mass Men's Bath and Shower 4.7 1.2 6.1
-- Premium Men's Bath and Shower 6.2 1.7 8.7
- Men's Bath and Shower 4.9 1.2 6.4
Men's Toiletries 4.8 0.7 3.6
- Men's Razors and Blades -1.5 -3.8 -17.4
- Men's Pre-Shave -1.7 -5.2 -23.5
- Men's Post-Shave -1.9 -4.7 -21.6
Men's Shaving -1.5 -4.0 -18.7
Men's Grooming 7.2 -0.6 -2.9
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 3 Sales of Men's Razors and Blades by Type: % Value Breakdown 2019-2022

% retail value rsp

2019 2020 2021 2022

Disposables 35.4 35.0 34.0 33.0

Systems 64.6 65.0 66.0 67.0
Systems - Razors 14.5 14.7 14.9 15.0
Systems - Refill Blades 50.1 50.3 51.1 52.0
Total 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 4 Sales of Men's Skin Care by Type: % Value Breakdown 2019-2022

© Euromonitor International
MEN'S GROOMING IN FRANCE Passport 5

% retail value rsp

2019 2020 2021 2022

Facial Care 92.0 92.5 93.6 94.5

Body Care 6.3 6.0 5.2 4.8
Hand Care 1.8 1.5 1.2 0.7
Total 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 5 NBO Company Shares of Men’s Grooming: % Value 2018-2022

% retail value rsp

Company 2018 2019 2020 2021 2022

Procter & Gamble France SNC 15.2 15.0 16.0 14.4 13.3
Christian Dior SA, Parfums 6.9 6.9 6.4 7.5 8.5
Unilever France SA 8.1 8.0 8.5 8.0 7.5
Paco Rabanne - Groupe 5.0 5.1 4.6 5.1 5.4
Puig SA
Chanel SA 3.7 3.7 3.5 3.8 4.4
Wilkinson Sword SA 4.7 4.6 4.8 4.5 4.1
Laboratoires LaScad 4.7 4.6 4.7 4.3 4.1
L'Oréal SA 3.5 3.6 3.9 4.0 3.8
Coty France SA 3.5 3.5 3.3 3.2 3.2
Beiersdorf (France) SA 2.9 2.9 3.2 3.0 3.0
Hugo Boss France SAS 2.6 2.6 2.4 2.6 2.9
Guerlain SAS 2.4 2.3 2.1 2.5 2.7
Hermès International SCA 2.0 2.1 1.9 2.1 2.7
Yves Saint Laurent Parfums 2.4 2.4 2.2 2.3 2.3
Prestige & Collections & 1.9 1.9 1.7 1.8 1.9
Cie
Clarins SA 2.1 2.0 1.8 1.9 1.9
Puig France SAS 1.9 1.9 1.9 1.8 1.5
Eugène Perma France SAS 1.4 1.3 1.6 1.5 1.4
Société Bic SA 1.5 1.5 1.5 1.4 1.2
Henkel France SA 1.3 1.3 1.3 1.2 1.1
Sara Lee Household & Body 1.1 1.1 1.1 0.9 0.9
Care France SNC
Inter Parfums Inc 0.9 0.9 0.8 0.9 0.9
Biotherm Distribution & Cie 0.6 0.6 0.7 0.7 0.8
Sisley CFEB SAS 0.6 0.6 0.6 0.6 0.5
Revlon Inc 0.5 0.5 0.5 0.5 0.5
Cosmétique Active 0.6 0.7 0.7 0.7 0.4
International (CAI)
Colgate-Palmolive France SA 0.4 0.4 0.5 0.4 0.4
Parfums Givenchy SA 0.4 0.4 0.4 0.4 0.4
Kenzo Parfums SA 0.4 0.4 0.3 0.4 0.4
Carrefour France SA 0.4 0.4 0.4 0.3 0.3
Other Private Label 2.4 2.4 2.6 2.4 2.3
Others 14.0 14.3 14.4 14.9 15.3
Total 100.0 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 6 LBN Brand Shares of Men’s Grooming: % Value 2019-2022

© Euromonitor International
MEN'S GROOMING IN FRANCE Passport 6

% retail value rsp

Brand (GBO) Company (NBO) 2019 2020 2021 2022

Axe (Unilever Group) Unilever France SA 5.3 5.7 5.3 5.2

Wilkinson (Edgewell Wilkinson Sword SA 4.6 4.8 4.5 4.1
Personal Care Brands
LLC)
Gillette Mach3 Procter & Gamble France SNC 4.1 4.3 3.9 3.7
(Procter & Gamble Co,
The)
Mennen (L'Oréal Groupe) Laboratoires LaScad 3.5 3.5 3.3 3.2
Nivea Men (Beiersdorf Beiersdorf (France) SA 2.8 3.0 2.9 2.8
AG)
Invictus (Puig SL) Paco Rabanne - Groupe 2.5 2.3 2.5 2.8
Puig SA
Christian Dior Christian Dior SA, Parfums 2.2 2.1 2.4 2.8
Sauvage (LVMH Moët
Hennessy Louis
Vuitton SA)
Eau Sauvage (LVMH Christian Dior SA, Parfums 2.2 2.0 2.4 2.7
Moët Hennessy Louis
Vuitton SA)
Terre d'Hermès Hermès International SCA 2.1 1.9 2.1 2.7
Bleu de Chanel Chanel SA 2.0 1.9 2.2 2.6
Gillette Fusion Procter & Gamble France SNC 2.8 3.0 2.6 2.5
(Procter & Gamble Co,
The)
adidas (Coty Inc) Coty France SA 2.2 2.2 2.1 2.1
Paco Rabanne 1 Paco Rabanne - Groupe 1.8 1.7 1.9 1.9
million (Puig SL) Puig SA
L'Oréal Men Expert L'Oréal SA 1.9 2.0 1.9 1.9
(L'Oréal Groupe)
Christian Dior Homme Christian Dior SA, Parfums 1.5 1.4 1.7 1.9
(LVMH Moët Hennessy
Louis Vuitton SA)
Hugo Boss Boss Hugo Boss France SAS 1.5 1.3 1.5 1.7
Bottled (Coty Inc)
Gillette GII/Contour Procter & Gamble France SNC 1.7 1.8 1.7 1.6
(Procter & Gamble Co,
The)
Gillette Sensor Excel Procter & Gamble France SNC 1.7 1.8 1.6 1.5
(Procter & Gamble Co,
The)
Elsève (L'Oréal Groupe) L'Oréal SA 1.3 1.4 1.4 1.4
Pétrole Hahn (Groupe Eugène Perma France SAS 1.3 1.6 1.5 1.4
Eugène Perma)
Gillette Fusion Procter & Gamble France SNC 1.5 1.6 1.4 1.3
Phenom (+ Power)
(Procter & Gamble Co,
The)
Jean Paul Gaultier Le Puig France SAS 1.4 1.4 1.4 1.2
Mâle (Puig SL)
Brut (Unilever Group) Unilever France SA 1.5 1.5 1.4 1.2
Bic Société Bic SA 1.3 1.4 1.3 1.1
Scorpio (Henkel AG & Henkel France SA 1.3 1.3 1.1 1.0
Co KGaA)
Gillette Series Procter & Gamble France SNC 1.2 1.2 1.1 0.9
(Procter & Gamble Co,
The)
Guerlain L'Homme Guerlain SAS 0.7 0.7 0.8 0.9
Idéal (LVMH Moët

© Euromonitor International
MEN'S GROOMING IN FRANCE Passport 7

Hennessy Louis
Vuitton SA)
Williams (Unilever Sara Lee Household & Body 1.1 1.1 0.9 0.9
Group) Care France SNC
La Nuit de L'Homme Yves Saint Laurent Parfums 0.9 0.8 0.8 0.8
(L'Oréal Groupe)
Allure Homme Sport Chanel SA 0.8 0.7 0.8 0.8
Other Private Label Other Private Label 2.4 2.6 2.4 2.3
(Private Label)
Others Others 37.0 36.1 37.1 37.3
Total Total 100.0 100.0 100.0 100.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 7 LBN Brand Shares of Men's Razors and Blades: % Value 2019-2022

% retail value rsp

Brand (GBO) Company (NBO) 2019 2020 2021 2022

Wilkinson (Edgewell Wilkinson Sword SA 22.1 21.8 22.0 22.0

Personal Care Brands
LLC)
Gillette Mach3 Procter & Gamble France SNC 19.7 19.6 19.4 19.7
(Procter & Gamble Co,
The)
Gillette Fusion Procter & Gamble France SNC 13.4 13.4 13.0 13.3
(Procter & Gamble Co,
The)
Gillette GII/Contour Procter & Gamble France SNC 8.4 8.4 8.4 8.5
(Procter & Gamble Co,
The)
Gillette Sensor Excel Procter & Gamble France SNC 8.2 8.2 8.0 8.1
(Procter & Gamble Co,
The)
Gillette Fusion Procter & Gamble France SNC 7.0 7.1 7.0 7.1
Phenom (+ Power)
(Procter & Gamble Co,
The)
Bic Société Bic SA 4.0 4.0 4.0 3.9
Gillette Fusion Procter & Gamble France SNC 3.1 3.1 2.8 2.9
ProGlide (Procter &
Gamble Co, The)
Bic Comfort 3 Advance Société Bic SA 2.5 2.5 2.4 2.3
Carrefour (Private Carrefour France SA 1.8 1.8 1.7 1.9
Label)
Gillette Mach3 Turbo Procter & Gamble France SNC 1.3 1.3 1.2 1.2
(Procter & Gamble Co,
The)
Leclerc (Private Label) Galec - Centre 1.1 1.1 1.0 1.0
Distributeur Edouard Leclerc
Auchan (Private Label) Auchan France 0.9 0.9 0.8 0.8
Bic Easy Société Bic SA 0.6 0.6 0.6 0.5
Wilkinson (Energizer Wilkinson Sword SA - - - -
Holdings Inc)
Other Private Label Other Private Label 2.9 2.9 2.8 2.8
(Private Label)
Others Others 3.2 3.5 5.1 3.9
Total Total 100.0 100.0 100.0 100.0

© Euromonitor International
MEN'S GROOMING IN FRANCE Passport 8

Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 8 Forecast Sales of Men’s Grooming by Category: Value 2022-2027

EUR million
2022 2023 2024 2025 2026 2027

- Mass Men's Fragrances 88.6 83.1 79.7 77.2 74.9 72.7

- Premium Men's 690.1 706.5 718.9 729.7 739.0 750.2
Fragrances
Men's Fragrances 778.6 789.6 798.6 806.8 813.9 822.9
-- Mass Men's Skin Care 28.0 27.4 27.3 27.5 27.9 28.4
-- Premium Men's Skin 30.2 30.2 30.5 30.9 31.5 32.2
Care
- Men's Skin Care 58.2 57.6 57.8 58.5 59.4 60.6
-- Mass Men's Hair Care 57.9 58.0 58.7 59.8 61.1 62.6
-- Premium Men's Hair 14.0 14.0 14.2 14.4 14.7 15.1
Care
- Men's Hair Care 71.9 72.1 72.9 74.2 75.8 77.7
-- Mass Men's Deodorants 258.9 257.8 258.0 259.1 260.8 263.2
-- Premium Men's 9.3 9.3 9.3 9.2 9.2 9.3
Deodorants
- Men's Deodorants 268.2 267.1 267.2 268.3 270.1 272.5
-- Mass Men's Bath and 81.1 80.3 79.8 79.5 79.3 79.4
Shower
-- Premium Men's Bath 9.6 9.6 9.7 9.7 9.8 10.0
and Shower
- Men's Bath and Shower 90.6 89.9 89.4 89.2 89.1 89.3
Men's Toiletries 489.0 486.7 487.3 490.2 494.4 500.0
- Men's Razors and Blades 306.4 288.1 275.3 265.8 259.3 254.8
- Men's Pre-Shave 62.4 58.4 55.6 53.6 52.0 50.8
- Men's Post-Shave 18.4 17.1 16.1 15.3 14.6 14.1
Men's Shaving 387.2 363.7 347.0 334.7 326.0 319.7
Men's Grooming 1,654.8 1,640.0 1,632.9 1,631.7 1,634.2 1,642.6
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

Table 9 Forecast Sales of Men’s Grooming by Category: % Value Growth 2022-2027

% constant value growth

2022/2023 2022-27 CAGR 2022/27 Total

- Mass Men's Fragrances -6.1 -3.9 -18.0

- Premium Men's Fragrances 2.4 1.7 8.7
Men's Fragrances 1.4 1.1 5.7
-- Mass Men's Skin Care -2.3 0.3 1.4
-- Premium Men's Skin Care 0.2 1.3 6.6
- Men's Skin Care -1.0 0.8 4.1
-- Mass Men's Hair Care 0.2 1.6 8.1
-- Premium Men's Hair Care 0.3 1.5 7.7
- Men's Hair Care 0.2 1.6 8.0
-- Mass Men's Deodorants -0.4 0.3 1.7
-- Premium Men's Deodorants -0.6 -0.2 -0.9
- Men's Deodorants -0.4 0.3 1.6
-- Mass Men's Bath and Shower -0.9 -0.4 -2.1
-- Premium Men's Bath and Shower 0.2 0.8 4.1

© Euromonitor International
MEN'S GROOMING IN FRANCE Passport 9

- Men's Bath and Shower -0.8 -0.3 -1.4

Men's Toiletries -0.5 0.4 2.3
- Men's Razors and Blades -5.9 -3.6 -16.8
- Men's Pre-Shave -6.4 -4.0 -18.6
- Men's Post-Shave -7.1 -5.2 -23.6
Men's Shaving -6.1 -3.8 -17.4
Men's Grooming -0.9 -0.1 -0.7
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

© Euromonitor International