Breakfast Forum – 21st Century Man

There’s nothing like a ‘power breakfast’ to iron out a debate. So we invited a panel of experts along with a group of marketing and beautycare professionals to talk through the challenges and opportunities for brands in male grooming.  

Moderated by Stirling Murray, CEO of The Red Tree, our panel opened up what drives male consumers to invest in their looks, as well as the barriers that exist. 

Kate Nightingale, founder of Style Psychology and an expert into consumer behaviour, talked about the need for expressing an identity and our chosen ‘tribes’ when men consider a change in their appearance. Kate also discussed the sensory elements of engaging men in store, on video and breaking down the barriers to touch – an issue also brought up by fellow panellist, Marcus Allen, global vice president, The Refinery, the luxury men’s grooming salon business. Marcus sees a need for men to gain ‘permission’ to adopt a male grooming regime a notch higher than the norm, quoting anecdotal evidence and market statistics to support this view.

Towards the end of the forum, the discussion turned to a perceived gap in the market for older consumers, who are brand educated, ‘selfie-aware’ and willing to buy into premium products that fit their needs. It seems the 21st Century man isn’t just buying into male grooming, he is broadening his horizons in terms of self-improvement and self-preservation, too.

A summary of the event is available from our collaborator, Imogen Matthews’ blog here