Dubai: Yousuf, 22, a student in the UAE, spends on average Dh1,800 on grooming every month. This includes a bi-monthly visit to the spa, manicure, pedicure, shave, wax everywhere except arms and legs, threading and facials.
"I find it's important to keep a well maintained image because a well kept body is a well kept mind and [it helps me] to thrive in social events for personal satisfaction," said Yousuf.
The male grooming market is set to become one of the fastest growing categories in beauty and personal care. According to Euromonitor International, sales of cosmetics and personal care products hit $913 million (Dh3.35 billion) in 2010. In 2008, global sales of men's grooming products reached Dh71.6 billion in 2008 and grew to Dh79.7 billion in 2009, an increase of 11.3 per cent.
Greater awareness
"Male consumers are increasingly placing emphasis on looking good. There is particularly more awareness now on taking care of your health and wellness. With this has come more products and services within the beauty and wellness sectors for males and men are spending that little bit more on their appearance. This includes everything from investing in personal trainers and health club memberships to buying skin care products," said Michael Dehn, group exhibitions director at Epoc Messe Frankfurt, organiser of Beautyworld Middle East.
A number of male spas have proliferated across the UAE offering male-specific massages, facials and spa treatments. These include Cleopatra's Male Spa, Wafi, H2O Male spa Dubai, Jumeirah, LeSpa The Palace, The Old Town Downtown Burj Dubai, Urban Male Lounge and Willow Stream Spa at the Fairmont Dubai.
"The male grooming industry is booming in all corners of the GCC, however, with the UAE it's probably more prominent due to the huge expat community, plus the heightened awareness of fashion and style. Furthermore, with the UAE being a business hub for the Middle East, it attracts many image-conscious professionals to its shores," Claude Hachache, assistant manager of Toni&Guy, UAE said.
Faris, 24 who spends a monthly average of Dh2,000 says his general upkeep consists of manicure and pedicure, eyebrow maintenance, single razor shave and waxing (underarm, chest, feet, half leg). This does not include the extra treatments before birthdays or events.
According to Jatinder Garcha, regional business director of Beauty Solutions Trading, it is the younger men between the ages of 17 and 25 who are more comfortable in using grooming products whether it is for hair styling or skincare while older males from about the mid-30s onwards are using more anti-ageing products. "I believe that Europeans and Arab men invest a lot more time in their beauty regimes," he said.
South African national Carl van Rosenveldt, spends Dh600 per month, which includes a haircut every four weeks, massage, shave and facial. He says he invests in grooming to "stop myself from ageing early, be well presented for my line of work and to stay appealing to the female race."
Spas and beauty brands have been offering more products on the back of rising demand.
"There is definitely an increase of more brands targeting their product towards the male consumer from mass towards to more premium brands," said Garcha.
Beauty Solutions Trading offers wax specifically formulated for men, which is soft on the skin and tough on the hair with a scent of sandlewood. Stores like Harvey Nichols and Saks Fifth Avenue have started to offer their own men's own cosmetic sections.
According to Elise Talj, marketing manager at The Aviation Club, says they have seen an increase in the number of men seeking spa treatments over the last two to five years.
Metrosexual age
"Today's men require the spa more than women do. Massages tailored for men are mainly deep tissue massage, sports massage and anything related to health and fitness activities," said Talj.
Hachache says men now form half their clientele at Toni&Guy. "Men form just as much of our clientele as the ladies do. I think that in today's society it's perfectly acceptable for men to visit salons and take pride in their appearance — the metrosexual age is upon us! Hair is just an extension of fashion, another form of self-expression and individual taste."
According to Euromonitor, current spending trends indicate that razors and blades are the leading male grooming products sold, followed by deodorants, hair care, pre-shave and skin care products. Leading brands in the male market include Gillette, Axe, Lynx, Ego, Schick, Nivea, Rexona and Old Spice.
