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Listen to or watch the original content Alexis de Guitaut is the director of the Rasage classique website, a leader in the traditional shaving care market for…
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Alexis de Guitaut is the director of the Rasage classique website, a leader in the traditional shaving care market for men. According to Alexis, the beard care market and, more broadly, the men’s grooming market are infinitely smaller than their counterparts for women, but have far greater growth potential. Men are thus becoming increasingly aware of the beauty habits they should adopt. Demand is more pronounced among those over 45, who account for around half of the available market, but this traditional approach to grooming, whose values Rasage Classique promotes, attracts younger people as well and is becoming more widespread through learning and discovery online.
The frequency of shaving is currently trending downwards, but consumers are nevertheless incorporating new products into their daily routines. Other markets within this sector are also attracting more and more consumers, such as the rapidly growing hair removal market. Resilient in the face of the COVID crisis, the market includes an innovation segment driven by start-ups.
The market is dominated by Wilkinson and Ginette, which face competition from new entrants such as Big Moustache and Dollar Shave Club, acquired by Unilever, and from players from adjacent sectors such as L’Oréal. The distribution power of these major players makes positioning more complex for start-ups, so opportunities lie in economies of scale, which allow businesses to reach sufficient size.
Rasage Classique has chosen to focus instead on a niche market, traditional grooming, and therefore prioritizes these specific products and services neglected by the major players.