ITV’s hit show ‘Love Island’ didn’t just dominate people’s evening viewing, this summer, it also inspired guys to get grooming. Recent data from Kantar Worldpanel showed a spike in grooming sales during the 12 weeks to 12th August 2018. The reality show is credited with helping to drive a 16% sales surge in men’s skincare products.
“Love Island not only tugged on shoppers’ heartstrings but also their purse strings,” said Fraser McKevitt, head of retail and consumer insight at Kantar Worldpanel, which produced the report.
Left - Love Island 2018 cause a spike in male grooming sales
An incredible 3.6 million tuned into to watch Dani and Jack win the show, breaking viewing records at ITV2. The scantily clad couples, supposedly all looking for love, clearly hit the right spot when inspiring guys to make the best of themselves.
Superdrug – which has sponsored the last three series of Love Island – launched a campaign promoting the products “the Love Island boys will be using all summer”. These included avocado and manuka honey conditioner, beard oil, volcanic cleansing wash and charcoal toothpaste to get that all important Love Island smile.
Lee Kynaston, Grooming Expert, Grooming Guru, says, “Those Love Island lotharios are a televisual reminder to all men that they need to raise their grooming game. The programme, with its identikit contestant selection, is saying 'this is what men are meant to look like in 2018' and the fact that the producers seem to pick guys that conform to a stereotype - hairless, muscular, tanned, perfectly-groomed eyebrows, blindingly white teeth - reinforces the image. I mean, where are the guys with hairy chests? It reinforces the idea that men shouldn't have a scrap of body hair. Love Island is manscaping's biggest cheerleader. Everyone of them is (forgive me for saying this) 'Instagram Ready’.”
Love Island adds that competitive element to how men look. Are you good looking enough? It clearly hit the marketing sweet spot.
“Well, the premise of the show is about getting the girl (or the boy if you're a female contestant) so it automatically associates a certain physical look with romantic - and sexual - success. Quiet sad really because we all know that outside of the Love Island/Instagram bubble that that's not reality.” says Kynaston.
Since the start of the new Love Island series, the number of men having eyebrow threading treatments at Superdrug have increased by 43% compared to last year.
Less than two years ago, only one in 50 appointments at Superdrug’s ‘Brow Bars’ were for male customers - today, men make up almost ten per cent of all appointments at the retailer who has 293 Brow & Lash Bars in its stores across the UK.
According to the brow specialists in Superdrug it appears younger men are opting for perfectly shaped dyed brows whereas the 40 plus generation are opting for a ‘tidy up’.
Simon Comins, Superdrug Commercial Director, says, “Programmes such as Love Island always influence customers to try out a new look and this year we’ve already seen males customers rush in to stores to get their guy-brows shaped and tidied.
“There has been a huge shift in male grooming over the past few years with a significant increase in customers looking for male grooming products with an 11 per cent increase in sales. But, male grooming has changed now it’s as likely to mean a concealer and lipgloss as shaving products.”
The UK’s men’s grooming market is said to be worth £2 billion a year and this is continuing to grow as men start to use more products and the grooming categories increase. Even Chanel is launching a men’s line called ‘Boy de Chanel’. It will first launch in South Korea, the biggest men’s grooming market in the world, with three "essential” products: a tinted foundation, coming in four colours, a matte moisturising lip balm, and four shades of eyebrow pencil.
So, what are men buying into?
According to Mintel, “Popular reality TV shows including Love Island and TOWIE have helped to popularise a preference for hair-free bodies amongst younger men, underscoring a growing demand for men’s hair removal products.”
All six men who originally entered the Love Island villa did so with hairless chests and all but one sported some form of facial hair or designer stubble.
Josephine O’Brien, analyst at Kantar Worldpanel, said: “Male contestants were even shown lathering hair removal cream on their bodies in an open-air shower and the hairless chests of the islanders set the standard for men hitting the beach this season.
Right - Will Love Island be looked back upon as 'peak grooming'?
“This is reflected in the sales – the number of men buying hair removal cream is up a staggering 17.7% in the past year and under-45s shopping for hair removal products have shot up 35.6% in the past 12 months.
“There’s less stigma among men about these grooming practices. In fact, peer pressure is one of the factors contributing to the increase in sales, with British men more likely than their European counterparts to remove their body hair because of societal pressures. This means that brands hoping to attract shoppers should be looking at the male market and how they can target this growing group – something the likes of Nads and Veet are already capitalising on.”
Over a quarter of men (28%) have shaved their body in the past 6 months with 72% of these removing hair from their intimate parts according to the Kantar Worldpanel data.
Brands such as Nads and Veet are capitalising on the trend and bringing out products targeted at men as brands like Nair. 54% of men who remove body hair describe themselves as image conscious compared to 41% of those that don’t, while the biggest driver to remove hair is personal hygiene with 42% saying a fear of odour makes them reach for the razor.
Men are also buying “Manscaping tools like the Philips OneBlade Face & Body and you dare not be pale these days, so a spray tan or bronzer is going to be important and I think there's a real interest in perfecting products - skincare products that act like real life filters.” says Kynaston.
“Increasingly men buy for themselves. Women are no longer the gatekeepers of male grooming. Yes, they're still popping things in the shopping trolley for their bf/husbands/sons, but increasingly men are seeking out their own grooming gear and treatments. They want to take charge of how they look and they have plenty of role models for inspiration. Plus, those role models are totally comfortable with manscaping, fake-tanning and eyebrow threading. I know a lot of men who are incredibly fussy about what skin and haircare products they use and they spend ages selecting the right gear. That wouldn't have been the case 20 years ago.” he says.
Love Island is a reflection of where the image conscious male is right now. This show intensifies and proliferates a single image of tanned, hairless and ripped males with glossy hair and white teeth. This type of look requires money, time and products and has clearly resonated with its male viewers and the subsequent uptick in grooming sales.
What’s interesting is, it feels like this type of look is becoming increasingly dated and men are and will be turning to more hairy, masculine(?) and natural looking ideals. It’ll be interesting to see, when we look back in a few year’s time, whether Love Island will be seen as the era of the peak groomed man?