Something I found particularly interesting was a document that came with the samples describing the conclusions of some research for Wilkinson by The Future Laboratory.
I quote:
.. new research shows how men's attitudes and behaviour are evolving to define new trends in facial shaving, in line with the seismic changes all around us.
The next decade is set to be the most challenging, problematic, optimistic and imaginative period of our lives, and has been dubbed "the turbulent teens" by The Future Laboratory. Jobs, earning power social standing and security are all under threat, affecting the changing role model of masculinity. Three trends are identified:
Sharp Shaving - In response to flashy consumerism, we are seeing a renewed interest in traditional shaving styles, steeped in shared history and authenticity yet fashion led, which has led to Sharp Shaving.
Straight Shaving - In troubled times, men are reverting to a more conventional manly stereotype, giving rise to Straight Shaving, an overtly masculine, no frills, no nonsense and confidence asserting attitude to shaving.
Spa Shaving - Indulgence is no longer restricted to women. Spa Shaving sees men taking the time, money and effort to take care of themselves to look and feel their best, as part of a holistic grooming routine.
These trends are portrayed through the Three Ages of Shaving, defining male typologies that embody them:
The Forced Shaver - the young rebel who won't shave, but knows he needs to in order to conform and move forward in life.
The Connoisseur Shaver - the dapper dandy who wants the authentic art of shaving to express his fashion style.
The Revitalised Shaver - the older gent re-energised about life and caring for himself through shaving, looking healthier and happier.
The research applied a combination of quantitative and qualitative methodologies and analyses, spanning extensive desk research, a consumer survey, expert interviews to expand on key themes and consumer vox pops.
While the motivations behind men's shaving habits are many and complex, the barriers to shaving are equally intriguing. As noted by Mark Tungate, author of Marketing to Men and Luxury World: "The best way to get men to shave is to make the experience more pleasurable. If there was a way of making the act of shaving as pleasurable as going to the barber, I reckon many more men would do it"
Once upon I time, I used to receive reports from consultants. I still see that some of them are from another planet. What I find intriguing here is that it seems to describe a trend towards more "traditional" shaving. There seems to be no hint of that in the Hydro range.
