Market & Brand Analysis
Market Overview
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Number 3 in Men's Grooming category and in the list of brands offering male shampoo (behind X-Men and Romano)
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Number 1 in anti-dandruff male shampoo
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Clear Men's % CAGR 2015-2020 is higher than the CAGR of the male hair care category
1.5%
2.9%
Male Hair Care
Clear Men
CAGR 2015-2020 (2020 current value)
Clear Men's growth has aligned with the changing demands of their male already-users over time, and starts to reach maturity among this market.
Beside building brand preference among these already-users, Clear Men has to expand their market to the general hair care category (both unisex and gender-based product consumers) to take on more room for growth.
Market Movement
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The CAGR of the male hair care category continues to increase in the forecasted future, meaning that the male hair care market is still in its growth stage in the product life cycle.
CAGR (2020 current value)
4.8%
Hair Care
2015 - 2020
1.5%
Male Hair Care
2020 - 2025
7.7%
Hair Care
4.5%
Male Hair Care
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Stepping away from gender-based stereotypes
Trend
Observation
65%
of Gen Z males believe men are negatively stereotyped by the media
50%
of Gen Z males do not identify with the term “masculine”
Figures like Harry Styles, BinZ, Vũ Cát Tường, Thanh Hằng, who embrace a gender-fluid style are highly endorsed by the new generation
Gen Z is adopting a gender-fluid aesthetics, where they do not see gender differences in consumption options, from fashion to personal care
Top male shampoo brands revolve around the traditional standardized image of a man:
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X-Men: A Real Man
But delivering a fixed definition of a man, always associated with the presence of a woman
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Romano: A Classy Italian-styled man
But no action, and too ‘mature'
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Clear Men: A Man who overcomes Challenges - Man of Sport: Youthful
But the set of ‘Challenges' is quite restricted
As a big player, Clear Men has the early-mover advantage of point of market entry among younger demographics. However, from customers' perspectives, Clear Men’s branding image is not distinctive enough.
JTBD
1
2
Build a personalized version of a ‘man’ among viewers
Emphasize and educate on the distinctiveness of routine products (shampoos) to the other items (fashion), which strictly requires biologically gender-based designed solutions
Market Movement
-
The CAGR of the male hair care category continues to increase in the forecasted future, meaning that the male hair care market is still in its growth stage in the product life cycle.
CAGR (2020 current value)
4.8%
Hair Care
2015 - 2020
1.5%
Male Hair Care
2020 - 2025
7.7%
Hair Care
4.5%
Male Hair Care
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However, male hair care's growth rate is still behind that of the general category, which could be attributed to movements among the male consumers in general hair care market (whom we aim to penetrate) that does not align with the direction of male hair care players:
Brand Story
Reflecting evolving consumer values, since March 2021, Unilever has removed the word ‘normal' from all the branding work, as well as limited the use of excessive editing of models' appearance in advertisements across all the brands in the Beauty and Personal Care division.
"
We are committed to tackling harmful norms and stereotypes, and shaping a broader, far more inclusive definition of beauty.
- Sunny Jain, President of Beauty and Personal Care @ Unilever
In a category that is framed in standards, Clear Men has to challenge the status quo in the effort to step out to new customers.