How men’s grooming brands are tackling Instagram

How men’s grooming brands are tackling Instagram

“Grooming is the secret of real elegance. The best clothes, the most wonderful jewels, the most
glamorous beauty doesn’t count without good grooming” Christian Dior.
As much as women’s beauty is concerned, men do hold an equal amount of importance in today’s times. Men have become more concerned when it comes to health and beauty due to which a rapid rise in the graph of men’s grooming products is observed. In times of Covid-19, demand for home grooming products has surely gone beyond the bars for which many new brands have come into existence. According to sources “The male grooming market in India was valued at INR 140.50 Bn in 2018, and is expected to reach INR 319.82 Bn by 2024, expanding at a compound annual growth rate (CAGR) of ~15.14%, during the forecast period (2018-2024)”.Globally, men's grooming products market was estimated at US$52.547 billion for the year 2019. By 2025, with urbanization, investment and demand will surely grow increasingly high across the globe. With new brands entering the market, the idea from physical presence has been switched by an online presence. In times of Covid-19, choosing digital platforms for sales and marketing has been the only source for such brands. In India, new and existing brands are seen approaching social media platforms, especially Instagram to fulfil their targets.

Here are the key features that reflected their marketing strategies:
Influencer Marketing
Influencer marketing is one of the most used strategies approached by brands. It was during the pandemic that needs not just of macro and well-established influencers rose but also of the micro and the young ones. Brands like Mama Earth targeted nano and microbloggers for their reach, sales and electronic word of mouth. Their new range of grooming and beauty products helped them achieve the desired results. Targeting influencers during the festive season has proved to be another great benefit for grooming brands. Bombay Shaving Company came up with customized packaging for well-established bloggers and their siblings during Raksha Bandhan. This strategy proved to be one holistic approach to meet its objectives. Talking about budgets, in India, micro and nano-influencers on Instagram charge between ₹8,000 and ₹18,000 per post respectively, while macro-influencers with a large following (500,000 followers) can charge around ₹7 lakh a post. The Man Company did not hire macro-influencers who generally charge a hefty fee. Instead, they connected with prospective consumers through authentic, compelling content created by micro-influencers who agreed to market the products in exchange for free products.

Instagram Features
Instagram has proved to be an effective platform for brands to increase their market by targeting the right audience. With great engagement, advertising and reachability features, Instagram allow the brands to optimize the platform to its level best. While the demand for men’s grooming in the Indian market is rapidly increasing, brands are also being consistent on posts, advertising and other online strategies. Ashutosh Valani, co-founder, Beardo, tells us that the acceptance for new men’s grooming products is impressive. Valani caters to the millennial generation and believes that Bollywood has a big role to play in influencing style even today. That’s one of the many reasons why Suniel Shetty is a brand “mentor” for Beardo. While the 90’s actor hasn’t given audiences blockbusters like his counterparts, Shetty has come back in the spotlight because of his Instagram photos. Currently, actor Shahid Kapoor is endorsing the philosophy of “beard revolution” for Beardo on social media. Furthermore, one of the most direct information features Instagram allows a brand to use is to add a price tag for each of its products.

Instagram has seen many men’s grooming brands entering the existing market using it as the first platform. While grooming has its perspective beyond the gender roles, here are some of the latest facts and investments by established brands.
• “The men’s grooming service in New Delhi has grown more than 5 times in the last six months” The Urban Company.
• Indian cricket team coach Ravi Shastri is about to launch a male grooming and hygiene products line - 23 Yards.
• Nykaa now offers men’s fashion and grooming product line with 42 thousand products from a variety of 560+ brands.
However, there needs to be certain ethics while implementing a certain grooming/ beauty campaign. 'Qraa Men,' a men's grooming products company, recently got called out for marketing campaign on social media. They criticized the brand for objectifying women in their marketing campaign. Hence, to influence, grooming brands need to be highly conservative. The men’s grooming segment has made its way and Instagram, if used ethically, surely has a lot to do in the marketing of the same.

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