Men’s grooming has evolved from being an underdog of the personal care industry to a safe bet. In fact, men’s grooming continues to flourish with the US-Canada market, projected to grow at 4.07% compound annual growth rate (CAGR) during 2019-2027. The trend of the image-conscious consumer and growing social acceptance of these grooming rituals among men have increased demand for male-specific personal care products. This is reflected in online searches with search volume for male-modifier terms (e.g., men’s lotion) growing 13% year on year. However, search terms are less nuanced compared to the general skin care and body care categories and instead queries containing the qualifier ‘best’ (e.g., best deodorant for men) grew 20% year on year.
Editorial sites like Tools of Men top organic search results for nonbranded men’s bath and shower terms—not surprising, given the surplus of content curated for competitive brand/product comparison to aid decision making. Dove is the only brand to organically break through into the top ten domains for men’s bath and shower searches and supplements with aggressive SEM efforts, topping the Gartner L2’s Digital IQ Index: Personal Care in paid text ads with 72% visibility in the same category. By doubling down with paid search on generic product terms like “body wash for men,” Dove maintains visibility in a highly competitive search landscape.
The search landscape changes when it comes to the men’s hair loss category where search behavior revolves around causes and treatments. Keeps and hims are the only two brands to appear organically on the first-page of Google search results against nonbranded hair loss terms (e.g., “hair falling out”). They achieve this through robust content designed to address these high volume consumer concerns. Rather than driving consumers from Google SERP to their product pages, Keeps and hims further leverage content as landing pages to humanize men’s hair loss concerns. Additionally, they also include links directly to PDPs within all content pages, to ensure a closed loop between content and commerce.
When organic visibility is lagging and retailer/editorial sites steal real estate from brand.com in Google search, brands should consider paid text ads to boost their visibility. Alternatively, in order to compete organically, brands should host A+ content on the brand site that aligns with consumer searches, and ensure that this content provides links to commerce opportunities.