1 CHAPTER 1 SCOPE OF THE STUDY 1.1 INTRODUCTION ...

Growth in the Ethnic Consumer market is expected to come from specific colourextensions within existing brands. Increased advertising and the continued educationaimed at these consumers, to encourage an increase in tendency to try colours bettersuited to their skin types, is likely to help growth within the colour cosmeticsenvironment in coming years (see Appendix B, table 2.11). This trend is said to bealready evident within foundation, and is expected to gain a greater momentum whencombined with increased emphasis on the eye and lip products (EuromonitorInternational One, 2007:49)f) Men's Grooming Products current and future trends in South Africa:Current trends of Men's Grooming ProductsWhile the global trend towards the “metro-sexual” male has taken hold in South Africa,the majority of South African men are not educated, or concerned, about the skin careproducts that they use. Many are stated as relying on the women in their lives topurchase such products for them. Therefore, trusted brands are doing well in thisenvironment (Euromonitor International One, 2007: 52).In the pre-shave niche, there is said to be a growing shift from shaving foam to shavinggel, as male consumers feel that gel lasts longer, and is easier to use than shavingfoam. Shaving gel products also tend to have added skin care benefits. Many trustedbrands have extended their lines to incorporate skin care ranges specifically developedfor men. Traditional aftershaves are thus losing out to aftershave balms which havebeneficial properties as these are more attractive to male consumers (EuromonitorInternational One, 2007: 52).The future of Men’s grooming productsAccording to Euromonitor International One (2007:52) men’s grooming products is anemerging environment that should see strong future growth (see Appendix B, table 2.1340