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

and 2.14). As South African men become more aware of the benefits of a proper skincare routine, so this environment is expected to see strong growth. Value sales of men’sgrooming products look set to see good growth during the forecast period of 2006 to2011 (see Appendix B, table 2.13), with an expected rise of 41 percent in constant (seeAppendix B, table 2.14).It is stated that brands that had achieved success in other areas of the South Africancosmetic and toiletry market, may extend their brands to include ranges specificallyformulated for men during the forecast period. Growth is expected to be driven by theintroduction of new brands and extended product ranges. The fragrance of malebranded products such as Vaseline Intensive Care for Men also is expected to drivesales growth, as males favour those fragrances over the more feminine fragrancesavailable. Unit prices are also likely to stabilise in order for new entrants to remaincompetitive, and gain a strong foothold into the South African market (EuromonitorInternational One, 2007:52).h) Fragrance Products current and future trends in South Africa:Current trends of Fragrance ProductsWhile the global trend towards premium products is said to have filtered down to theSouth Africa’s fragrances environment, the mass fragrances segment continues torepresent a large proportion of overall fragrance sales, due to the majority of thepopulation being of the lower to middle income group. There is market potentialhowever; with increased purchasing power among the emerging black middle class,who are becoming of increasing importance in fragrances market (EuromonitorInternational One, 2007:64).Black male consumers are particularly driving growth in the market. The global cultureof the “metro-sexual” male, and the “bling” factor favoured by international singing stars,has also proved aspirational, and inspirational within the fragrances environment41