It’s Movember alright. But, guess what, Movember – the month to celebrate moustaches and facial hair – came a lot early to a lot many Aussies!
For a fifth year successive year, fewer Australian men bought shaving products including razors and foams, according to latest data from Roy Morgan Research. In the year to June, 11.9 per cent of Australian men aged 14 and over bought shaving soaps or foams in an average four-week period, compared to 14.2 per cent in the year to June 2009.
The downward trend is consistent across all age groups as Aussies dumped role models such as Michael Clarke – and cheeks like babies’ bottoms – and plumped for Hugh Jackman-like hirsute fashion.
Teens under 18 alone buck the trend
Still, the demographics had both a soft side and a hairy one.
Teenagers under 18 were the only demographic that bucked the downward trend, buying more shaving products than in previous years.
But that was offset somewhat by a stronger decline in men under 25. In fact, this age group showed the largest proportional decrease – from 9.3 per cent in 2009 to 6.2 per cent this June. The decline in men aged 25-34 was only marginally lower.
The trend held even when accounting for the fact that wives, girlfriends (or, in the case of younger respondents, their mothers) buy the shaving products for men. In 2009, for example, 11.1% of the population — male and female — bought shaving soaps or foams but by June 2013, it was down to 8.8 per cent.
“The popularity of beards among high-profile celebrities such as Hugh Jackman and Brad Pitt has almost certainly contributed to the facial hair revival,” said Norman Morris, Roy Morgan’s Industry Communications Director, who himself sports a beard.
Across states, sales dropped the most in Victoria (from 13.8 per cent to 10.6 per cent) and NSW (from 14.9 per cent to 11.9 per cent). Tasmania alone reported higher sales – from 9.5 per cent to 12.4 per cent.
“To weather this trend, manufacturers and marketers of shaving products for men must ensure they know who among their target market is still buying their products, and tailor their communications accordingly,” said Morris.
What’s it going to take to get Aussies to shave again?
Maybe, Gillette’s famous campaigns such as “Shave India” or America’s “Kiss and Tell”! But then there’s nothing to suggest Aussies get any fewer kisses!