Razor Sales Dropping Precipitously as World Embraces the “Scruffy Look”
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Whatever you blame, there’s no doubt that scruffy faces — and full-on beards — have been making a comeback. So much so that North American razor sales are way down, and an increasing number of British men are getting — wait for it — facial hair transplants.
Procter & Gamble, which owns shaving giant Gillette, recently announced that its razor sales are falling in developed markets. Energizer’s Schick razor has also taken a recent hit, with sales dropping 10 percent in the last year. Market research firm Euromonitor International predicts that in 2013, shaving products are expected to lose their dominance in the larger male grooming market for the first time ever.
“The vogue for stubble, the relative non-hairiness of Chinese men, growing acceptance of the unshaven look in the workplace and, most importantly, the ever increasing cost of shaving have all been damaging to men’s shaving and Gillette alike,” Nicole Tyrimou, an analyst at Euromonitor International, wrote recently. “Over the medium to long term, the desire for an unshaven look is expected to continue, especially in Western Europe where increasing unemployment coupled with stubble being in vogue will continue to damage growth of razors and blades.”
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