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NEW YORK CITY—We've noted for years that spas and other beauty retailers and salons are a major source of keeping centers occupied and busy – but are they realizing the full potential of these tenants by making sure they appeal to male shoppers?
Believe it or not, manscaping (removing body hair below the neck) is a growing trend, with 39 percent of men reporting that they've indulged at some point, according to the 2014 Study of Men's Grooming Appliances and Tools by market research firm Multi-sponsor Surveys Inc. That's up from 6 percent in 2005.
Right now, the trend is most prevalent among Millennials and Hispanics (two rapidly growing demographics). But there's been an explosion in men's grooming retailers, from e-commerce (the Dollar Shave Club, as reported in the New York Times) to apparel companies adding skin care to their offerings (Freemans Sporting Club). The Art of Shaving, which adds some spa-like treatments to the old-fashioned barbershop, has been expanded by owner Procter & Gamble around the country. And men's grooming product launches increased by 70 percent from 2007 to 2012, says London and Chicago-based research firm Mintel.
With menswear proving to be one of the fastest-growing sectors in retail, it makes sense that retailers appealing to the rest of a man's appearance also would find opportunity. It's up to landlords to incorporate them into their mixes and promote them to this increasingly important market.
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