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Growing the men’s grooming market one bath gel or face scrub at a time

11:31 PM June 16, 2017

Mens products on sale this month at Watsons

Most men maintain a regimen limited to washing their faces, showering, shampooing and shaving. Using deodorant daily is a given, but the men’s grooming market is still a largely unfamiliar one, especially for Filipino males.

“Most Filipino men used to leave the decisions on what soap or shampoo to buy to their mothers, wives or girlfriends,” Karen Fabres, group marketing manager of Watsons Personal Care Stores, told Inquirer Lifestyle.
For two years now, Asia’s leading health and beauty retailer has been holding month-long promotions featuring brands from the men’s category. At Watsons this June, Gillette razors and products from Safeguard Men are 50 percent off, while Old Spice, Axe and Belo Men products are 20 percent off.

Watsons recently held a “Bro Bootcamp” at the Watsons branch at Podium Mall in Ortigas where local celebrities Kiefer Ravena, Robi Domingo and John James Uy shared grooming tips.

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Most Filipino men still have a long way to go when it comes to building a grooming regimen, but things are looking up.

“Their involvement in the shopping mission is growing. They want to smell, feel and sample the products they use on their face and body. They’re becoming more engaged,” Fabres said.

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