Beyond the Blades: A Close Shave of Men's Grooming Habits and the Beard Trimmer Category

Beards have been making a comeback in recent years, and for many men, they're more than just a fashion statement. Whether it's a full beard, a bit of stubble, or a clean shave, the way a man grooms his facial hair can say a lot about him. As a player in the category, you need to stay on top of the latest trends and consumer preferences to ensure your brand stays relevant and competitive. That's why we conducted a comprehensive study on the beard-grooming habits and beard trimmers usage among consumers in five different countries: Germany, Spain, France, Italy, and the United Kingdom. In this article, we'll take a deep dive into the results of our research and provide insights that will help you better understand your target market and develop effective marketing strategies. 


Cross-Country Consumer Profile

How we defined the perimeter of the research and the outcome of a deep- dive into men’s beard grooming habits. 

Our samples were representative of the population in terms of age and geographical area in each of the countries. For the sake of this research, we interviewed men who have a beard and/or a mustache with the objective of gaining a deeper understanding of the beard trimmer consumer. 




As shown in the graph below, the majority of men choose to grow a beard for aesthetic reasons. According to the data we collected, a cross-country average of 72.6% of men surveyed reported that the main reason they grow a beard is for its visual appeal 


Breaking the “aesthetics” category into individual and specific motivators, further analysis of the data reveals that this trend is particularly evident in Spain and the UK, where 48% and 45% of respondents respectively reported thinking they look better with a beard than without. This is the most predominant reason across all countries. 


The survey also found that Germans believe that having a beard makes them look more "manly" (33%). It's important to note that the concept of "manliness" and its association with facial hair may have different cultural roots in different parts of the world. For example, in some cultures, a full beard may be associated with wisdom and experience, while in others, a well-groomed mustache may be seen as a sign of sophistication. 


Alas, trendiness was also found to be an important motivator for growing a beard in Germany (21%), France (25%), and Italy (21%). 



While aesthetics and cultural expectations were found to be key motivators for men to grow a beard or mustache, the survey also revealed that the "experience" of facial hair was a significant factor for many respondents. In fact, men across all countries surveyed reported that the experience of shaving was often unpleasant or annoying (Average 29.6%; Median 30%). 


In addition to this, the survey found that a strong drive to try something new was also a key motivator for men to grow a beard or mustache, in all countries but France.  


However, it's worth noting that peer pressure was not declared as an important reason for men to grow facial hair. This suggests that while men may be influenced by their cultural surroundings, they are primarily motivated by their own personal preferences and experiences when it comes to grooming.



The utilitarian and hygienic reasons were a close third in the UK. Men in Spain (23%), Italy (23%) and the UK (22%) reported skin irritations and imperfections as a common problem associated with shaving, with many feeling that growing a beard or mustache was a way to avoid these issues. It's clear that many men in these countries see growing a beard or mustache as a way to alleviate this problem and improve their overall grooming experience. 


Interestingly, the survey data also found that 26% of British respondents reported that keeping their face warm was an important reason for growing a beard or mustache. This suggests that there may be practical aspects to facial hair that vary largely from one country to another, especially when weather is involved. As a matter of fact, we could observe Spain (9%) to be the least concerned about how a beard can contribute to facial warmth, as it is also, on average, the hottest country among the 5 surveyed. 


In terms of hygiene, the survey data indicated that this aspect was largely overlooked by most countries. However, in the UK, 9% of respondents reported hygiene as a reason for growing a beard or mustache.  



According to the survey data, men in Germany (28%), France (24%), and the UK (28%) were most interested in growing a beard to look more mature. This is an interesting finding as it suggests that, in these cultures, facial hair is seen as a symbol of maturity and perhaps even authority. 


Although the countries we surveyed seemed more motivated by looking mature, rather than younger, it’s worth noting that this perception of facial hair is not universal. In some cultures, for example, beards are associated with youth and vitality. This can be seen in countries such as India and Iran. In these cultures, growing a beard is often associated with entering adulthood or reaching a certain level of social status. 


It's also worth considering the ways in which the perception of age can change over time. In the past, for example, beards were often associated with old age and wisdom. This is reflected in historical figures such as Confucius, who is often depicted with a long beard as a symbol of his intellectual prowess. 


Overall, this survey highlights the complex motivations behind men's decisions to grow a beard. While aesthetics and experience are the main reasons, more practical, cultural, social, and individual factors also play a role. As attitudes towards male grooming continue to evolve, it will be interesting to see how these trends change over time. 

Our research continues with an in-depth look at brands in the beard trimmer category and its competitive landscape. We measured brands' awareness and salience and conducted a comprehensive analysis of their positioning by comparing it with the most relevant image attributes, thus identifying valuable areas in the industry that can represent a differentiation opportunity for incumbents and new players.

Want to learn more about the most relevant brand attributes for consumer and how strong each individual brand is in relation to them?


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How Brands can Differentiate and Stand Out in a Crowded Market

In today's digital age, brands need to adapt to new technologies and changing consumer behavior to effectively increase return on investment (ROI). The rise of digital media has created new opportunities for brands to reach and engage with consumers, but it has also introduced new challenges and complexities. One of the key strategies to overcome these challenges is differentiation. Brands that differentiate themselves from their competitors can create a unique and compelling value proposition that resonates with consumers. 


One of the key ways for brands to effectively increase ROI in the digital age is by utilizing data and analytics. By gathering and analyzing data on consumer behavior, brands can gain valuable insights into what works and what doesn't. This information can be used to create targeted and personalized marketing campaigns that are more likely to resonate with consumers. Additionally, data and analytics can be used to optimize and measure the performance of digital campaigns, allowing brands to make data-driven decisions on where to allocate their marketing budget. 


Another way for brands to increase ROI in the digital age is by leveraging social media. Social media platforms like Facebook, Instagram, Twitter, and TikTok provide brands with a direct line of communication to consumers. This allows brands to build relationships with consumers and create a sense of community. It also allows brands to gain valuable insights into consumer behavior, preferences, and opinions. Additionally, social media platforms provide brands with an opportunity to reach new audiences, through sponsored posts, influencer marketing and other tactics. 


However, brands must be aware of the challenges that come with digital media, such as the rise of ad-blockers, changing consumer behavior, and the increasing competition. To overcome these challenges, brands need to adopt a customer-centric approach, understand their target audience, and provide them with relevant, valuable and engaging content. Additionally, brands should focus on building trust and transparency with their customers, and use a data-driven approach to inform their marketing decisions. 


One way for brands to differentiate themselves is by focusing on their unique selling points or “unique value proposition” (UVP). A UVP is the specific benefit or set of benefits that a brand provides that sets it apart from its competitors. By identifying and clearly communicating their UVP, brands can create a compelling message that resonates with consumers and make it more likely that they will choose that brand over others. 


Another way to differentiate is by focusing on the customer experience. Brands can differentiate themselves by providing exceptional customer service, a seamless online-offline experience or by creating a sense of community among customers. By doing so, brands can create a loyal customer base that is more likely to recommend the brand to others. 


Additionally, brands can differentiate themselves by creating a strong brand identity and by building a powerful brand story. A strong brand identity is a visual representation of a brand's personality and values that helps to create an emotional connection with consumers. A powerful brand story, on the other hand, is a narrative that communicates the brand's mission, values, and purpose in an engaging and authentic way. Both elements are powerful tools that can help brands to stand out in the digital age and create a lasting impression on consumers. 


A study by McKinsey & Company found that companies that differentiate themselves from their competitors have a 30% higher return on investment than those that do not differentiate. Another study by Forrester Research found that companies that differentiate themselves through customer experience outperform their competitors by nearly 80%. 


In conclusion, differentiation is a powerful strategy that can help brands to stand out in a crowded and oversaturated market. By focusing on their unique selling points, customer experience, brand identity and brand story, brands can create a unique and compelling value proposition that resonates with consumers, increase return on investment and create a loyal customer base. 

The Power of Message and Brand Personality in Maximizing Memorability

The message in marketing communications is crucial to convey brand personality and maximize memorability of the advertisement and the product. When creating marketing campaigns, it's essential to keep in mind that the message should align with the brand's personality and values. This helps to establish trust and credibility with the target audience and make a lasting impression on them. A brand's personality is essentially its human-like characteristics, and it helps to create an emotional connection with the consumer. 


There is plenty of data to support the importance of the message in marketing communications in conveying brand personality and maximizing memorability of the advertisement and the product. A study conducted by the Marketing Science Institute found that when consumers had a strong emotional connection with a brand, they were more likely to be loyal to the brand and make repeat purchases. The study also found that brands with a consistent and clear personality were more likely to establish an emotional connection with consumers. 


The advertising campaigns that create an emotional connection with consumers are more effective in growing the brand compared to campaigns that focus solely on product benefits. Ads that elicit an emotional response produce a much higher return on investment than ads that are simply informative. 


In terms of memorability, a study by Advertising Research found that the most creative and unique ads were more likely to be remembered by consumers. The study found that ads that used humor, storytelling, or incorporated current events had a higher recall rate compared to more direct and informative ads. A consistent message across all platforms and channels can significantly increase brand recall. 


One example of a food brand that has achieved better results by improving their message in their ads is Coca-Cola. The brand has been known for its iconic "Open Happiness" campaign that ran for several years. The campaign was designed to promote the idea that Coca-Cola is a simple pleasure that brings people together and creates happy moments. The campaign was a success because it aligned with the brand's personality of being fun and refreshing, and it created an emotional connection with consumers by emphasizing the idea of happiness. The company used a variety of channels to promote the campaign, including television, print, outdoor, and digital advertising. They also used a consistent message across all channels, which helped to reinforce the idea of happiness and increase brand recall. The campaign was very effective in increasing brand loyalty and driving sales, as it was able to create a strong emotional connection with consumers. 


To sum up, the significance of the message in marketing communications cannot be overstated. It is a critical factor in communicating brand personality and ensuring the ad and product are highly memorable. When brands align their message with their personality and values, and use a creative and coherent approach, they are more likely to leave a lasting impression on consumers. Coca-Cola is a notable illustration of this strategy, having effectively aligned their marketing message with their brand's personality and values, and consistently implementing it across all channels to drive sales, increase brand loyalty, and make a lasting impact on consumers.