The shaving blades market segment in
the country, although big business, is still in its nascent stages with
just about 40 per cent of Kenyan men shaving at home.
The rest prefer to visit barbers.
This is according to Gillette, a brand of safety razors and personal care products.
A
man spends on average Sh2,295 a month and a woman Sh1,200 on blades and
razors in a market that boasts over 10 million potential users.
This is the market that Gillette is salivating for.
Gillette’s
brand manager, Mr Mutune Kilonzo, said despite the steady growth in the
grooming market, the greatest challenge the firm is facing is winning
users of more premium and better
performing brands.
performing brands.
MAIN CHALLENGE
Today,
Gillette, which commands about 60 per cent of the market, attributes
its leadership position to perpetual innovation that has seen the brand
take consumers’ criticism seriously.
“The main
challenges that see us continue to constantly innovate is the African
hair gene. As African men, we are particularly susceptible to bumps due
to the coarse, curly nature of facial hair. Our research has, however,
shown that one can reduce the occurrence of bumps by shaving more often,
using new blades, using superior blades, and of course prepping oneself
before a shave,” said Mr Mutune.
He said once consumers understand the art of shaving, the market is bound to experience steady growth and boom.
The
global blade and razor business for both men and women is currently
valued at $12.3 billion (Sh1.05 trillion) with about 800 million men
shaving.
Mr Mutune spoke during the launch of the Gillette brand of male and female razors and blades into the Kenyan market.
The
brand comprises five-blade Fusion to compete with Mach 3, a three-blade
range in a bid to upgrade existing consumers to the premium product.
The
firm said the decision to bring Fusion into the market was guided by
consumers’ request for a product that would offer a smoother and clearer
shaving experience with less skin irritation, which has been a great
let down to blades purchase.
“What we have done is to
continue to introduce better quality products in the market at different
price ranges for our consumers. Our research has shown that our loyal
consumers are more likely to try out a new razor, which offers something
more than the one he currently uses,” said Mr Mutune.
Known
for its slogan, “The Best a Man can Get”, Gillette is seeking to
maintain its market leadership by offering users a larger variety in
order to maximise category sales.
“The strategy that
the brand is employing is to trade up consumers from using our
disposable blades such as Blue 3 to using our systems such as Mach 3 to
give them a better shaving experience that is also cost-effective in the
long run,” said Mr Mutune.
Since its acquisition by
Procter & Gamble in 2005, the 112-year-old brand has risen to become
its own competition in a market where demand for hair grooming
accessories is growing, yet the supply of quality products is low.
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