For the boys

IN REACTION to the fast-growing men’s grooming market, Watsons Philippines is now dedicating a section its personal care stores — called “Mandated” — to products targeted at male clients including deodorants, shaving items, etc.

“A big part of buyers are still women but we’re seeing the men’s category growing really fast — faster than even women,” Marc Carbonell, senior category manager for men’s grooming of Watsons Philippines, told the media during the launch of the new section last month at the Podium in Mandaluyong City.

He added that the male category is “growing at a double-digit rate,” a trend they’ve been noticing for two years now.

Currently, 35% of their customers are men while the rest are women, he said, though he noted that “less that 10%” of the products carried in the store’s Beauty Section cater to men.

“But then we see the need to further expand our men’s assortment and our men’s brands and products so at least men will be more educated and more involved in their grooming,” he said.

The new section was also done in recognition of the fact that men’s shopping habits are different from women’s.

“What we learned [is that men] want convenience. We go and we take what we want,” he said, unlike women who tend to linger and browse more inside the store.

The Mandated section at the Watsons Podium branch feature three floor-to-ceiling shelves done in a darker palette than the rest of the store’s lighter color palette.

Mr. Carbonell said that most Watsons stores with beauty sections will have the “Mandated” section.

While the growth of the male category is growing, Mr. Carbonell said it will be a while before the male-to-female customer ratio equalizes which limits the section’s expansion. “Scale-wise, not right away because the women [part] of the business is still big. Not unless it grows triple than how the women’s market is growing,” he said. — Zsarlene B. Chua