Influencer Marketing Playbook for the Men’s Grooming Industry
Step right into the exciting world of men's grooming, where the boundaries have been shattered, and the rules are rewritten. It's no longer just about razors and shaving creams —it's a new realm of skincare and beauty that men fearlessly embrace. Just take a look at the likes of Brad Pitt and Harry Styles, who launched their men’s grooming brands after recognizing how the market is expanding.
Sure, there are other big players like Armani skincare, Louis Vuitton, and Kiehl, effortlessly merging luxury with grooming rituals. But let's not forget about the disruptors—the Direct-to-Consumer (D2C) brands that have taken the ordinary men's skincare scene by storm. These brands have created a buzz around accessible and effective solutions, indulging men in their daily routines like never before.
From body oils to male acne creams, Korean skincare to age-defying solutions, healthy hair styling products to men's beauty creams, facewash to face serums, dark spot removal creams to skin whitening potions—there's a whole world of options out there, with multiple brands vying for attention.
But let's be real, competition is fierce. Whether you're a new D2C brand entering the men's grooming sector or an established brand launching a new product, the challenge is real. In a world where a strong presence on social media is a must for consumer-oriented products, you are certainly facing the daunting task of engaging customers and encouraging them to interact, post, and tag your brands actively.
That's where our influencer marketing playbook comes in. We've got you covered, addressing all your pain points and challenges head-on. We'll guide you through the process as to how you can unlock the full potential of influencer marketing and take your brand to new heights.
NAVIGATING THE THRIVING MEN'S GROOMING MARKET
According to Statista, the global men's grooming category is experiencing a robust growth, with an annual sales rate of 5%. Projections indicate that by 2024, this flourishing industry will likely reach a staggering USD 81 billion in value.
Another market research published by Custom Market Insights (CMI), reveals that the global male grooming market, in the year 2021, had a valuation of approximately USD 55 billion. As we gaze towards the future, industry experts predict that by 2030, this market is expected to double its worth, skyrocketing to a staggering USD 110 billion.
The rise of men's interest in skincare products finds further affirmation in the reports of the renowned market research company, NPD Group. They revealed that the sales of men's skincare in 2022 reached a remarkable sum of USD 190.1 million, marking a substantial 23% increase compared to the previous year of 2021. This surge in demand underscores the growing fascination among men for maintaining and enhancing their skin health.
Delving deeper into consumer insights, Connecting the Dots 2022 report from GWI, highlights that since 2018, beauty and cosmetic products have experienced an unprecedented surge in interest, earning the prestigious title of the "fastest-growing interest" among male consumers.
The period between 2018 and 2021 witnessed a remarkable 21% increase, with the trend reaching its height during the 2020 lockdown. Furthermore, the meteoric rise of TikTok's user base, which doubled between 2019 and 2021, played an important role in shaping consumer behaviors and preferences.
These figures highlight the thriving men’s grooming market's immense potential and how it holds a world of possibilities for brands. Now, let us understand what has led to the evolution of men’s grooming popularity.
REASONS BEHIND THE POPULARITY OF MEN’S GROOMING INDUSTRY
1. Rise of male-specific products: Historically, the only goods available for men's grooming were the most basic essentials like soap, shampoo, and razors. However, the market has seen a rise in male-specific products, including skincare, haircare, beard grooming, and scent, as a result of shifting societal standards and a greater emphasis on personal hygiene.
2.Technological advancements: Technological developments like electric razors, trimmers, and clippers have also influenced the men's grooming market. These developments have improved the effectiveness, practicality, and comfort of male grooming.
3. Increased focus on sustainability and natural ingredients: As consumers become more conscious of their environmental impact, the men's grooming industry has responded by offering sustainable, eco-friendly products and packaging. Similarly, there has been a growing trend towards natural and organic ingredients, with men seeking out products free from harmful chemicals.
READ MORE: Integrating Social Responsibility Into Your Influencer Marketing Strategy
4. Growth of the barbershop industry: Barbershops have experienced a resurgence in popularity, providing men with a space to relax, socialize, and receive professional grooming services. Many modern barber shops also offer additional services such as facial treatments, hair styling, and beard grooming.
5. Changing attitudes towards male grooming: Perhaps the most significant evolution in the men's grooming industry is the changing attitudes towards male grooming. What was once considered a feminine practice is now widely accepted and celebrated, with men taking pride in their appearance and investing in grooming as a means of self-care.
The significant transformation has been possible due to social media proliferation. For men in all generations from baby boomers to Millennials and Gen Zers — grooming has become a part of daily lifestyle. They have found different avenues to learn about the latest grooming trends, from joining communities on Reddit to following influencers for easy tips on grooming or the right products to use for their skin.
Influencer marketing effectively fills the gap between your brand and the target market, which is interacting with different other brands on social media to find support for using male cosmetics or men's beauty products and find the best option. You do have an opportunity to connect with them and get genuine conversions.
INFLUENCER MARKETING FOR MEN’S GROOMING BRANDS
Men's grooming influencer marketing is all about teaming up with those individuals who have mastered the art of grooming and personal care. These social media influencers have built a loyal fan base, and they know the ins and outs of the industry like no other. They’ve covered everything from dishing out grooming hacks to sharing honest product reviews.Whether it's an Instagram post, a YouTube video, or a catchy TikTok clip, these influencers know how to captivate their followers and make an impact.
IDEAL INFLUENCER COLLABORATIONS FOR MEN'S GROOMING BRANDS
The choice of influencers depends on your target audience, objectives, and overall brand image. Working with influencers who align with the brand's values and have an engaged following can greatly enhance the reach and impact of your men's grooming campaigns.
To let that happen, research and identify influencers with a significant following and influence in the men's grooming space. Look for influencers who align with your brand's values, target audience, and product offerings. They could be male grooming experts who specialize in men's grooming and have established themselves as experts in the field. Whereas influencers in categories like men's fashion and lifestyle, fitness and wellness, men's beauty, social media comedy and lifestyle can also be good options to explore.
Experts suggest going for micro-influencers. "Influencer marketing is continuously changing, so it's important to stay on top of the latest trends and tactics. Using micro-influencers is one new trend in the men's grooming sector. These influencers have a highly engaged audience and smaller followings (often 1,000–10,000). Companies can collaborate with micro-influencers to provide relevant, authentic content that appeals to a particular audience," says Ar Tamim, an e-commerce and marketing manager, Minoxidil, a solution to stimulate hair growth and slow balding.
More importantly, you must forge authentic partnerships with influencers who genuinely believe in your brand and products. "Besides partnering with micro-influencers and considering the influence of female consumers, another important aspect for successful influencer marketing in the men's grooming industry is authenticity," says Nate Nead, investor, Shave.net, providing traditional wet shaving and cartridge razor shaving products.
"Consumers can easily detect when an endorsement or recommendation from influencers feels fake or insincere; hence genuine collaborations between brands and influencers are critical in building trust among audiences which eventually leads to increased sales and brand loyalty," says he.
Authenticity is key to successful influencer marketing campaigns. Select influencers genuinely interested in men's grooming and passionate about promoting high-quality products. It will lead to more genuine and credible endorsements, resonating with the audience.
You win half the battle in identifying the right influencers for the campaign. But strategizing the marketing campaign is the second half. Here are some of the ways to do it.
READ MORE: How Nano-Influencers Help D2C Brands Cut Collaboration Costs by 200%
DIFFERENT WAYS TO STRATEGIZE AND EXECUTE INFLUENCER MARKETING CAMPAIGN
1. Engaging Content
Perhaps you're wondering what it takes to work with influencers to develop interesting, original material that promotes your products in a credible, personable way. The solution is to have your influencers share personal experiences, grooming tips, product reviews, or tutorials. Ideally, the material would be both educational and engaging, drawing in readers and prompting them to take action.
Founded in 2018, Stryx, a New York-based brand, offers men's skincare and cosmetics products, such as moisturizers, cleansers, pimple patches and other men's grooming accessories. In 2021, Stryx introduced a hashtag challenge on TikTok, inviting users to experience their product using a distinctive branded hashtag.
They started the #DadsCanToo campaign, aimed at showcasing the capabilities of Stryx's men's product range. The strategy involved collaborating with influencers demonstrating the transformation achieved with Stryx products through a before-and-after approach.
In an interview with Net Influencer, Jon Shanahan, the co-founder of Stryx, explained the concept behind the campaign, stating, "We created the #DadsCanToo campaign to emphasize that even fathers deserve to look and feel their best. We introduced a concealer that enables them to enhance their appearance and confidence. We incorporated a TikTok audio clip, uniting everyone under the belief that 'Dads Can Too.' Our goal at Stryx is to empower every man to look and feel exceptional, regardless of the circumstances. To kickstart the challenge, we reached out to influencers, encouraged them to participate and provided them with our concealer for the challenge."
The #DadsCanToo campaign was noteworthy in several ways. In the beginning, the campaign significantly increased engagement and involvement on TikTok. Stryx attracted a large audience and generated interest in their men's product by utilizing the platform's prominence and enlisting influencers.
Users of TikTok took notice of the brand hashtag, which led to an increase in user-generated material around the campaign. The hashtag's natural propagation broadened the brand's reach and prominence. Stryx engaged its target market on a relevant and emotional level by addressing the desire for men, including fathers, to look and feel their best.
2. Storytelling and Narratives Around the Brand’s Actual USP
Learn to weave tales that strike an emotional chord with your target audience while highlighting the brand's USP. Something that Aaron Wallace has been practicing by working with Black men influencers to highlight how their products specifically focus on the needs of black men. The task is to weave the specific narratives into the influencer's content, demonstrating how your products contribute to the overall grooming experience and positively impact their lives.
Example: Aaron Wallace
Aaron Wallace, established in 2016, is a vegan haircare and skincare brand specifically designed to cater to the unique needs of Black men.
For their latest campaign on Father's Day in 2023, Aaron Wallace has collaborated with influential individuals such as Nnamdi, Andrew McCormack, and school teacher Mr Mba, whose combined social media following exceeds one million across various platforms. The campaign aims to create compelling content, organize engaging events, and raise awareness about the significance of grooming and self-care for Black men, all while promoting the brand's range of products in anticipation of the event.
Aaron Wallace commented on the collaboration: "We are thrilled to be partnering with these influential Black men to showcase the power of grooming and self-care. We believe that every man should feel confident and proud of their appearance, and our goal is to empower Black men to do just that."
3. User-Generated Content as Instagram Ads
Start by reaching out to influencers and their followers, asking them to share their experiences using your awesome products. You can even spice things up by running contests or campaigns that inspire users to post photos or videos showing off their grooming routines or using your own unique branded hashtags.
User-generated content is a win-win situation because it not only creates a buzz and gets people excited, but it also acts as social proof for your products. Seeing real people loving and using your stuff is incredibly powerful for potential customers. And here's a little secret: the potential of this content is so huge that you can even promote it as ads to gain even more traction. It's like a domino effect of engagement and brand awareness.
Since its founding in 2016, Hawthorne has been experimenting with various social media strategies. One significant discovery made by the brand is that user-generated content (UGC) works exceptionally well as Instagram ads. To foster this, Hawthorne has fostered strong relationships with around 60 customers who willingly share their experiences and talk about the brand on social platforms in exchange for complimentary products.
This approach has proven fruitful for Hawthorne, as evidenced by its impressive growth on Instagram. In 2019 alone, their Instagram following skyrocketed by 200%, reaching approximately 38,000 individuals. In an interview given to Glossy in 2022, the brand's Co-Founder, Brian Jeong revealed that Hawthorne had achieved a remarkable sales growth of 350% year-over-year for the past three years.
Hawthorne's customer base primarily consists of individuals aged between 18 and 35 years-old, with 60% residing in metropolitan areas. These demographics reflect the brand's appeal to a younger, urban audience seeking high-quality personal care products.
Overall, since its inception, Hawthorne has strategically harnessed the power of social media, leveraging UGC and establishing a strong rapport with customers to achieve significant growth in its online presence and sales figures.
4. Exclusive Offers and Discounts
One of the coolest ideas to boost your sales and create buzz around your brand is teaming up with influencers and giving their followers exclusive discounts or promo codes. This way, you'll incentivise their audience to try your products while creating a sense of urgency to make a purchase. It's a win-win situation.
There's more! You can also get creative with your promotions by introducing exclusive offers tied to special days like Father's Day, Earth Day, National Self-Care Day, and many more. These occasions provide fantastic opportunities to tailor your discounts or deals to specific themes and capture the attention of your target audience.
Example: Scotch Porter
Let's talk about Scotch Porter, a men's grooming brand based in New Jersey that has been making waves since 2015. They've covered you in the personal care department with their fantastic range of products for your beard, hair, skin, and even fragrances. What sets them apart is their dedication to using top-notch, plant-based ingredients like Aloe, Kale Protein, Burdock Root, Nettle Leaf, Shea Butter, and various botanicals.
When it comes to marketing, Scotch Porter knows the game well. They're active in all the digital marketing channels you can think of - PPC, Paid Social, Email, Influencer collaborations, and Affiliate programs.
On May 2, 2023, they recently made an exciting post in honor of National Black Barber Shop Day. They showed their appreciation for black barbers' profound impact on their community throughout history.
To celebrate National Black Barbershop Day, Scotch Porter offered a fantastic deal ( For the entire week, you could enjoy a Buy One, Get One 50% off discount on their Beard and Hair styling essentials. Just use the code NBB50 at checkout. Now that's a gift that only skilled hands can create!)
Not only do they know how to celebrate special days, but Scotch Porter also showed their commitment to the environment on Earth Day. They offered a generous 30% discount while encouraging their customers to find ways to increase environmental wellness. It's great to see a brand that cares about our planet and provides awesome products simultaneously.
5. Cross-Platform Promotion
Taking your influencer campaigns to the next level is all about leveraging multiple social media platforms and channels. Don't limit yourself to just one platform—reach as many people as possible by collaborating with influencers with a strong presence on platforms like Instagram, YouTube, TikTok, or even relevant blogs.
To truly maximize the impact, encourage cross-promotion. When influencers create amazing content for your brand, don't keep it to yourself. Share that content on your brand's social media channels and website. Let their creativity and influence shine, and watch your brand reach new heights. The key is to be present where your target audience is and to make your brand visible across various platforms.
Example: War Paint For Men
In April 2023, the brand collaborated with Scott McGlynn, the creator of celebrity skin talk and skincare tipper. Together, they ran a series that delved deep into men's most common skin worries. It was all about getting up close and personal with real guys with skin concerns and providing them with the knowledge they needed to tackle those issues head-on. From tips and tricks to finding the perfect combination of skincare and makeup, War Paint For Men left no stone unturned.
They took to all four major social media platforms to share this valuable content with the world. It all started with a teaser reel on Instagram, capturing their audience's attention and leaving them wanting more. From there, they directed viewers to the full-length video on Instagram, allowing everyone to dive into the insightful discussions. But they didn't stop at videos alone—War Paint For Men also created accompanying blog posts to explore further the topics covered in the videos.
In these engaging YouTube videos hosted by Scott McGlynn, they tackled some burning questions about how skin issues can affect one's confidence. They even debunked common myths like whether toothpaste helps with acne and explored the connection between sleep and skin health. It's clear that War Paint For Men understands the day-to-day grooming challenges men face and aims to provide the answers and support they need.
6. Paid Influencer Model
The paid influencer model is about teaming up with influencers and compensating them for promoting your products or services. In this business model, influencers are paid a fee or receive other perks in exchange for creating content and endorsing the brand. Those perks could include free goodies, exclusive access, or cold, hard cash. It's a way to tap into the influencer's reach and credibility while allowing influencers to monetize their influence.
Regarding the paid influencer model, you can often establish a contract that lays out all the important details. Think of it as a roadmap that outlines the scope of work, what needs to be delivered, payment terms, and any specific rules or guidelines for the content. The compensation for influencers can vary based on factors like their audience size, engagement rate, industry expertise, and the complexity of the campaign.
The USA-based Manscaped, founded in 2016, is a prominent name in the men's grooming sphere. Not only do they have a catchy brand name and cool branding, but they also know the power of influencers in driving their business forward. In fact, they invest millions of dollars every year in influencer partnerships.
Tyler Wentworth, the director of social media at Manscaped, knows the power of influencer marketing firsthand. In an interview with Glossy, he said Manscaped had built an impressive influencer network of
over 1,800 individuals. Around 50% of them are micro-influencers, with less than 100,000 followers. Another 30% are macro-influencers, boasting over 100,000 followers, while the remaining 20% are mega-influencers with over 1 million followers. Roughly half of these influencers are paid for their collaborations with Manscaped.
In 2022, before the holiday season, CMO Marcelo Kertesz said in an interview with Glossy, "Right now, [we're] about to enter the holiday season, and I have over 1,000 different creative pieces on video alone," he said. More than 650 of these creatives are different cuts of original content and video assets from channels like TikTok, Instagram and YouTube, including influencer campaigns and general user-generated content."
7. Use Your Employees (even CEO) as Influencers
Many brands discussed above have taken a unique approach by using their employees as influencers. It's like having the inside scoop straight from the source! Companies like War Paint for Men, Scotch Porter, and Stryx have their CEOs stepping up and sharing videos on social media platforms. They talk about their products, emphasize the importance of men's grooming, and highlight their products' amazing benefits.
With their in-depth understanding of the brand's products or services, these employee influencers can effectively communicate all the fantastic features, benefits, and even share useful tips on how to use the products. They become like nano and micro-influencers, engaging directly with their followers and sparking meaningful conversations. It's a personal touch that adds authenticity and builds stronger connections with the audience.
HOW INFLUENCER MARKETING HELPS MEN’S GROOMING BRANDS OVERCOME CHALLENGES
We’ll examine influencer marketing's advantages from the standpoint of how it might assist you in overcoming the difficulties encountered when promoting your products. We've had the chance to chat with some marketing experts to uncover the potential benefits of influencer marketing and how it can help you achieve your goals
Challenge 1: Reaching the Target Demographic Successfully
Within the men's grooming market lies diverse consumers with distinct preferences, needs, and grooming routines. This fragmentation poses challenges for brands seeking to simultaneously appeal to a broad audience while offering specialized products or catering to specific niche markets. Navigating this unsegregated potential customer base can be paramount for you aiming to effectively target and engage the desired target audience.
"Competition in the male grooming industry has been constantly growing, due to which the competition within the market has grown intense. It directly affects you when you aim to reach and engage the target audience successfully," says Kiran Lachwani, head, marketing and operations , PowerYourCurls, a UAE-based store that provides products for curly hair.
It can be difficult to stand out from the competition and attract the interest of the desired target demographic in the fiercely competitive digital landscape, where every brand fights for attention. This is especially true given that smaller, less established competitors often have smaller marketing budgets.
How Influencer Marketing Helps: "Influencer marketing can be particularly successful in lowering barriers and enticing men to try new goods in the men's grooming sector, where personal care can be a touchy subject for some guys," says Lachwani. According to her, you can successfully reach the target audience and increase customer credibility and trust by collaborating with influencers with a sizable following and strong influence over their audience.
Influencers have a significant reach across multiple social media platforms. By leveraging their popularity, you can extend your reach and tap into new audiences that may have otherwise been difficult to access. "Male grooming products are typically marketed towards younger men, who are more likely to be active on social media platforms. Influencer marketing provides a direct line of communication to this demographic, allowing brands to target their marketing efforts more effectively," says Zahid, founder, The Plant Bible.
Challenge 2: Gaining Consumer Trust
Gaining initial trust is difficult if you are a relatively new brand compared to an established one. You lack a long history of positive customer comments, ratings, and recommendations that might boost your credibility. Customers may find it challenging to judge the quality of your product because you have little to no social proof.
It can be hard for consumers to get over their reservations due to their prior interactions with other men's skincare or beauty products. As a matter of fact, many males have developed brand preferences and are devoted to particular goods or brands that they know and trust. It can be difficult to persuade them to give up their favoured brands and try something new.
In the men’s grooming sector, gaining consumer trust becomes more difficult. “Many men are dubious about grooming products, particularly those that promise speedy results,” says Ar Tamim, e-commerce and marketing manager, Minoxidil, a solution to stimulate hair growth and slow balding.
How Influencer Marketing Helps: Influencers can contribute to developing trust among their audience by sharing their own stories and endorsing things they firmly believe. They often foster high engagement levels with their followers, encouraging meaningful conversations and interactions around the brand, ultimately boosting brand awareness and visibility.
“This can address reaching out to varied audiences. Today, products are readily available for various skin, hair, and personal style types. Influencers give marketers a means to connect with a wide audience with various grooming requirements and preferences,” says Tamim.
Challenge 3: Low Brand Awareness
Constrained marketing budgets often pose challenges if you are a D2C brand, start-up, or small business. The limited financial resources may hinder investments in large-scale advertising campaigns or traditional media channels, which typically generate substantial brand exposure. Plus, the lack of established distribution channels and the trust and credibility larger brands enjoy further compound the difficulties.
These constraints directly impact, particularly when you are targeting a defined audience rather than a mass market. These bottlenecks limit the potential size of the customer base and overall brand awareness.
How Influencer Marketing Helps: "As male grooming is a relatively new and growing industry, many brands struggle with low brand awareness. By partnering with influential male personalities on social media platforms such as Instagram, YouTube, and TikTok, brands can tap into their followers' trust and credibility and reach a wider audience," says Zahid.
To elaborate it, influencer marketing drives brand awareness through extended reach, authentic endorsements, engaging content, targeted audience alignment, and viral potential. Collaborating with relevant influencers allows you to tap into the influencer's established audience and extend your reach significantly. Influencers' authentic endorsements and engaging content resonate with their followers, fostering credibility and trust in the brand. This increases visibility and exposure to a wider audience, improving brand awareness.
Additionally, influencers' targeted audience alignment ensures the brand's message reaches the right people, enhancing the brand-consumer connection and driving higher engagement. The viral potential of influencer-generated content further amplifies brand awareness by rapidly spreading across social media platforms, attracting new followers and potential customers.
Challenge 4: Low Engagement Rates
When your offerings and messaging closely resemble what's already available, capturing consumer interest and engagement becomes challenging. Often overshadowed by a lack of visibility, your skincare or beauty product yearns for recognition and a chance to stand out in a crowded market.
In the age of social media, an essential channel for connecting with consumers, D2C brands may struggle to establish a strong presence. Inconsistent posting, generic content, or lacking community engagement can result in low follower engagement rates.
How Influencer Marketing Helps: Embracing creativity becomes your ally in this pursuit. Differentiate your brand with a compelling story and break free from the ordinary. Cultivate a captivating digital presence that engages your audience and distinguishes you from competitors. By defying conformity and embracing imagination, you can shine brightly in the digital landscape, capturing the hearts and attention of your followers.
"Traditional forms of advertising, such as TV and print ads, often struggle to engage consumers in the digital age. Influencer marketing provides a more engaging and interactive way to promote products through product reviews, tutorials, and recommendations," says Zahid.
Influencer marketing addresses low engagement rates by leveraging the trust and authenticity of influencers, expanding brand reach to their dedicated and engaged audiences, targeting specific demographics, creating compelling content, providing social proof, and employing engagement tactics. By collaborating with influencers, you can tap into their credibility and influence to boost engagement, foster trust, and encourage active participation from the intended audience.
Nead says, "As a result of influencer recommendations often holding much sway over consumer decisions, sales tend to increase, leading towards greater trust and long-term loyalty among customers as well as becoming cost-effective for small-scale businesses seeking effective marketing strategies."
Challenge 5: Building Brand Exposure
Gaining brand exposure can be challenging, particularly if you are a D2C brand that is new or less established. It requires establishing trust and credibility, but it can be difficult for you to overcome consumer skepticism, as potential customers may hesitate to purchase from unfamiliar online brands.
Building trust requires time and effort, and without a proven track record or recognizable brand name. Besides this, factors such as a fragmented target audience, heightened competition, and limited marketing budgets can further complicate gaining brand exposure.
How Influencer Marketing Helps: Influencers give you access to targeted audiences with a dedicated following within specific niches or industries. This targeted approach increases the chances of reaching people genuinely interested in your products or services, leading to a higher engagement rate.
Second, influencers provide social proof, where followers feel compelled to engage with the brand. They have the power to generate buzz and excitement around product launches, and they can easily create a sense of FOMO among their followers.
"Building brand exposure is difficult, but working with renowned influencers can help. This helps brands reach more customers and display their products. Influencers are experts in their fields, so their followers trust their advice. Brands may build credibility and trust by engaging with respected men's grooming influencers," says Tari, Head of Marketing, Flexi PCB.
Through Influencer marketing, you can generate user-generated content. When influencers promote D2C brands, their followers may create content related to the brand or its products. UGC is highly valuable for driving engagement as it encourages followers to participate, share their experiences, and interact with the brand and other users.
Challenge 6: Creating Engaging Content for the Target Audience
Standing out from established competitors with a solid market presence and loyal customer base presents a considerable challenge, emphasizing the need for compelling content creation. In the men's grooming sphere, where the focus has expanded to encompass men's skincare, beard care, and various grooming practices, maintaining a consistent stream of fresh and engaging content becomes increasingly difficult.
Particularly, when working with a limited product range and constrained resources for content creation. Educating consumers about the advantages of specific products or grooming practices further adds to the complexities of the task.
How Influencer Marketing Helps: Cost-effective content creation methods like user-generated content, repurposing existing content or collaborating with influencers are the best options to address the challenge.
"Influencers provide original, visually appealing product content. Brands may produce engaging content by working with influencers. Ultimately, influencer marketing encourages followers to buy. Brands can encourage customers to buy by offering exclusive discounts or promotions through influencers. Influencer marketing may help men's grooming brands reach more people, build credibility, generate compelling content, and boost sales," says Tariq.
On the other hand, Ar Tamim suggests, "Using video material is a trendy trend in influencer marketing for the men's grooming sector. Men who are looking for grooming advice and product reviews frequently use websites like YouTube and TikTok. Influencers can work with brands to produce video content that shows off their goods in use and teaches viewers something."
Challenge 7: Crowded Market
The men's grooming products market has witnessed substantial growth, attracting many brands striving to capture market share. The fierce competition presents a hurdle for new entrants seeking visibility and a distinctive market position.
With their significant visibility and client loyalty, well-established men's grooming companies make it difficult for smaller or newer brands to compete. For you to differentiate the products, such as creams, razors, and skincare goods, from the competitors and to stand out in a crowded market can be the biggest hurdle.
"Low awareness, brand loyalty, and a crowded market are some of these challenges faced by such companies. Partnering with relevant influencers enables them to promote their products effectively to wider audiences while providing an authentic voice for their brand," says Nead.
How Influencer Marketing Helps: "As the men's grooming market becomes more crowded, it is critical for businesses to differentiate themselves. Collaborating with influencers who are well-liked and have distinctive viewpoints. Partnering with influencers that have a large following and a distinctive viewpoint can help firms stand out from rivals," says Ar Tamim.
Meanwhile, Lachwani highlights how partnerships with influencers can help build better customer relationships in the crowded market. "Male grooming firms may differentiate themselves in a crowded market by working with genuine influencers who share their values and spreading positive messages about masculinity and self-care, creating long-lasting ties with their customers in a competitive market," says she.
Challenge 8: Track and Measure Results
Monitoring and tracking every influencer marketing step is equally important to evaluate your real conversions and future growth. But doing this task manually can often be challenging. Particularly, when you are dealing with a large number of influencers for multiple campaigns. From finding influencers to sending out invites and products, tracking influencers' Instagram stories and finally analyzing relevant metrics such as likes, comments, engagement and conversions, all this can be time-consuming.
Ideally, AI-driven influencer marketing platform streamlines the entire influencer marketing process like affable.ai gives you access to 7M+ influencers. The platform can easily integrate with your Shopify and Magento stores to send products to influencers without manual hassle. Also, it tracks influencers' individual and collective performance by tracking their content. Finally, it gives you access to how your competitor brands run influencer campaigns and insights into all the required metrics to decipher your campaign's effectiveness.
As the men's grooming market, which entails men's beauty, men's skincare and men's cosmetics, has been constantly expanding, influencer marketing is one way to capture the market and secure your position. Your competitors might already be using influencer marketing to their advantage. But here's the exciting part—you can stand out from the crowd by taking a step-by-step approach and diving deep into the world of influencer marketing. It's all about crafting a strategy that addresses your unique challenges and sets you apart.
And guess what? You don't have to navigate this journey alone. There are amazing tools, like affable.ai, that can be your trusty sidekick throughout the process. These tools make it easier to find the right influencers, analyze their impact, and make informed decisions that align with your brand and objectives.
Want to learn more about it? Request a free demo with affable.ai.