Metrosexual man has arrived in Indonesia: AC Nielsen
Metrosexual man has arrived in Indonesia: AC Nielsen
Zakki P. Hakim, The Jakarta Post, Jakarta
What does singer Titi DJ think about metrosexual men?
"I have no problem with them, as they are well groomed. Women
are not the only ones expected to constantly appear beautiful and
smell good.
"Being a metrosexual man, however, should have a certain
limit. When such men become bigger consumers than women,
especially in shopping, that would be a problem," she told
upmarket women's magazine dewi a while ago.
It may be a problem for Titi, but the phenomenon of an
emerging breed of modern, straight, stylish, sensitive, well
groomed men, is every retailer's dream.
A recent AC Nielsen survey found that global personal care
product sales had expanded quite aggressively, pushed by the
blossoming of metrosexual men, a phenomenon that also has hit
Indonesia.
AC Nielsen Southeast Asia managing director Farquhar Stirling
suggested personal care retailers and personal care producers
take advantage of this trend.
AC Nielsen defines a metrosexual man as an urban male with a
strong aesthetic sense who spends a great deal of time and money
on his appearance and lifestyle.
Soccer superstar David Beckham is the quintessential
metrosexual. "Becks" is famous for his stylish haircuts and for
wearing a sarong and pink nail polish.
The survey found that globally, face cleansing and
moisturizing products sales grew by 7 percent last year to reach
close to US$10 billion. This was followed by body cleansing and
moisturizing products, which expanded 5 percent to above $20
billion, and hair care products, which grew 4 percent growth to
almost $25 billion.
"One of the key trends that emerged in the personal care
industry was the blossoming of the metrosexual men," said
Stirling in a discussion forum last week.
The global surveyor firm predicted that next year, sales of
men's adult cologne in this country would grow 2.5 times faster
than overall adult cologne sales.
While sales of adult cologne is expected to grow by 14 percent
next year, sales of men's cologne is predicted to surge by 35
percent.
Men's toilet soap is also projected to enjoy strong sales
growth of 23 percent next year, compared to overall sales growth
of toilet soaps of only 19 percent.
Not less impressive, the sale of men's hair styling products
is projected to grow by 33 percent.
Indonesia's economy is expected to grow by about 4.8 percent
this year, and accelerate to about 5.4 percent next year.
Indonesian Retail Merchants Association chairman Handaka
Santosa said that retailers were adapting to the latest lifestyle
trend.
Department stores have now rearranged the layout of their
product displays to accommodate metrosexual man, he told The
Jakarta Post over the weekend.
"We usually have fragrance displays targeted at female
customers. Now, department stores like SOGO are rearranging the
displays for the convenience of male customers," he said.
He went on to say the trend not only concerned high-end
department stores and retailers, as men in the lower to middle-
end were also more concerned about their grooming.
As more Indonesian men go shopping, enjoy spa treatments, wear
fragrances and follow the latest fashion trends, however, there
are still some women out there who are not attracted to
metrosexual men.
Singer and former MTV VJ Shanty is among the women who prefer
a more "traditional" man.
"No, I do not like metrosexual men ... as I had some bad
experiences with one. When we were shopping together, he was
confused trying to choose between five black pairs of trousers.
To me, they were all the same. Later, it took him ages to finish
grooming. I stopped going out with him," she told dewi.
With Graphics