2015 has been the year of the ‘spornosexual’ – at least when it comes to men’s grooming and fashion trends, and the opportunities they provide for manufacturers are truly exciting. Chances are that even if you’ve not heard of the term ‘spornosexual’, you probably know one. This new breed is, literally, the buffed-up descendant of yesteryear’s metrosexual and his look is influenced in equal parts by the worlds of sport and porn, as the name suggests. In a 2014 article in The Telegraph, Mark Simpson – the writer who 20 years ago coined the term metrosexual – said of spornosexuals: “Their own bodies (more than clobber and product) have become the ultimate accessories, fashioning them at the gym into a hot commodity – one that they share and compare in an online marketplace.”
Beautiful bodies are high maintenance, however. And this is where the personal care industry stands to benefit. For one, the spornosexual trend ties in nicely with male hair-removal, or ‘manscaping’, so the potential for depilatories targeted at men, or shaving products aimed at grooming below the neckline is higher than ever. This is especially the case since Philips UK & Ireland recently surveyed British men and discovered that while 49% of men trim or shave their (ahem) ‘jewels’, 60% will use the same razor they use on their face to shave down below and 15% of men use their girlfriends’ razors. So, there is still a big opening for specific, well-marketed products offering a solution to manscaping.
Also of interest to this demographic are body sculpting products, such as those from AB Crew (owned by Deciem). Its brand message is unashamedly ‘sporno’: “Times have changed,” boasts the brand. “It’s survival of the hottest.” AB Crew covers fitness, body, grooming and bath products, which have been developed to fit in with a gym-going lifestyle. The Caffeine Shampoo and Nitro Conditioner with energising rosemary and field mint, for example, are said to be great for pre-workout, while the body care line-up includes AB Carving Gel, Shredding Oil and Cutting Body Hydrator, with the oil and ‘hydrator’ containing a fat-fighting marine complex, as well as High Definition Self Tan to provide a more defined appearance with a masculine scent.
in-cosmetics 2016 will undoubtedly offer a plethora of active ingredients, some new, some established, claiming to promote lipolysis. But while marketing at present revolves around female-centric claims, such as ‘anti-cellulite’, or the creation of a v-shaped jawline (popular in Asia), maybe suppliers should look to prove that their products can enhance ab-definition, or help achieve a ‘v-shaped cut’. And if you don’t know what that is, head to your local gym… you might just meet your next big sales opportunity.