Making of a Men’s Line

men's grooming day

Men's Grooming Day was Aug. 19, but with the growing spa and salon options for gentlemen one day is simply not enough. Now, men are frequent spa-goers and fill nearly as many treatment rooms as women. They also care about their skin and hair. Many companies are appealing to men and meeting their needs with more dedicated products. Agadir is one of them with its recently debuted Agadirmen line. We spoke with advertising director Tonilee Paladino to learn more about formulating products for men.


How is the men’s line different from the original products?

Agadir Argan Oil products are formulated with highly nutritious argan oil. Our products are widely accepted in the market and used by everyone. However, AgadirMEN is geared toward men exclusively, with a totally different ingredient. With the same credentials as the Agadir Argan Oil line, AgadirMEN is formulated with oudwood aka agarwood. The scent is intoxicating.


What makes the fragrance so precious?

First grade agarwood is one of the most expensive, natural raw materials in the world. Oud oil is distilled from agarwood and fetches high prices, depending on the oil’s purity. The current global market for oud oil is $5,000 per pound. The fragrance of agarwood is complex and pleasing with few or no similar natural analogues. As a result, agarwood and its essential oil gained great cultural significance in ancient civilizations around the world, with mentions throughout some of the world’s oldest written texts. Now, oud fragrance and oil is gaining recognition and desirability around the world.


What went into creating these products?

We simply studied the habits of men and learned they have specific needs, just like women! Gents are spending 20 to 30 percent more time on their appearance. Their skin is generally thicker and oilier than women’s. Most men use a razor of some sort, every day. They require products that can hydrate and soothe the skin… as well as hair products that nourish, shine and add style control. They are looking for high performance, high quality products!


How has men’s grooming progressed in recent years?

Getting away from the Brylcream oil and the Vitalis, shine and no hold type products of the 50s, we now have the millennials who are more conscious of their appearance and want that “high fashion look” and search for products geared towards their specific needs.


What do you think the future holds for men’s products?

More categories and product ingredients geared toward precise grooming problems.


What products are harder to sell to men?

Shampoos and conditioners. Most men grew up accustomed to using whatever was in the shower.


How do you recommend selling to men (any different techniques / strategies than women)?

Men do buy for themselves. Male customers generally like “curb appeal” and functionality. Talk to your customer and show him products. If possible, have him smell and feel the product. Most men don’t read directions, so show them how to use it. Keep it simple.


Looking for more on gentlemen’s grooming, check out how to sell to men, the growing barber industry, and men’s skincare.