Trend for beards leads to new opportunities in facial hair grooming

The male grooming category has been promising plenty of opportunities for many years, but it never seems to have delivered, a fact that has been underlined once again by the recent downturn in the category attributed to the fashion for beards and facial hair. 

Kline Group senior research analyst, Ewa Grigar, believes that, despite the dent in sales of shaving products, this trend has actually given way to a number of opportunities for products targeting facial hair grooming.

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