In response to growing demand from male consumers, Procter & Gamble and a CVS pharmacy located in Charlotte, North Carolina, have created a prototype "Guy Aisle" to make it easier for men to find the grooming products they need, from razors to shampoo to body wash.
“Men are buyers, not shoppers,” said Michael Norton, director, external relations, male grooming at Gillette, in an online article
. “They want to get the shopping done, and with all their grooming needs in one aisle, it makes shopping easier, quicker and simpler.”
More than ever, men are interested in products for their unique grooming needs: Nielsen predicts the $2 billion men's grooming business will grow to $3 billion by 2012.
“Men are paying more attention to how they look—a trend being driven by athletes and celebrities,” Norton said. “From the revival of the barbershop to a demand for innovative men's beauty products, it is clear that men are not afraid to scrub, moisturize and put their best face forward.”
The new CVS/pharmacy Men's Grooming Section includes products specifically designed for men’s unique grooming needs including Gillette, Old Spice, and Head & Shoulders.