CINCINNATI — CVS/pharmacy and Procter & Gamble Co. have set up a prototype aisle designed to make it easier for men to find and purchase grooming products.
Dubbed the "guy aisle," the section has been launched inside CVS drug stores in Charlotte, N.C., and Tinley Park, Ill., P&G said Wednesday.
The aisle includes products specifically designed for men’s grooming needs, including items from P&G brands Gillette, Old Spice and Head & Shoulders.
According to P&G, men like to get in and out of the store quickly, without having to scan shelves of health and beauty aids — especially the plethora of women’s products — in order to locate the items they came for.
"Men are buyers, not shoppers," Michael Norton, director of external relations for male grooming at Gillette, said in a statement. "They want to get the shopping done, and with all their grooming needs in one aisle, it makes shopping easier, quicker and simpler."
P&G noted that the market for men’s grooming products is growing, forecast to jump from $2 billion now to $3 billion by 2012, according to market research firm Nielsen.
"Men are paying more attention to how they look, a trend being driven by athletes and celebrities," Norton added. "From the revival of the barber shop 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."
In addition, P&G said research shows that being well-groomed is key for men when it comes to seeking a job.
In announcing the guy aisle at the Tinley Park CVS store, the consumer products giant reported that according to a recent survey, 79% of hiring managers in Illinois rate physical appearance of male job candidates as one of the most important factors in making a good first impression during a job interview. And almost 60% of those hiring managers say well-groomed employees are more likely to climb up the corporate ladder faster. The poll, conducted by Zoomerang Research for P&G, also found that 78% of respondents believe well-groomed candidates exude more confidence.
