Chances are you probably didn’t buy the dad or the recent college grad in your life a spa trip – but they might have enjoyed the facial more than the grill brush or Best Buy certificate you went with.

Changing definitions of masculinity are impacting men’s personal care routines. And Unilever and Bath & Body Works’ profitable business results prove the commercial viability of male-focused products as growth drivers.

Despite this prominent uptick in male-focused marketing from CPG brands and retailers, we’re not seeing a comparable rise in male-focused marketing in the personal care services category. Broadly, the personal care services category includes facials, eyebrow shaping, manicures/pedicures, waxing, hair coloring and injectables like Botox.

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