So Smooth

Good news for bacon-loving adult male consumers: They now can get their fix via shaving cream. Making its debut last fall, J&D's Bacon Shaving Cream from Seattle-based J&D's Foods promises to deliver not only "rich, creamy moisturizers," but also a bacon aroma that lasts all day.

But those purchasers in the shaving care arena who would rather not smell like breakfast are looking for other positives from today's offerings. For example, many consumers are looking for products that boast soothing and hydrating botanicals and herbs, according to "Category Insight: Shaving & Depilatories," an August 2012 report from global market research firm Mintel.

Soothing and moisturizing

Shaving creams and gels that aim to reduce or eliminate irritation also are of high interest, the Mintel report notes, particularly on the men's care side. Here, the new up & up Sensitive Skin with Colloidal Oatmeal Therapeutic Shave Gel from Minneapolis-based Target is said to help soothe sensitive skin and prevent razor bumps. It contains colloidal oatmeal, allantoin, vitamin E and skin conditioners to hydrate skin.

And the new Rite Aid Renewal Moisturizing Shave Gel is specially formulated with a skin softening complex, a fine blend of emollients, vitamin E and baby oil to provide "ultimate comfort against nicks and cuts." According to Camp Hill, Pa.-based Rite Aid, the rich moisturizing gel allows razors to glide smoothly and results in a close shave that leaves the skin feeling baby soft.

Deerfield, Ill.-based Walgreen Co., too, has sensitive skin covered. The retailer's new Studio 35 for Men Sensitive Skin Shave Cream bears the "Compare to Gillette Foamy" statement.

Women also are getting the gentle treatment. The new CVS pharmacy Raspberry Shave Gel from Woonsocket, R.I.-based CVS/pharmacy is said to be enriched with vitamin E to help smooth skin and reduce nicks, cuts and irritation. Olive butter and antioxidants in the light-pink raspberry-scented gel, meanwhile, hydrate the skin for a conditioning and extra-moisturizing effect.

Closer and more comfortable

On the razor/blades side of shaving care, the trend continues to be toward products that promote a closer, more comfortable shave. Walgreens' new Studio 35 for Men Disposable Triple Blade Razors, for example, are specially designed for sensitive skin. The razors feature a lubricating strip enriched with aloe and vitamin E.

And CVS/pharmacy launched the Magnum 3 Triple Blade Men's Razor, which claims to deliver a comfortable, smooth, precise shave. The ceramic-coated blades and the razor's aloe and vitamin E-enriched lubricating strip promote less irritation. The product comes with three cartridges, and its label carries the "Compare to Mach3" statement.

Target's new up & up Men's Disposable Razors for Sensitive Skin, meanwhile, are triple-blade razors with advanced technology blades that promote "optimal position, maximum comfort and consistency." The blades are said to feature a coating that enhance smoothness and an aloe and vitamin E-containing lubricant strip to reduce irritation. Like the CVS/pharmacy product, the package bears the "Compare to Mach3" statement.

Not to be outdone, Rite Aid opted for a higher blade count with its latest offering. The company unveiled the Rite Aid Renewal 5 Blade Disposable Razors with Trimmer for Men, which feature a lubricating strip with vitamin E and aloe. The five blades are said to distribute pressure evenly for a more comfortable shave, while the trimmer blade is meant for hard-to-shave areas such as goatees and sideburns.

Still room for innovation

Going forward, retailers could borrow from other sectors to innovate packaging within the shaving care category, the Mintel report suggests. For example, they could offer a touchless device that dispenses a fixed amount of shaving preparation when a hand is placed underneath.

And men might be persuaded to pay more for an added-value post-shave preparation that helps to delay regrowth, the report added, "allowing them to shave every other day, or less frequently, thus helping them to save time and money on their grooming routines."

Source for new product information: Mintel's Global New Products Database