MGI - Male Grooming International

19-20 November 2008, Chelsea FC, London

Day one: 19th November 2008

Chairman’s opening remarks
Neil Hendry, Research & Analysis Director, Datamonitor

1. The Male Grooming Landscape
• Current trends and global demographics
• Where are we now? The facts and figures
o Global penetration figures
o Size of the market and growth
o Top retailers, brands and categories
• Global outlook – an investigation into the causes of UK and US market versus France, Italy, Spain and the Middle East?
• Market Segmentation

Neil Hendry, Research & Analysis Director, Datamonitor

2. Room-wide Discussion:
Is his Woman the Key?
As the Male Grooming sector is a brand extension strategy for many manufacturers, can we afford to completely ignore the familiar female entity when trying to reach her man?

This is a chance for a discussion between brand owners, retailers marketing consultants and analysts on exploiting current relationships and existing insight to maximise revenues.

Gain a rounded view of the industries stance and strategies for moving forward
Facilitated by: Neil Hendry, Consultancy Director, EMEA Consumer Markets, Datamonitor

3. Marketing in male grooming - UK press marketing in male grooming- Essential information you are missing out on.
a. Beauty press marketing overview.
b. Where is male grooming press marketing positioned contextually?
c. Trends in male grooming editorial and advertising strategies, and a prediction for the future.
d. Winners and losers. Which male grooming brands are dominating the press, which brands are not?
e. Key titles to target

Mike Ramseyer, CEO, MyMarketMonitor.com

4. Brand Case Study: Learning from a Successful International Brand - Molton Brown; Crossing Gender and Geographical Borders

Harnessing Brand Equity to Engage the Male Groomer – A Progress Report
• Evaluate the success and challenges of attempting to take female market share cross gender
• As the significant female becomes a brand ally, how do you convert the awareness and attitude strength into male brand loyalty
• Is Brand extension as easy as it seems? Leveraging the asset
Andrew Knowles, MD, JKR

5. Accomplish the ultimate physical retail environment and create male groomers of your existing customer base

a. Translating male customer insight into male centric store design
b. Engaging your male customers and converting to male groomers; making the most of current walk through traffic to maximise profitability
c. Understanding what makes the male consumer feel at ease and how to engage him
di. Getting customer service right
e. Creating his “comfort zone” in your store and achieving the space where he will “self purchase” over and again

Michael Sheridan, MD sheridan & Co.

6. Executive Discussion: Retail Insight

What Characterises the Ultimate Grooming Offering? Which Products and Brand Aspects Currently Appeal to Men?
• The functional message; learn from brands that have conquered the art of effectively speaking his language
• How concerned is he with the ethical ethos of your brand?
o Organics
o Naturals
o Green Packaging
o Fair and Ethical ingredients trading
• Data is King - Exploring the key elements of conveying your message effectively to gain a competitive edge
Rhodri Ferrier , Co-founder, Bulldog
Phillip Wells, Mens buyer, Waitrose
Hilary Andrews, MD, ManKind
David Scrimshaw, Senior Buyers, Superdrugs

Tea & Coffee Break

Creating a consumer-comfortable world for men only!

Spanish men have long embraced the male grooming lifestyle and are amongst the top consumers in the global market. So what is it that Spanish businesses are doing to attract these consumers? What makes the Spanish man more concerned about their looks and appearances? What are the brands and retailers doing to encourage sales? Hear from the owner of Man Personal Care - a successful male only store in Spain. Find out what his strategy is and why he felt the need to create this store.

7. For men only, a look at the successful men-only store in Spain

Antonio Basso, founder, MAn Personal Care

8. Executive Discussion
Retail and Brand Insight: The Man Zone UK and beyond
a. Identifying the successes and challenges of the “male only” zone
b. Which brands are seeing steady growth being made alongside their female ranges and why?
c. How are brands faring in these settings? Hear from those present in both mixed and segregated environments

Antonio Basso, founder, MAn Personal Care
Jim Shaw, MD, Essensuals - Toni & Guy

Chairman's welcome
Matt Stockbridge, Consumer Insight Director, TNS Worldpanel

9. Emerging Opportunities in the Men’s Grooming Products Market
Matt Stockbridge, Consumer Insight Director, TNS Worldpanel

10. Professional Beauty for Menn – looking at the Beauty Salon markets skincare and treatments to men

Penny Turvey & Gill Morris, CEO GMT TEC

11. Education in male grooming
Opening London's first male grooming salon in the 80s, Daniel Rouah knows all there is to know about the grooming business and male attitudes and misconceptions. Daniel is an expert in Male grooming and has been instrumental in assisting successful clients in this sector. Clients ranging from LVMH Moet-Hennessy, Sephora, L’Oréal, Gillette (Procter& Gamble), Acqua di Parma, Innovaro Europe, Uniliver, Jennifer Ulysse UK, Hommage USA and many more,

Daniel has groomed the likes of vinnie Jones, Richard Branson, Chris Tarrent, now this celebrity barber and grooming consultant will make a special guest appearance at the MGI conference and show delegates how to improve their businesses through education and practical solutions as well as a demonstration in male grooming facial.

Daniel Rouah Celebrity Grooming Consultant

12. Packaging Design:– Innovative design ideas to captivate and sell your brand

Tess Wicksteed, Planning Director, Pearl Fisher

Networking Lunch

13. Cosmeceuticals for him – Anti-Aging by mouth
a. Anti-aging – market overview
b. Brand overview – successfully targeting by age
c. Anti-aging the “20 somethings”

Arielle De Groote, MD, LifeLab

14. Innovation Case Study
“Der–man-tology” - The First Active Ingredient for Men
• Exploring the science of male skin care; collaborating with nature
• Phyto-androzyme®. Meet the Molecule
• Working with Testosterone and the male metabolism to fight the effects of aging
• Communicating the science

Didier Rase, CEO, Didier Rase

TEA & COFFEE BREAK

Buyers Panel - Getting your brand on the shelves
1. What buyers look for, what is missing from your product & why some brands are rejected
2. A Word to the manufacturers, brand owners and investors
3. Your chance to question the buyers

Phillip Wells, mens Buyer, Waitrose
David Scrimshaw, Senior Buyer, Superdrugs

17. Round Table Discussion: Male Grooming, Phase 2
A collaborative discussion on moving forward
• A look at emerging and future trends in male beauty:
o Product development - Anti-aging, makeup, fragrance
o Marketing & communication– focusing on the needs
o Mechanics of reach – reaping the benefits
• Realising the full revenue potential of the male beauty sector; key considerations

Delegates will be divided into groups of similar industry roles to discuss key points to moving forward, one member will sit on a final panel and present key opinions back to the room.