When it comes to men’s grooming, Nordstrom’s national beauty director Autumne West says any product with an “easy entry that is simple, effective and just makes sense” seems to be having a moment of late.
“Our customers like the things you use every day—body wash, cleansers, shave/moisture products, shampoos and conditioners—with a few items in-between pending their personal regimen.”
To that end, West tags Jack Black Turbo Wash Energizing Cleanser for Hair & Body, Jack Black Pit Boss Antiperspirant & Deodorant, Hanz de Fuko Claymation Hair Styling Clay, Murdoc London Best of Murdock Set, Kiehl’s Ultra Facial Cream and Facial Fuel Power Pack Set, and La Mer The Moisturizing Matte Lotion as items she sees moving the most—calling out one across-the-board shift she sees happening in particular.
“We continue to see an openness to explore and add more items. Gone are the days or assumption that person shopping in this category doesn’t care about or want an eye care, a serum, an exfoliator or wanting to add items that offer added benefits like clarifying, smoothing and treating skin and hair concerns,” West says, adding that she sees men gravitating toward and starting to add-on scrubs, serums and finishing products like SPF to their shopping lists.
“Our customers in this space also like gift sets year-round—not because are possibly giving a set to someone but often buying sets for themselves because it gives a a quick understanding of steps, must have items that work well together, and they appreciate items being bundled together. And it doesn’t hurt that sets generally offer a value and savings to the purchase. “