The grooming businesses that cater to men rank sales of services in the following order: hair care services, facial skin care treatments, and hair removal (depilation). These top services are trailed at a considerable distance by a mixed bag of other grooming services

However, although male interest in grooming is growing the performance of businesses that cater to men is uneven. Uneven because not all businesses (and this is something of an understatement) benefited as they had expected to when they entered the male grooming market. According to one UK company, a mere 4% of its male clients avail of its expanded menu of grooming services. A London salon was forced to cut its recently introduced body massages due to lack of demand. Others were able to sell massages, but only after they were rebranded and camouflaged as "sports therapies." A US nationwide barber/salon company found that demand for some services, such as pedicures, is regionally fragmented. Strong sales on the coasts, contrast with non-existent sales in other regions. This experience made the company reluctant to invest in a national roll out of a diverse package of grooming services for men.

It may be useful to learn why returns can fall short ...