Men's grooming brand Bulldog expands into France

British men's grooming brand Bulldog, launched in 2007 by Simon Duffy and already present in some fifteen countries, is taking its first steps in the French market.

Bulldog is was purchased in 2016 by US group Edgewell Personal - also the owner of Wilkinson Sword - and has entered French mass-market distribution with two product lines, specific for hydrating and shaving. 

Bulldog's Original Moisturiser - DR

Bulldog has an ethical, responsible approach, and its products are based on natural ingredients. It has launched seven items in France, including the highly popular, green tea-based Original Moisturiser (€8.80 for 100 ml).

According to Bulldog, one tube of Original Moisturiser is sold worldwide every 15 seconds. The range also features three shaving products, including a shaving oil and an after-shave balm. The shaving market is particularly buoyant nowadays, and brands such as Kiehl's, for example, are very active in it.

In 2015, the men's grooming market, made up of men's beauty products excluding shaving products, soaps, toothpaste and fragrances, was worth €17.4 billion, according to Euromonitor, a 30% increase compared to 2011.

The market continues to be very dynamic, as shown in the arrival of new brand names such as men's beauty box brand Ho Karan, and the growth of men's skincare e-tailer Horace.

Translated by Nicola Mira

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