Brands Featured

  • philips.co.uk
  • dollarshaveclub.com
  • uk.braun.com
  • harrys.com
  • aesop.com
  • gillette.co.uk
  • mankind.co.uk
  • beardbrand.com
  • lynxformen.com
  • cornerstone.co.uk
  • mobros.co.uk
  • bulldogskincare.com
  • bicshaveclub.com
  • edwinjagger.co.uk
  • shave.com
  • hommage.com
  • executive-shaving.co.uk
  • cleanshaven.co.uk
  • cphgrooming.com
  • razorsbydorco.co.uk
  • beardoholic.com
  • honestamish.com
  • shaving-shack.com
  • marinerjack.co.uk
  • themodernman.co.uk
  • theenglishshavingcompany.com
  • beardedcolonel.co.uk
  • thebrightonbeardcompany.co.uk
  • shavelounge.co.uk
  • traditionalshaving.co.uk
  • thepersonalbarber.com
  • shavers.co.uk
  • sevenpotions.com
  • thebeardshed.co.uk
  • heathlondon.co.uk
  • thebrotique.co.uk
  • manmane.co
  • shop-beast.com
  • weerdbeard.com
  • maleskin.co.uk
  • thebeardemporium.com
  • zoiman.com
  • admiralgrooming.co.uk
  • bigmanthing.com
  • electricshaversuk.co.uk

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What to expect inside

  • 2020 Male Grooming Report Front Cover
  • 2020 Male Grooming Report Visibility Year On Year
  • 2020 Male Grooming Report Front Winners & Losers

Latest insights

  • philips.co.uk has the best Digital Brand Reach in the industry
  • shavers.co.uk has a high visibility, however its Domain Authority is low in contrast.
  • Sites that have grown considerably in SEO visibility YOY are: shavers.co.uk, mankind.co.uk and bulldogskincare.com
  • Sites that have lost visibility in the last year are: philips.co.uk & electricshaversuk.co.uk

10 minutes Reading time

20 pages Length

Updated May 2020

What we know about the Male Grooming Market

We’ve combed through the male grooming market this year in our sector reports to investigate which brands are performing well online, diving into both their SEO and social strategies.

Inside, you’ll discover priceless metrics which will show you how your competition is performing, including visibility, page speed, and keyword opportunities. Additionally, we analyse other harder to find metrics, such as online reviews, social media scores, and online brand mentions to give you the complete picture.

If you’re looking to tidy up your brand’s SEO and online strategy with a clean shave, this report is exactly what you need. Fill out the form above and get your exclusive copy now.

The winners and losers in the online male grooming industry

The male grooming industry is looking rather clean and pristine this year, with a total visibility increase of 4%. Although this is only slight, it is still positive to see the online brands doing well.

Many of the top brands have seen increases this year, including Shavers which has seen an increase of 60%. Bull Dog also saw a huge increase – they shot up by 192%!

However, despite many brands improving, others have fallen behind. Take, for example, the popular brand Phillips. Although they might have a large market share, they have suffered online in the past year by losing -9% in their visibility.

If you want to see what have happened to your brand in the past year, download your personal copy of the report using the form above.

Which are the biggest online male grooming brands in 2020?

Here is a quick rundown of the top 10 sites:

  1. philips.co.uk
  2. uk.braun.com
  3. mankind.co.uk
  4. shavers.co.uk
  5. gillette.co.uk
  6. bulldogskincare.com
  7. executive-shaving.co.uk
  8. traditionalshaving.co.uk
  9. beardbrand.com
  10. dollarshaveclub.com

Which online male grooming brands have seen the biggest growth in 2020?

  1. shavers.co.uk (60%)
  2. mankind.co.uk (29%)
  3. bulldogskincare.com (192%)
  4. beardbrand.com (70%)
  5. traditionalshaving.co.uk (40%)

Which online male grooming brands have seen the biggest losses in 2020?

  1. philips.co.uk (-9%)
  2. electricshaversuk.co.uk (-53%)
  3. beardedcolonel.co.uk (-35%)
  4. uk.braun.com (-3%)
  5. edwinjagger.co.uk (-31%)

What high competition keywords are available for online male grooming brands?

The classic gentleman has been a popular persona for hundreds of years and, in that time, men have been shaving and trimming their facial hair to achieve this appearance. As a result, the online world of men’s grooming has become a competitive one with brands coming in left, right and centre, all looking for a chance to snatch up streams of traffic.

When looking at the market, there are a lot of competitive terms which brands are trying to rank for. Our report takes a more in-depth look into these keywords to see what opportunities are available for the brands on this report.

The most competitive keyword – ‘mens shavers’ – sees as much as 9K searches every month and has a competitive rating of 92/100. It’s safe to say this is a competitive keyword which many brands would struggle to rank for. However, to our surprise, one of the brands is sitting pretty at the top. Shavers has achieved position one for this sought-after keyword, ranking above large brands like Argos and Amazon. Nice work!

With another competitive keyword – ‘electric shavers for men’ – which sees similar search volumes and a competitive rating of 89/100, the same story is seen: Shavers is ranking highly above monster brands. Although they don’t take the top spot, they’re still rocketing higher than any other brand on this report. However, Braun has achieved position 5, so well done to them! Despite experiencing a visibility drop, they’re still getting good results from their SEO.

If you’re interested in seeing where your brand sits for the most competitive keywords in the industry, download the report now.

What keyword opportunities are available for online male grooming brands?

As well as high competition keywords, our report also looks into the keywords which provide new opportunities for male grooming brands to get in front of their dream customers.

When looking at the SERPs for some of these rewarding keywords, here’s some of the elements we noticed that could help you achieve high positions and meander around the competition with ease.

Listicle posts for alternative intent

Some people searching for shaving products may not always be at the end of the buying process – they might be considering which shaver is best and seeking advice on where they should spend their money. Because of this, it’s important your website has content to capture the individuals searching for advice and funnel their attention towards a product in your catalogue.

A possible method to achieve this is listicle posts. Product searches starting with ‘best’ or ending with ‘reviews’ are usually being searched by people who are looking for advice before making a final buying decision. If you can create listicle posts running through the best products in a specific category, you can effectively funnel their interest towards a desired product.

If you want to see the specific keywords we found that feature content like this, download the report now.

Rich snippets for more visual real estate

Click through rate is incredibly important if you want to maximise the number of people viewing your site from the SERPs. One easy way to achieve this is through structured data and rich snippets.

Among the results rankings in the SERPs for opportunity keywords, many of them had rich snippets featuring questions. These appear on the SERPs and take up more space, naturally resulting in more attention being paid to them.

If you want a chance at ranking and captivating more attention on the SERPs, start looking to use structured data more on your site.

How are online male grooming brands performing on social?

Social media is an essential puzzle piece of any online/digital strategy. Without it, your brand won’t be getting exposed to the millions (if not billions) of active users on platforms like Facebook and Instagram, losing you traffic and additional sales.

For this reason, our report analyses your competitors’ social media platforms, so you don’t have to. With this, you can see which brand is killing it on social and mimic their strategy so you too can achieve social success.

The report also explores your competitors’ brand mentions to give you a comprehensive bird’s eye view of whose being raved about online. This is combined with the social analysis to give you an overall brand rank – an invaluable resource to determine the effectiveness of your online strategy.

In the report, Phillips was ranked as the best brand for both owned social score and online brand mentions. They have an owned social score of 21,410 and receive 49K brand searches every month. It’s safe to say they’re a brand to watch if you’re looking for quick tips. When looking at their Facebook page, it’s clear they know how to create an audience as they have over 10 million followers. However, bear in mind that they also sell a huge range of other products which could be skewing these numbers.

If you want to see how your brand is doing on the social side of things, get your hands on this report asap.

Which online male grooming brands have the best online reputation?

Trust is an essential component of any online transaction. If your brand isn’t conveying enough of it, consumers will struggle to justify buying from your site.

We analyse online reviews for this reason – we want to see how customers are reacting after buying and interacting with the grooming brands on this report. With this, you can successfully get a perspective of where you stand in the eyes of your customers.

One brand that stood out in this analysis was Phillips. Despite being the largest brand on this list, they have the worst review score, achieving 1.5 on Trustpilot. When we live in an era where online reviews reign king, this is a dangerous sight to see. Something needs to be done asap if Phillips are to regain trust in the marketplace.

Despite the doom and gloom, other brands have shone through and gained traction in the trust department with their customers. Here’s the top 5 brands for online reputation:

  1. executive-shaving.co.uk
  2. harrys.com
  3. razorsbydorco.co.uk
  4. shavers.co.uk
  5. themodernman.co.uk

Which online male grooming brands have the fastest page speed?

An essential component in your SEO strategy is page speed. If you’re not satisfying this aspect, both Google and consumers will interact with your site differently. Firstly, Google will see it as low quality and won’t rank you as positively. Secondly, consumers will become impatient and leave your site.

In all instances, improving your page speed is a necessity. Because of this, we throw it into our report, analysing the competition to see who’s doing the best.

Here’s what PageSpeed Insights identified as the top 5 fastest male grooming brands:

  1. shavelounge.co.uk
  2. electricshaversuk.co.uk
  3. weerdbeard.com
  4. maleskin.co.uk
  5. bigmanthing.com

Read more about the importance of page speed here.

Is this report going to cost me?

Nope, all our reports are free. We research markets we would like to work in and aim to build positive relationships with the brands inside them by providing competitive insights.

I can’t find my brand, have you missed it out?

If you can’t find your brand, it may have not met our thresholds. If this is the case, feel free to get in touch and we’ll send you a personalised report featuring your brand.

If you want to know anything about the report or are curious about how we can create a bespoke SEO strategy for your brand, get in touch today.

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