Curious as to how everyone looks at shaving soaps from a market segmentation perspective. My take sees the market as including four primary segments based on price and perceived quality as follows:
Budget/Entry Level: Typically well under $5 (U.S. currency) examples such as Williams (1-$2), Arko (roughly $1+ per stick in bulk), Palmolive shave sticks and Van Der Hagen Deluxe ($2.29 at Walgreens). Wilkenson shave tub also positioned here based on U.K. in-store sell price of under 2 pounds. Category seems to include the classic "old school" shave soaps that have been around for decades. Packaging is typically a basic box or disposable plastic container. Interesting how most mass market canned shaving foams such as Gillette Foamy and Barbasol are at budget price levels with just a few, like Edge Proglide, go over $5.
Mass Market: Roughly $5 to $10 with examples such as Proraso, Cella (150ml), Van Der Hagen Luxury (4 - $5), Colonel Conk, Cremo and Razorock Classic Italian Shaving Soap ($6). Packaging here still tends to be basic. Marketing often focused on delivery of a quality shaving experience (product benefits) and/or inclusion of one or two premium ingredients, like shea butter or aloe, in the formula. Interesting how Van Der Hagen started out focused in the budget category at around $2 and has shifted focus towards the Mass Market range with a slight formula change and larger puck size under the Luxury product line. Lots of option here.
Premium: Roughly $10 to $20 with examples such as Mitchell's Wool Fat ($15 puck only), Henry Cavindish (12-$15), Vikings Blade ($15+), Taylor of old Bond Street (12 - $20) and Tabac ($20 refill only). Most of these seem to maintain standard formulations with some limited edition releases with unique scents. Often marketed on the basis on superior ingredients to deliver a better shaving experience. Many of these provide or have available options with high end wood or ceramic containers that can be refilled.
Super Premium/Artisan: Over $20 with examples such as Art of Shaving ($30 puck only), Trufitt & Hill ($25 puck only) and many limited batch artisan (E.g. West Coast Shaving Mallard Amore ($26) from a recent post) & all natural brands. Brands often have or offer high end containers and place a lot of emphasis on the quality/uniqueness of ingredients. Many of the artisan brands are marketed with personal creation stories such as " ..... is the founder (and hands) of the handmade, small batch grooming requisites coming out of (brand name). Like many in the wet shaving world, (artisans name) was inspired to try her hand at soap-making because of persistent skin issues......" that seek to create emotional bonds with customers.
These are rough categories that provide some high level definition to what is really a spectrum that ranges from $1+ basic soaps to the Super Premium products. Realize prices can vary for the same item by market with soaps from some countries heavily marked up when sold internationally. For example Proraso and Cella are clearly marked up for the U.S. market versus sell pricing in Europe. Same for Williams when sold in the European markets.
Do others see the shave soap market in in a similar way and how would you evolve or enhance these definitions to better reflect the market?
Key Shaving Soap Market Segments
Budget/Entry Level: Typically well under $5 (U.S. currency) examples such as Williams (1-$2), Arko (roughly $1+ per stick in bulk), Palmolive shave sticks and Van Der Hagen Deluxe ($2.29 at Walgreens). Wilkenson shave tub also positioned here based on U.K. in-store sell price of under 2 pounds. Category seems to include the classic "old school" shave soaps that have been around for decades. Packaging is typically a basic box or disposable plastic container. Interesting how most mass market canned shaving foams such as Gillette Foamy and Barbasol are at budget price levels with just a few, like Edge Proglide, go over $5.
Mass Market: Roughly $5 to $10 with examples such as Proraso, Cella (150ml), Van Der Hagen Luxury (4 - $5), Colonel Conk, Cremo and Razorock Classic Italian Shaving Soap ($6). Packaging here still tends to be basic. Marketing often focused on delivery of a quality shaving experience (product benefits) and/or inclusion of one or two premium ingredients, like shea butter or aloe, in the formula. Interesting how Van Der Hagen started out focused in the budget category at around $2 and has shifted focus towards the Mass Market range with a slight formula change and larger puck size under the Luxury product line. Lots of option here.
Premium: Roughly $10 to $20 with examples such as Mitchell's Wool Fat ($15 puck only), Henry Cavindish (12-$15), Vikings Blade ($15+), Taylor of old Bond Street (12 - $20) and Tabac ($20 refill only). Most of these seem to maintain standard formulations with some limited edition releases with unique scents. Often marketed on the basis on superior ingredients to deliver a better shaving experience. Many of these provide or have available options with high end wood or ceramic containers that can be refilled.
Super Premium/Artisan: Over $20 with examples such as Art of Shaving ($30 puck only), Trufitt & Hill ($25 puck only) and many limited batch artisan (E.g. West Coast Shaving Mallard Amore ($26) from a recent post) & all natural brands. Brands often have or offer high end containers and place a lot of emphasis on the quality/uniqueness of ingredients. Many of the artisan brands are marketed with personal creation stories such as " ..... is the founder (and hands) of the handmade, small batch grooming requisites coming out of (brand name). Like many in the wet shaving world, (artisans name) was inspired to try her hand at soap-making because of persistent skin issues......" that seek to create emotional bonds with customers.
These are rough categories that provide some high level definition to what is really a spectrum that ranges from $1+ basic soaps to the Super Premium products. Realize prices can vary for the same item by market with soaps from some countries heavily marked up when sold internationally. For example Proraso and Cella are clearly marked up for the U.S. market versus sell pricing in Europe. Same for Williams when sold in the European markets.
Do others see the shave soap market in in a similar way and how would you evolve or enhance these definitions to better reflect the market?