Male Grooming

Have You Seen These Two New Male Grooming Brands from Seb Man and System Man?

by charlottegw / last updated January 7, 2020

male grooming seb man system man

Two new male grooming lines were launched to the international press by Coty in Italy this week. Seb Man, from Sebastian Professional, and System Man, from System Professional, are set to change the male grooming landscape. HJ Men went to the launch at Garage Italia in Milan, Italy where the two new launches from Coty’s Professional Beauty Division were revealed.

The international press learned how the new brands have been informed and inspired by a number of trends. Firstly the rise of selfie culture – the explosion of Instagram over the last couple of years has seen male influencers and the ‘everyday’ man become more invested in their image and more open to trying new things. Seb Man has responded with a line of products that is for the man who doesn’t want to be defined by one look. Their campaign is themed around the ‘slasher’ generation – a breed of man who is not just one thing. Their  campaign models, who were revealed to the press in Milan, comprise of Billie Huxley from London who is a Boss / Biker / Music Producer and Matthias Dandios from Paris who is a Champion BMX Rider / Actor / Thrillseeker. This ‘slasher’ theme is continued throughout the brand’s packaging and campaign.

Secondly, Coty revealed that the men’s grooming business is set to triple in size by 2020 according to global industry analysis. The trend for ultra-personalisation, as shown by the recent success of NIKEiD’s custom trainers, was key to the new launches. System Man has a truly bespoke proposition  – it offers 262,109,210 unique combinations for the client. And just like its female-focused sister brand System Professional, the barber or men’s hairdresser plays an integral role in finding a client’s perfect product combination.

Coty’s analysis of the market also showed that masculinity has been redefined and men are sporting more gender neutral styles, such as long hair and flamboyant moustaches. However, it’s still shown that men want simple routines and clear information from their grooming products. Research reveals that women use 21 products, whereas men use just 8. As such, both lines include products that will achieve these trends, but that are also user-friendly.

Seb Man and System Man are set to roll out across the UK between the end of 2018 and the beginning of 2019.

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