Nerman: A Vietnamese Men’s Grooming Brand with an All-in-One Product Concept – OBSERVER
Jakarta, IO – Men are becoming increasingly aware of the importance of self-care through grooming and the selection of quality, practical skincare products. Research from the National Library of Medicine indicates that men’s skin is 20-30% thicker than that of women, resulting in higher sebum production and elevated testosterone levels. This can lead to enlarged pores, oilier skin, and a greater risk of acne and blackheads.
Additionally, men tend to shave more frequently, which can cause irritation, micro-cuts, and ingrown hairs. Men’s skin is also reported to have higher water permeability, making it more susceptible to dehydration.
“That’s why men require specialized care products for healthier, well-maintained skin that cleanse pores and control sebum to prevent acne and blackheads. They also need products that protect against pollution and UV rays, hydrate and maintain balance, and soothe the effects of shaving, among others,” said Melfiana, Brand Manager of Nerman at PT Gloria Origita Cosmetics.
Metrosexual Market
The growing awareness of self-care among men is stimulating the growth of the metrosexual grooming market. Global market research service Mobilityforesights reports that the total value of the men’s grooming market in Indonesia reached USD 882.1 million in 2023 and is projected to increase to USD 1,338.7 million by 2029, with a compound annual growth rate (CAGR) of approximately 7.2% from 2024 to 2029.
According to Imarcgroup, a global management consulting firm, the men’s grooming market in the Asia Pacific reached USD 14.88 billion by 2024, with projected growth to USD 24.09 billion by 2033 (CAGR ~5.2%). This growth is driven by urbanization, rising incomes, social media influence, and the increasing prevalence of metrosexual culture among Asian men.
Men are more concerned with their appearance now, influenced by the rise of male beauty influencers and celebrities endorsing grooming routines. This shift in perception has broadened the appeal of grooming products, encompassing skincare, haircare, and other related categories.
As interest in grooming practices continues to grow, the market is diversifying, with new product lines tailored to men’s needs.
Vietnamese Men’s Grooming Brands
Various market studies indicate that men prefer effective and simple products, such as fast-absorbing gels and all-in-one formulas. Recognizing the growing needs of metrosexuals, Nerman, a successful men’s grooming brand from Vietnam, has expanded into the Philippines and is now present in Indonesia. Nerman is known for its all-in-one approach, offering products such as a body wash that also serves as a shampoo.
In Vietnam, Nerman dominates the market and has received several awards. Notably, it was the top-selling men’s grooming product on Shopee in 2022 and won the Brand of the Year – Healthcare award at the 2023 TikTok Summit. It was also recognized as the best brand in the health and personal care category at the same summit held in March 2023.
In Indonesia, Nerman launch four products:
- Nerman Hair & Body 4-in-1 Wash
This shampoo and body wash is specifically designed for men and provides a refreshing, cooling sensation along with active antibacterial protection. It is ideal for active lifestyles that require quick, clean, and comfortable care throughout the day. Benefits include:
– Cooling: Offers a cool and refreshing sensation to the skin, body, and scalp, making it suitable for hot weather and post-exercise.
– Anti-acne: Reduces the risk of body acne thanks to its antibacterial and anti-inflammatory properties that help maintain skin cleanliness.
– Body wash: Effectively removes dirt and sweat from the body without irritating the skin or drying out the scalp.
– Hair wash: Cleanses the scalp and hair from oil and pollution.
Nerman 4-in-1 Wash meets all your bathing needs, making it perfect for sports, busy workdays, or travel. It features a quality men’s fragrance that imparts a clean and masculine impression and is priced at IDR 95,000 for a 330 ml bottle.
- Nerman Gentlement 3-in-1 Wash
The Nerman Gentlement 3-in-1 Wash is a versatile cleanser designed specifically for men, formulated in Vietnam and manufactured in Indonesia. Acknowledging the needs of Asian men who are active in tropical climates, this product offers a practical and premium solution for daily grooming with an efficient, mild, and effective formula.
This all-in-one cleanser addresses skin, hair, and facial care in a modern, masculine package. Beyond being just a cleanser, it boasts a premium, refreshing fragrance that instills confidence and positive energy to start your day.
Enriched with aloe vera and Centella asiatica (CICA), the product provides a soothing effect for both skin and scalp, helping to reduce redness, stinging, and discomfort after activities such as outdoor sports, shaving, or sun exposure. It is suitable for all skin types, including sensitive skin, making it ideal for men often exposed to heat, dust, and sweat.
Additionally, the Nerman Gentlement 3-in-1 Wash offers moisturizing properties, with chamomile extract in its formula that absorbs quickly, leaving the skin feeling fresh, smooth, and hydrated post-bath. It effectively helps maintain skin balance after exercise and strenuous activities.
This product can be used as:
– Face Wash: Cleans the face without leaving the skin feeling dry and tight.
– Body Wash: Thoroughly removes dirt and sweat from the body.
– Hair Wash: Refreshes the scalp and cleanses hair of oil and pollutants.
Available for IDR 95,000 per 330 ml bottle.
- Nerman Elegant Men Intimate Wash
Nerman Intimate Wash is specially formulated to cleanse, refresh, and maintain the balance, moisture, and pH of sensitive areas. It contains antibacterial, soothing, and cooling active ingredients that help reduce the risk of unpleasant odors, mild irritation, and excessive moisture. Key Features:
– Cooling: Provides a refreshing, cooling sensation for the skin.
– Exclusively for Men: Tailored to meet the physiological needs of the male intimate area.
– Blend of Natural Extracts: Nourishing the skin with natural extracts of aloe vera, chamomile, and turmeric, which serve as antioxidants and soothing agents.
– Extra Hydration Formula: Designed to maintain skin moisture and prevent dryness.
The combination of menthol and menthyl lactate delivers a comfortable, refreshing cooling sensation after physical activity and in hot weather. The natural extracts are known for their anti-inflammatory effects, soothing the skin and ensuring healthy skin in sensitive areas.
This product features a gentle cleanser, humectants, and emollients that sustain the skin’s natural moisture, preventing dryness and irritation. Additionally, it has antibacterial properties and a subtle, masculine scent to help reduce the growth of odor-causing bacteria.
Available for IDR 90,000 per 100 ml bottle.
- Nerman All-in-1 Cleanser for Men
With the tagline “Wash Your Face Without Just Washing – Maximum Freshness in 60 Seconds,” the Nerman Cleanser for Men 60s Fresh provides a refreshing, cooling sensation thanks to Curcuma Longa Root Extract (turmeric extract) and menthol. Specially formulated, it thoroughly cleanses the face of oil, dirt, and pollution while helping to prevent acne and leaving skin feeling refreshed.
This product takes inspiration from the “60 Seconds Rule,” a method recommended by beauty experts. This involves washing your face for a full 60 seconds to ensure maximum cleansing and allow active ingredients to work effectively. It has been proven to help prevent clogged pores and acne while leaving skin cleaner and fresher.
– “60s Fresh” Concept: Adhering to the “60 Seconds Rule,” this cleanser ensures maximum effectiveness and optimal ingredient absorption.
– Curcuma Longa Root Extract: Known for its anti-inflammatory and antibacterial properties, it acts as an antioxidant to soothe acne and irritation.
– Instant Cooling Sensation: A combination of menthol and menthyl lactate provides an immediate cooling effect that refreshes facial skin after physical activities.
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– Soothing & Moisturizing: Contains aloe vera, chamomile extract, glycerin, and sodium PCA to maintain moisture and soothe the skin. It cleanses without leaving a tight or dry feeling.
– Perfect for high activity levels, this light yet refreshing formulation is ideal for men who are active outdoors and sweat easily.
Using Nerman All-in-1 Cleanser for Men is straightforward. Simply pour an adequate amount into your palm, rub it into your hands until it lathers, and massage it onto your face using light movements for 60 seconds to maximize its benefits. Rinse thoroughly afterward. Use it in the morning and at night after activities. A 100-gram bottle of Nerman All-in-1 Cleanser for Men is available for IDR 70,000. (est)
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