26 JOURNAL OF TIlE SOCIETY OF COSMETIC CHEMISTS it is suggested that it might develop into a market of $30,000,000 a year with a possibility of $45,000,000 by 19627 Another important trend in hair lotions is that more and more of them contain dandruff-controlling chemicals. Deodorants The most sensational developments in men's cosmetics concern the deodorant and the cologne market (Fig. 5). In 1952 an important periodical for men, • made a survey on the use of deodorants and anti-perspirants by their subscribers. They found that 44 per cent used deodorants. But what did they use ? According to the survey they used mostly two well-known '• s'oo, ooo 70 [o Fig. 5. DEOVORA•S. (Sources: (1) Red Book (2) Barrons and Drug Trade News Surveys. ) brands which were and still are considered household products and are used generally by and advertised for women. In other words, there was already at that time a market for men's deodorants. But in 1950 out of a total sale of deodorants of $34,630,000, • only $5,000,000 worth, or less than 15 per cent were labelled "for men". • The discrepancy was so glaring that the 1952 survey conchded as follows: "Until now the bulk of deodorant adver- tising has been directed to the women's market. The men's market is an untapped, undeveloped sales territory "n. We shall see how •fferent it is now. In 1955, of a total market of $70,200,000 •*, men's deodorants accounted for 840,000,000 •, or more than 57 per cent. There is another even more

THE DEVELOPING MARKET IN MEN'S COSMETICS IN THE U.S.A. 27 enlightening way of looking at these figures. 3•t.6 minus 5 is roughly 30 million, which represents the women's deodorant market in 1950. In the 1955 figures, out of a total of $70,000,000 we have $•t0,000,000 for men, the difference still being $30,000,000. Assuming these figures to be correct, it means that the women's deodorant market has not changed in 5 years. But during this period the men's market has increased eight-fold. In 1956 the total sales figures for deodorants were $77,500,0002? . The figures for men's deodorants were not available but if the general trend is still the same it means that by now over $45,000,000, or 60 per cent of the deodorants sold, I0o 5'o Fig. PER CENT OF i•ALES USING 7DEODORANTS. Survey, 1057.) (Source: Red Book Magazine are deodorants for men. The deodorant market has become a man's market and this is indeed a revolution. All surveys show that the trend is continuing and that men use more and more deodorants all the time. In a survey pub- lished last year TM (Fig. 6) the consolidated consumer analysis of 21 cities showed that, in 1954, 49.8 per cent of men used deodorants, in 1956, 55.6 per cent. 77 per cent of the male readers used a deodorant regularly or occasion- ally. In the 15-24 age group 85.8 per cent of the male readers use a deodorant regularly or occasionally •a. (70 per cent of these deodorant figures are for anti-perspirants.) The youngsters of today are the adults of tomorrow, so