The Woolworths Beauty Summer Escape is more than an event. It is a celebration of beauty as part of a holistic lifestyle, combining music, art, food and fragrance in an experience that reflects Woolworths’ commitment to helping customers feel confident and inspired. From interactive zones to expert-led sessions, the event showcased the very best of WBeauty’s cruelty-free and premium products while reinforcing the brand’s philosophy that beauty and wellness are for everyone.
Summer is the season for sun, festivals, outdoor adventures and looking your best while doing it. Men’s grooming has evolved far beyond just shaving and cologne. Today, self-care includes skincare, fragrance and self-expression. At Woolworths Beauty Summer Escape, we spoke to Meagan Africa, Head of Beauty Operations and Academy at Woolworths, about how South African men can upgrade their grooming routines, experiment with skincare without intimidation and embrace accessible luxury.
From Gendered Products to Concern-Led Solutions
Woolworths is moving away from traditional men’s and women’s categories. Meagan explains that the focus is on results, not labels. “We are shifting into concern-led discussions. Whether you are male or female, if you have a skin concern, there is a solution,” she says. Even fragrances are now approached without strict gender boundaries. Men’s specific products remain, especially for post-shave routines, but the emphasis is on what the product does, not who it is marketed to.
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Beauty as a Holistic Lifestyle
Summer Escape perfectly illustrates Woolworths Beauty’s vision. Combining music, art, food and fragrance, the event lets guests explore trends, engage with experts and experience beauty as part of everyday life. “Summer Escape is not just about products,” Meagan says. “It is about sharing our strategy, giving guests an immersive experience and celebrating the Woolworths Beauty community.” The brand wants men to see grooming and self-care as part of a holistic lifestyle rather than a chore.
Accessible Luxury for Every Man
Grooming is one of the fastest-growing categories and Woolworths ensures men can access quality, cruelty-free products at every price point. “Accessibility is huge. We want students, young professionals and everyone in between to feel confident and look good,” Meagan says. From affordable daily essentials to high-end luxury ranges, there is something for every stage of life, making self-care achievable for all men.
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Educating Men Without Intimidation
Men’s grooming now goes beyond shaving. Woolworths encourages experimentation with skincare, fragrance and self-expression. The men’s ranges include cleansers, toners, serums and moisturisers tailored to common concerns such as hydration and pore control. Workshops and expert sessions guide men through products and techniques, removing the intimidation factor and making grooming approachable.
Summer Essentials for Men on the Go
For warmer months, Meagan highlights key products for grooming and confidence on the move. SPF 50 sun protection, travel-friendly deodorant sprays, EDPs and hydrating mists are must-haves. “Men often underestimate hydration. A mist is not makeup. It is a quick, gender-neutral way to give your skin the water it needs, especially after a day in the sun or a night out,” she says.
Curating Premium and Niche Offerings
South African men are increasingly curious about premium and niche products. Woolworths balances accessibility with exclusivity, offering curated fragrances from global icons like Versace and Burberry alongside its WBeauty range. This approach allows men to explore products that match their style and personality while remaining within reach.
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The Game-Changer for Summer
If there is one standout product for men this season, Meagan recommends a hydrating mist. “Men often do not drink enough water and alcohol and summer sun dehydrates the skin. A mist is a simple, effective way to refresh and hydrate your skin,” she says.
