Brazil remains the No. 2 market for men’s grooming products in the world (behind the US), while Mexico and Argentina have achieved higher rankings in the past five years. Mexico moved up two spots, to No. 9 in 2017, while Argentina jumped from No. 29 to No. 14. The future looks bright too; forecasters predict a CAGR of 4.1% through 2022, compared to just 2.6% gains globally. As one might expect, Brazil will lead the way with a 5.4% CAGR.
The positive data are driven by men who are increasingly aware of their body and beauty care needs; but they don’t address those needs like women. According to Euromonitor International, on the whole, men seek ease and comfort while women shop on impulse; 29% of men purchase beauty items three times a month or more contrasting with 42% of women. Furthermore, men use just eight grooming products compared to 21 for women. Men spend less time on grooming, too; men devote 28 minutes a day, and women spend 42 minutes.
In Latin America, men’s grooming sales are still dominated by the most traditional categories, such as fragrances, deodorants and shaving products; which together account for 96% of men’s grooming sales. Euromonitor points out, however, that men are gradually increasing their consumption of other grooming products and formats.
In Brazil, men’s fragrances account for the largest portion (60%) of men’s grooming product sales due to the country’s strong cultural tradition of giving fragrances as gifts at special occasions, such as Father’s Day and Christmas. At the same time, however, Brazilian men have conservative preferences regarding perfume choices. Mintel´s new research about men’s attitudes toward beauty and personal care products reveals that three in four (76%) of them use fragrances specific to their gender. This trend is underlined by deodorants since 70% of male consumers choose specific options for them, compared to 30% who use unisex deodorants.
According to Juliana Martins, senior specialist in beauty and personal care at Mintel, there are many opportunities for deodorants in Brazil. Brands could add value and convince consumers who see this product as unisex, developing products for men and women, for instance. One idea is to use “masculine” ingredients, such as charcoal, in the communication strategy of these deodorants, as its benefits include the removal of excess oil and protection against pollution, both of which have been used by the beauty industry mainly in facial cosmetics. On the other hand, brands can innovate in developing specific deodorants for men by launching line extensions.
Indeed, the regional challenge lies in breaking stereotypes. Skin care, for example, is still very much associated with femininity. Attitudes will change as new brands and products enter the market since launchings are now exploring claims that focus on the product’s features, such as sunscreen or post-shave. The objective is to promote a gradual experimentation for men with multifunctional products as a first step to explore their vanity.
Beards and mustaches have soared in popularity, but most Brazilians prefer to groom facial hair on their own. Mintel’s research reveals that only 5% of respondents go to barbershops. It has also revealed that more than half of Brazilian men (57%) do not apply any beard/mustache products. However, among the items used, cleansers and moisturizers were the most mentioned in the survey (21%). According to Martins, it’s a matter of education since men generally do not know which products are best for their skin.
The four leaders in men’s grooming are P&G, Unilever, Natura and Boticário. In Brazil, leaders switch positions led by Boticário and Natura and followed by P&G and Unilever. The Natura Homem line has 12 personal care products and four male fragrances. Among the highlights are the Anti-Aging Moisturizer with peptides and cocoa extract; a shaving oil that softens whiskers for a better shave, that is said to be ideal for more defined hair lines; and facial cleansing gel with salicylic acid and cupuaçu, which is said to clean skin, control oil and unclog pores. According to Denise Coutinho, Natura´s fragrance director, the line is based on research into the behavior of contemporary men and the infinite ways to exercise masculinity. She insisted that this new man is free of stereotypes.
O Boticário expanded its portfolio with products for men who want to improve the appearance of their skin—without resorting to makeup. The Energetic Facial Men formula is indicated for a “tired” face because it recovers the vitality of the skin and makes it healthier. Men Combat is a BB cream (moisturizer with color), that helps to leave the skin more uniform, devoid of expression lines and oil.
The company has also launched the Malbec Club line for the man “who knows how to take care of himself.” The line debuted in July with the aim of encouraging personal care and giving a new look to Malbec, Boticario’s primary male fragrance. More than an extension of fragrance, the novelty is an exclusive, sophisticated line with unique language and innovative formulas for increasingly vain men who are concerned with their appearance. Malbec Club features six personal care SKUs, moisturizing lotion, liquid soap, shaving cream, oil to beard, post shave balm and gray shampoo; all of them contain grape polyphenols, which are said to have unique antioxidant action and help prevent skin aging. The line also highlights a new fragrance, Malbec Club Intense, a woody version with the original Malbec DNA, but much more intense and sophisticated.
Personality & Purpose
Mintel’s studies point out that merely selling a beauty product is no longer enough: brands must have personality and purpose that align with consumers’ beliefs. All of it is linked to the influence of social media. Brazilian consumers care about what they read online: 23% of them follow preferred beauty brands in social media and 38% of men said they read or watch product evaluations on the internet, such as beauty blogs and YouTube videos, before making a purchase. According to Martins, brands could use social media to become more “humanized” and attract consumers who share their values and ideals and thus generate customer online engagement.
Daniela Ferreira is a marketing and communication professional in both consumer and B2B cosmetic markets. At present she is master´s degree student in fashion program at São Paulo University (USP) with research project about fashion and fragrance and also including works presented at conferences. Her expertise comprises managing and launching products, communication planning and market studies for identifying new business opportunities. She also has a blog about perfume, its interactions and insights for the market (https://olfativo360.com.br/)