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Markets & trends

Brazil set to take the lead on men’s grooming by 2019

The fast-growing market has contributed to a strong performance for the category in Brazil and the industry is responding by diversifying its portfolio.

Razors, aftershave lotions and shower gels and are just the beginning of the men’s grooming revolution that has taken the Brazilian market by storm. Sales have doubled since 2009 and are expected to keep growing at an annual rate of 7.1% by 2019, when Brazil should become the world’s largest market in this category, with sales of US$6.7 billion according to data from Euromonitor International.

Hair care products from the Natura Homem line

Hair care products from the Natura Homem line

A study conducted by the market intelligence firm also shows that sales of shaving products, soaps and shampoos for men have totaled US$4.7 billion in 2014 – a 99.4% increase over 2009. The product mix is increasingly more diversified, and Brazil’s leadership will be particularly drawn by bath and shower products, which are set to grow by 111% between 2014 and 2019. Deodorants (53%), hair care (38%) and shaving products (32%) are to follow.

Marcela Viana, market research analyst at Euromonitor International, says the increase in income observed in recent years combined to new customers entering this market should bring Brazil to the top of the rank. “Essentially, there are two blocks of consumers – the younger ones started the trend by trying hair care items, fragrances and other products. Now we also see adults and senior consumers using these cosmetics,” she says. Marcela points to the fact that manufacturers also play a key role in Brazil’s strong performance in this market. “The industry has been contributing considerably to this scenario by launching products targeting male consumers and further encouraging the market to grow.

From its early beginnings as a pharmacy in Rio in 1870 to its current status as an important player in the Brazilian cosmetics industry, Granado says men account for around 40% of its customers. The company has four men’s grooming brands – Glicerina, made of vegetable glycerin bar soaps and body washes; Antisséptica, with antiseptic, antifungal and antibacterial products; Barbearia, whose highlight is a shaving soap for men who shave in the shower or sauna; and the dermocosmetics range Granaderma.

Granado’s marketing and sales director, Sissi Freeman, says the company has followed closely the behavior of male consumers in Granado’s 40 concept stores throughout Brazil. “We have noticed a considerable increase in fathers purchasing products from our baby care line, which shows that modern men are more present in parenting than ever before. Product loyalty is another important feature. Our antiseptic talcum powder, which was Granado’s very first product, has become a tradition passed on from generation to generation.

Natura also has a portfolio dedicated to male customers, ranging from perfumes and deodorants to creams, foams, moisturizers and hair care products. "As well as practicality, men look out for efficiency and points of difference in the product composition. That is why the beauty industry has been investing in products with the latest technology and targeted at very specific areas. One of Natura’s competitive advantages is that male customers can purchase products online through Rede Natura (“Natura network”), which meets their demand for quick and easy solutions,” says Alessandro Mendes, product development director at Natura.

Amanda Sergio e Christoph Mayer-Loos, founders of online store (...)

Amanda Sergio e Christoph Mayer-Loos, founders of online store Shop4Men

Euromonitor’s Viana points out that unlike women, men do not tend to be impulsive buyers – “they are more careful and patient customers,” she says. Christoph Mayer-Loos, co-founder of online men’s grooming store Shop4Men, agrees with Viana. “It is a demanding target audience, aged 20 to 45 years. Most often, the first purchase is a product that they have already tried. Once they discover more options, the next purchase is usually larger and includes different products,” he says.

The idea for Shop4Men came about last year, when Mayer-Loos was looking for a hair wax and had to buy it from a women’s beauty website. Despite Brazil’s challenging economic picture, the company has been growing and Mayer-Loos hopes to reach R$2 million in sales this year. Shop4Men sells over 2000 items per month, including domestic and international brands. When it comes to Brazilian manufacturers, he says that most companies are focused on shaving and beard care products, such as Sobrebarba and Dr. Jones. However, their portfolio points to a shift towards options that go above and beyond traditional men’s grooming items. “Dr. Jones has a belly fat-burning cream, a face exfoliating scrub and a feet deodorant,” says Mayer-Loos.

Amanda Mont’Alvão Veloso

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