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Markets & trends

Barbershop franchises join the growing male market and launch their own cosmetics brands

Products for hair and beards extend the range of products for men in a category that already represents over 30% of all cosmetics sales in Brazil.

The male beauty market in Brazil is in a constant upwards trend. According to Euromonitor, the market revenue reached nearly R$ 20 billion in 2016 and is expected to surpass R$ 26 billion by 2021, allowing Brazil to surpass the United States as the world leader in this category.

Rodrigo Guimarães, owner of barbershop Club Men Salon

Rodrigo Guimarães, owner of barbershop Club Men Salon

A survey conducted two years ago by Instituto Qualibest revealed that 43% of Brazilian men say they take care of their appearance, with 54% regularly visiting beauty salons or barbershops. “Brazilians are traditionally more attentive to their health, well-being and aesthetics. Our appearance is our calling card, so women are not the only ones who have to look presentable, men do too,” says Rodrigo Guimarães, owner of barbershop franchise Club Men Salon.

Deodorants and fragrances are still the category’s best sellers, but men are increasingly buying more cosmetic products and currently account for 31% of all sales in Brazil, according to a 2017 survey by Kantar Worldpanel.

Big brands are not the only ones investing in products for men. Over the past few years, a series of Brazilian barbershops have also launched their own brands. “We developed our own cosmetics line because we spotted an opportunity and noticed that our clients needed to maintain the same beauty routines at home,” says Guimarães.

At the beginning of the year, the franchise - which opened in 2014 with barbershops predominantly located in Rio de Janeiro and the coast of São Paulo - launched two new lines of products for male hair and beards. They are sold online and at the barbershops themselves, where customers can also buy clothes and accessories. “Men like practicality; they like one-stop-shops.” Guimarães has plans to go even further and sell their cosmetic products in supermarkets, pharmacies and perfume stores. “By the end of the year, we hope to have increased our sales by 40% through this strategy of growing the number of our points of sale,” he says.

The barbershop franchises Corleonne and Cavalera have been selling cosmetic products for over two years. They have already expanded their portfolios and sell their products not only at their own stores but also at both brick-and-mortar and online retailers. Tarantino, one of the first barbershops to enter this market, had its line of products for beards and moustaches unveiled by SkinLab - the company that produces them - at FCE Cosmetique 2016. “They are special products for the modern bearded man and for those who want to try out a new look, too,” says the manufacturer.

To try to get in on the barbershop boom in Brazil (according to Euromonitor, the revenue for this type of business has grown by over 500% between 2012 and 2016 in the country) Cless Cosméticos launched a brand that specializes in beards and consists of shampoo, fixating gel, oil and modelling pomades. “We first spotted this trend in 2013 and created Charming Men to target these customers directly,” says Daniela Ferré, marketing manager at Cless Cosméticos.

Ferré does not believe that her brand competes directly with signature products by barbershops, as they are not available from the same points of sale. However, she says personal contact with barbers and having them suggest your product can make a difference. “Getting a product recommendation from a professional that works with you is an effective approach,” she says.

The ‘Relatório Inteligência’ (Market Intelligence Report) launched by Sebrae in 2018 corroborates Ferré’s statement. According to this study on male behaviour, when it comes to beauty treatments the use of cosmetic products and procedures usually starts with a recommendation rather than as an impulse purchase.

Ferré is still optimistic about products for men. “My expectations are extremely high. I believe there is still a lot of room for growth and that the market will continue to expand at the current rate.

Renata Martins

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© 2019 - Brazil Beauty News - www.brazilbeautynews.com

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