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Markets & trends

Men’s cosmetics boom in BRIC countries

We spoke to Catherine O’Connor, Senior Analyst at research firm Canadean, to get the lowdown on how the men’s grooming and cosmetics markets are changing in some of the world’s fastest growing economies, the so-called BRIC group: Brazil, Russia, India and China.

Photo credit: © Goodluz / shutterstock.com

Photo credit: © Goodluz / shutterstock.com

What’s behind the global boom?

Catherine O’Connor - Consumers in BRIC markets are experiencing increasing demand for men’s grooming and cosmetic products due to pressure to look good in the workplace and their personal lives. Needs vary by country, with men in China and India being more receptive to cosmetic products.

How does the market look in India?

Catherine O’Connor - The use of make-up by males in India is startlingly high, with men consuming 46% of make-up by volume. This is driven by both cultural and religious phenomena; for instance, kohl is a common eye make-up applied by men on special occasions.

Is the situation similar in China?

Catherine O’Connor - Chinese men are similarly large users of make-up, accounting for 38% of consumption. Over a quarter of this consumption is motivated by a desire to meet the needs of their lifestage, with working men feeling a heightened pressure to look fresh and professional. Demand is high for products that minimize signs of tiredness, such as concealers and eye highlighters.

What are Brazilian men buying?

Catherine O’Connor - Brazil’s image-conscious culture is increasingly posing high beauty demands on men as well as women. Men account for 45% of the skincare market in Brazil, with demand for facial care and depilatories on the rise. This consumption is driven by a desire for products that offer beauty benefits to meet the needs of mens’ age, with anti-agers and revitalizing skin creams proving popular.

Is Russia the same as the rest of the BRICs?

Catherine O’Connor - In Russia, use of make-up among men is far lower, accounting for only 12% of the market by volume. This reflects a greater social prevalence of traditional notions of rugged masculinity, with the majority of Russian men viewing cosmetics as feminine products. Successful male grooming products in Russia will be marketed around their potency and convenience, as can be seen in the popularity of wipes and products with long-lasting claims.

What are the global trends?

Catherine O’Connor - Beauty trends that originated in Asia are now increasingly popular in Western markets, as can be seen in the recent launches of male BB creams from major manufacturers. The most successful products will, however, be marketed around function rather than beauty, with Western men more abashed about seeking beauty goals than their Chinese and Indian counterparts.

AFP/Relaxnews

© 2014 - Brazil Beauty News - www.brazilbeautynews.com

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