News from Latin America
Daniela Ferreira
Correspondent
daniester@circulodabeleza.com.br
Mobile: 55-11-993880867
Daniela Ferreira is a marketing and communication
professional in both consumer and B2B cosmetic
markets. With a degree in social communication and
postgraduate work in business administration, her expertise includes managing and launching products,
communication planning, market studies and analysis,
and identifying new business opportunities. She also
has beauty blog ( www.circulodabeleza.com.br), and is
a makeup artist and image consultant.
MAN POWER IS DRIVING SALES
THROUGHOUT LATIN AMERICA
THE GROWING vanity of Latin American men is moving the male grooming market in the region. More guys are
taking care of their skin, hair and body,
which is evident in statistics provided by
Euromonitor International. During the
past five years, sales of men’s grooming
products in the region nearly doubled,
topping $7.5 billion last year. Brazil is the
No. 1 market in Latin America (and the
No. 2 market in the world), followed by
Mexico and Argentina.
The market is dominated by Procter &
Gamble, Unilever and other international
companies. Best-selling P&G shaving
brands in Latin America include Gillette
Prestobarba, in the disposable segment,
and Gillette Mach 3, in systems. According
to the company, Gillette holds an 81.6%
value share of razors and blades in Brazil,
followed by Unilever and Natura, respectively, according to Euromonitor.
Although traditional items such as
shaving products, deodorants and per-
fumes are the market leaders, products
for hair and skin are growing in demand
throughout Latin America. A Unilever sur-
vey found that 43% of Brazilian men would
like to have their hair in better condition
(more shine and softness, less damage),
while 35% want stronger hair and 31%
want less dandruff. The results of the sur-
vey, led Unilever to introduce Dove Men +
Care at the end of 2012.
Natura, too, expanded its offerings to
give men what they want. New this year to
the Natura Men line are five hair products:
shampoo to reduce oiliness, 2-in-1 shampoo, anti-dandruff shampoo, conditioner
for all hair types and gel fixative. Natura
Men is formulated with technological and
natural ingredients such as Pro Vitamin B5,
moringa extract and quinoa bio-amino acid
to strengthen and restore hair.
Deodorant is the No. 1 product category
in the Argentinian men’s grooming market.
To boost its share in this important segment, Unilever has expanded its deodorant
plant in Tortuguitas, which is a province of
Buenos Aires. It is the company´s largest
deodorant spray plant globally and exports
to other countries in Latin America, Asia
and the Middle East.
Thanks to the success of its Rexona and
Axe brands, Unilever is also the leading de-
odorant marketer in Brazil, which happens
to be the biggest market for deodorants
in the world. Axe Top is the newest vari-
ant, and the preferences and opinions of
Brazilian men had a big influence in the
creation process. According to the com-
pany, Axe Top’s fragrance transforms the
classic fougère family into something more
modern and sophisticated.
Brazilian franchise chain Boticário
Group outperformed in fragrances in 2012
through its business unit O Boticário. The
company has invested heavily in advertising campaigns and new products focusing mainly on mass fragrances. It has
recently started using its force of in-store
saleswomen to sell products through the
direct-selling channel. Earlier this year, O
Boticário expanded its Malbec and Quasar
men’s fragrances with two new limited versions. Malbec, which is billed as world’s
first fragrance that’s based on wine alcohol
and macerated in French oak barrels, came
out with Malbec Absolut to commemorate
the Men´s Day and Quasar with Quasar
Quest to commemorate Father´s Day.
O Boticário and Natura introduced
brands such as Boticário Men and Natura
Homem, respectively, for skin care whose
both characteristics bring together five
functions, including: soften skin after shav-
ing, moisturizing, UVA and UVB protec-
tion, anti-aging action and sebum control.
These products are also promotes the prac-
ticality, a quality valued by men.
According to the Brazilian Society
of Dermatologic Surgery (SBCD), men
want treatments that primarily improve
the quality of their skin and alleviate
wrinkles. So, beyond razors and deodor-
ants, the men’s market in Latin America
has great potential. The benchmark could
be the powerplayers in the deo sector.
Competitors can learn from Unilever and
P&G; for instance, the way they have di-
versified their product portfolios and tai-
lored their marketing tactics to the male
consumer.•
As in other markets, shaving is the
biggest category in the Latin American
men’s grooming segment.
