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Latin America will Drive Men’s Grooming Global Growth

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Elton Morimitsu Bio

In-Cosmetics Latin America 2017, the only fair in the region dedicated exclusively to raw materials for personal hygiene, perfumery and cosmetics, took place in São Paulo on September 20th and 21st. I participated at the fifth edition of the event with the presentation "Men’s Grooming in Latin America: Trends and Opportunities in Latin America", bringing a global and regional vision of the male beauty segment, discussing the main factors boosting sales and presenting future projections as well as the main opportunities to be explored.

According to global market research company, Euromonitor International, the global men’s grooming market was valued at US$ 47 million dollars in 2016, accounting for 11% of the total global beauty and personal care value sales. While Western Europe still represents 26% of total global sales of men’s grooming products, Latin America is the region with the highest forecasted growth for the next five years.

Sales of men’s grooming products in Latin America totaled USD 10 billion in 2016 and have shown sustained growth over the last five years, with a 12% Compound Annual Growth, between 2011 and 2016.

Regional performance: one size does not fit all in Latin America

Sales of men’s grooming in Latin America are still dominated by the region’s largest markets with Brazil, Mexico and Argentina together accounting for 76% of the total regional men’s grooming market. It is important to note, however, that these countries present strong cultural differences which directly impact the performance of product categories.

Men's grooming by category with %of total sales in USD in 2016 bar graph. Categories are men's shaving, hair care, fragrances, bath and shower, deodorants, and skin care between countries of Argentina, Puerto Rico, Colombia, Chile, Mexico, Ecuador, Peru, and Brazil

In Brazil, for example, men’s fragrances accounts for the largest portion (60%) of men’s grooming products sales due to the country’s strong cultural tradition of giving fragrances as gifts at special occasions, such as Father's Day and Christmas. In contrast, the high degree of “machismo” culture amongst Brazilian men is a challenge for the consumption of other men’s grooming products, such as men’s skin care.

On the other hand, Mexico is the Latin American country that presents the highest proportion of men’s skin care purchases, accounting for 5% of total Mexican men’s grooming sales. In fact, this category recorded the fastest current value growth in 2016, reflecting the increasing concern of Mexican men towards preventing signs of ageing. Similarly, in Argentina, the increasing consumption of esthetics products among men is not only occurring because they want to look better but also because there is a demand in the socio-labor market, as some companies prefer hiring younger employees.

The role of sports celebrities

Most companies rely on celebrities to support their brands. New styles are becoming gradually more popular among Latin American men, who begin to require more specific products with the right brand association. Neymar Jr, for example, is one of the most required celebrities in campaigns targeting the average Latin-American men. He is known for his daring style, with innovative haircuts, hair dying and hair straightening.

In Brazil men are very connected with soccer and many also recognize the soap opera actors, these are the main influencers in fashion styles. In Ecuador, one of the most interesting campaigns with good results was made by Beiersdorf for its Nivea brand through an alliance with Real Madrid footballers to reinforce the image of Nivea men’s toiletries with sports and intense activities.

Men’s grooming beyond shaving and fragrance

While sales of men’s grooming products are still highly dominated by the most traditional categories, such as fragrances, deodorants, and shaving products, Latin American men are increasing their consumption of esthetics products.

Latin America Men's Grooming by Category in Retail sales bar graph. Compares 2016 retail sales and 2016-2021 CAGR% in the categories of Men's fragrances, deodorants, shaving, hair care, bath and shower, and skin care.

The regional challenge lies, however, on breaking stereotypes. Skin care, for example, is still very much associated with femininity. For this reason, men’s skin care launches are now exploring claims that focus on the product’s features, such as sunscreen or post shave. The objective is to gradually get men to experiment with multifunctional products as a first step to explore their vanity.

Download our report “Men’s Grooming in Latin America: Key Trends & Opportunities

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