Men's Grooming in Argentina

PROSPECTS

Economy brands grow due to the poor economic environment

The economic crisis in 2018 had a considerable negative impact on demand for men’s grooming products. In the face of the need to reduce spending, men in many cases replaced their preferred brands with other, cheaper options.

Men’s grooming sales contract after six years of growth in volume

In 2018, sales of men’s grooming products recorded a sharp contraction in retail volume terms. The category had been successful in previous economic crises, when it registered expansion despite the poor economic context.

Waiting for a better economic context for the expansion of men’s skin care

Men’s skin care has considerable potential in Argentina; however, for this potential to be realised, the economic context must improve, which is not expected to happen before 2020. In 2018, the variety of brands available was very limited, with the key brands being Nivea For Men, from Beiersdorf (Argentina) SA, in mass men’s skin care, and Men Expert, from L’Oréal Argentina SA, in premium men’s skin care.

COMPETITIVE LANDSCAPE

Strong presence of multinational companies

Men’s grooming sales are led by the multinationals Unilever de Argentina SA and Procter & Gamble Interamericas Inc. While Unilever stands out in men’s toiletries, with brands such as Axe and Rexona for Men, Procter & Gamble leads men’s shaving, with its well-established Gillette brand.

The Axe brand expands to new categories

Taking advantage of the strong position of the Axe brand in men’s deodorants and men’s bath and shower, Unilever de Argentina SA launched the Axe Styling line in hair care in mid-2018. The company carried out a strong publicity campaign in mass media to promote its new products.

Little space for the development of private label

The presence of private label in men’s grooming products is negligible, and there is little likelihood of this changing in the short term. The main reason is that the category is still very underdeveloped.

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