Fragrances is the most important category amongst men’s grooming. Its performance during 2015 and 2016 was negatively affected by increasing taxes and import restrictions, which impacted prices to the end consumer whilst the entire fragrances category witnessed steep declines in retail value and volume sales.
As the category still suffers from a cultural stigma that limits greater consumption, products directed to men continue to be more basic and standard in terms of ingredients and benefits. The positioning of men’s grooming remains standard and less sophisticated than that of women’s products.
In terms of consumption behaviour, there are still cultural prejudices regarding the use of men’s grooming, with women, including mothers, girlfriends and wives, being the main purchasers of men’s grooming products. When men shop for these products, they rarely search for new or different products.
Unilever Andina Ecuador led men’s grooming in 2018 with its deodorant brand Axe. In a highly fragmented landscape, Axe leads with a strongly positioned mass brand, with one of the longest trajectories amongst men’s grooming.
Ecuabic’s Bic Sensitive held the leading position in men’s shaving in 2018. Whilst the company ranked second behind Procter & Gamble, it gained more value share over the year.
Communication amongst men’s grooming focusses on deodorants, men’s shaving and fragrances. Brands such as Gillette invest consistently in mass media advertising, with a strong presence on television.
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This industry report originates from Passport, our Beauty and Personal Care market research database.