Men's Grooming in Ecuador

PROSPECTS

Mass men’s fragrances recover

Fragrances is the most important category among 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, while the entire fragrances category witnessed steep declines in retail value and volume sales.

Men continue to search for standard beauty and personal care products

As the category still suffers from 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 women’s products.

Men’s grooming mainly purchased by women

In terms of consumption behaviour, there are still cultural prejudices regarding the use of men’s grooming, with most purchasers of this category being women, including mothers, girlfriends and wives. When men shop for these products, it is uncommon for them to search for new or different products.

COMPETITIVE LANDSCAPE

Unilever leads men’s grooming

Unilever Andina Ecuador led men’s grooming in 2017 with its deodorant brand Axe. In a highly fragmented landscape, Axe leads with a strongly positioned mass brand, with one of the longest trajectories among men’s grooming.

Ecuabic leads men’s shaving

Ecuabic gained the leading position from Procter & Gamble Ecuador in men’s shaving in 2017. The company is focused on razors and blades, of which 95% of its sales belong to men’s products with the remaining share going to women’s.

Men’s grooming marketing efforts focused on traditional categories

Communication among men’s grooming focuses 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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