Men's Grooming in Peru

PROSPECTS

Main driver is unit price

While the main driver for purchase is unit price, consumers recognise the benefits of well-known brands such as Prestobarba and Schick and therefore, at the time of making any new purchase they evaluate the cost-value benefit, since there are available very economic brands with unknown or doubtful origins and that sometimes can cause damage to the skin or cuts. In addition, another important driver is availability at the time of purchase because the buyer arrives at the pharmacy or at the small independent grocery store and if his favourite brand is not in stock he acquires what is available, showing lack of loyalty.

Within shaving, razors and blades are the most demanded product

Consumers do not perceive pre- and post-shave products as essentials because traditionally men use bar soap to create foam which is applied over the face prior to shaving. This has been taught from one generation to another and may be associated with the lack of different options that characterised previous decades.

Men’s grooming gains presence in new categories

Each year more men recognise the need to purchase specific products for their care, stopping the consumption of family options, as has happened in hair care and bath and shower. Products designed for men are associated with more active ingredients for the elimination of odours and longer-term protection which not necessarily agrees with reality but this is the disclosed claim.

COMPETITIVE LANDSCAPE

Barber shops are creating new competition

In contrast to the traditional man who pays little attention to his personal care, a new segment has emerged, comprising men who value their personal appearance and demand special products and services. That is why the barber shops have expanded in Lima, along with the fashion trend of letting beards grow, which is perceived as masculine but requires significant care.

Premium products remain small niche

Once a man uses a family-type product, for example shampoo or soap, it is not easy for him to migrate towards products specifically designed for men, unless he can clearly perceive the special benefits, such as aroma or elimination of odours, being stronger. On the other hand, in lines with little penetration, such as skin care, where most men still do not use them, it is feasible that when deciding to purchase a product, they specifically look for the one created for men.

Direct sellers can promote growth

Direct sellers have the best opportunity to create growth in this category because they can, through consultants, expand the knowledge and importance of taking care of skin with products designed especially for men, as well as reinforce the need to use specific products for hair care and showering. Most Peruvian men have already used fragrances from direct sellers, brands such as Unique-Yanbal, Esika, L’Bel, Natura or Avon, and therefore they are familiar with these brands as well as with their purchasing process, knowing at least one consultant.

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