Men’s grooming continues losing variety and has been reduced to shaving products, deodorants and fragrances for men. In 2017, men’s shaving was the largest category in volume terms and it largely comprised men’s razors and blades and pre-shave products, which put it in second place in sales value – far behind men’s fragrances, the most valuable category.
Supply of razors and blades remains erratic after many years of price regulations, although independent store owners have taken it upon themselves to import them due to long periods of absence. At the end of 2017, Farmatodo – the largest parapharmacy chain in Venezuela – announced the arrival of a German razor that will be distributed exclusively at its stores.
In beauty and personal care, men often use products designed for all family members, although this does not apply to deodorants, thus making men’s deodorants the largest category within men’s toiletries in 2017. The performance of men’s toiletries in Venezuela continued to be strongly influenced by price ceilings and controls imposed by the government, especially in deodorants.
Mass men’s fragrances continued to lead sales value in 2017 because the large price gap between mass and premium fragrances makes it difficult for consumers to trade up. In 2017, the average unit price of premium men’s fragrances was about five times higher than that of mass fragrances, a differential that has promoted significant downgrades.
Men’s skin care is a small category with a limited supply of premium products, which nearly vanished after L’Oréal Venezuela withdrew its brand Biotherm in 2015. An increasing trend of Venezuelan men interested in beauty and personal care led to growing demand for specific skin products and treatments over the review period.
In men’s hair care, Head & Shoulders for Men (Procter & Gamble de Venezuela) was the leading brand, although domestic offerings emerged during the review period. This was the case with Rolda (Cosméticos Rolda), which offered four different lines of men’s styling agents and shampoos: one with taurine for a stimulating effect on hair growth, another with ginseng for an anti-dandruff effect and oil control, another with plankton extract for a fortifying effect on fragile hair, and one with rock crystal for a protective effect against the sun.
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This industry report originates from Passport, our Beauty and Personal Care market research database.