Brazilian men constitute an important target audience for beauty and personal care brands. Despite the fact that men normally have a simpler beauty routine, they have a high interest in skincare and cosmetic innovations that help them feel more beautiful and confident. Due to the COVID-19 pandemic, however, there has been a relevant behavior change, as the beauty routine has become even simpler (eg men not shaving their beard during the social isolation period).

Nevertheless, men have demonstrated greater awareness about their mental health, and have demanded cosmetic solutions that help them deal with stress and anxiety, seeking self-care experiences at home. Clinical endorsement is paramount for male-specific beauty and personal care brands, especially when it comes to products that claim to tackle problems such as hair loss, dandruff and acne. Brazilian men also have an interest in facial skincare products that cover imperfections and offer a more beautiful and healthy appearance.

• The impact of COVID-19 on men’s attitudes toward beauty and personal care.

• Brazilian men’s habits, behaviors, attitudes and perceptions.

• Usage of products by and analysis of different demographic groups.

• Men’s interest in cosmetics and examples from other countries that could be applied in Brazil.

• Product innovations during and after the pandemic.

This Report was written between August 10 and September 4, 2020.

This Report analyzes Brazilian men’s attitudes toward beauty and personal care, products used, perceptions from different demographic groups and interest in innovations.

In addition, this Report covers the impact of COVID-19, projecting men’s behavior toward the segment after the pandemic. The following categories have been included:

• Haircare (shampoo, conditioners, hair treatments, hair styling)

• Skincare (facial and body care products, including beard care)

• Color cosmetics, specifically developed for men (foundation, concealer, eye mascara, eyebrows)

• Suncare

• Deodorants and antiperspirants