Table of Contents
Executive Summary
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- Market overview
- The impact of COVID-19 on beauty and personal care products for men
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- Figure 1: Expected impact of COVID-19 on beauty and personal care products for men, in the short, medium and longer term, August 2020
- The impact so far
- Men adopt a simpler beauty routine, but health care remains important
- Impacted by the economic downturn, men are more sensitive to price
- Short and medium term (2 years)
- Wearing of face masks brings new facial skincare demands
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- Figure 2: Face masks with soothing and revitalizing properties
- Products that offer holistic benefits can help men cope with stress
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- Figure 3: Products that offer wellbeing and self-care experiences
- Long term (2-5 years)
- Clinically proven benefits drive men’s purchase decision
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- Figure 4: Brands that offer clinically proven and male-specific formulas
- Challenges
- 2-in-1 shampoo and conditioner could offer benefits from root to tip
- Beard care segment has the challenge of engaging consumers during social isolation
- DE male consumers demand more affordable haircare products
- Opportunities
- Hair masks can appeal to men who suffer from hair loss and dandruff
- Body soaps can offer prolonged deodorant action
- Wearing of face masks increases the need for lip moisturizers
- What we think
Market Drivers
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- High unemployment may impact purchases of beauty and personal care products
- Wellbeing is an attribute that can be explored by male-specific products
- Online sales can boom in the short and medium term
Key Players – What You Need to Know
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- Brands invite men to reflect on diversity and representativeness
- Cosmetic brands innovate by discussing masculinity and gender issues
- Dr. Jones grows after digital strategy, while War Paint gains consumers with its exclusive makeup range
Marketing Campaigns
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- L’Occitane au Brésil campaign focuses on the relationship between fathers and sons
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- Figure 5: L’Occitane au Brésil presents its Cumaru fragrances for Father’s Day – Brazil, August 2020
- Figure 6: Drag Queen Penelopy Jean talks about the relationship with his father – Brazil, August 2020
- Gillette repositions in Latin America, expanding the concept of masculinity
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- Figure 7: Gillette Brazil campaign – Brazil, June 2020
- Figure 8: Babu Santana celebrates Father’s Day with Gillette – Brazil, August 2020
- Natura Father’s Day campaign resonates on the stock exchange
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- Figure 9: Thammy Miranda was one of the fathers invited by Natura – Brazil, July 2020
- Figure 10: Natura Father’s campaign – Brazil, July 2020
- Boticário celebrates parents who reinvented themselves during the pandemic
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- Figure 11: Boticário campaign – Brazil, July 2020
- Nivea launches a campaign to celebrate the LGBTQIA+ Pride
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- Figure 12: Nivea Brazil campaign – Brazil, June 2020
- Figure 13: Nivea hires first trans influencer – Brazil, July 2020
- Natura invites men to appreciate their roots
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- Figure 14: Natura Essential range
- Figure 15: Natura’s campaign – Brazil, March 2020
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- Figure 16: Natura’s campaign – Brazil, March 2020
- Dr. Jones enters the razors segment with the acquisition of Home Shave Club
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- Figure 17: Dr. Jones shaving kit now includes The Razor – Brazil, November 2019
Who’s Innovating?
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- Male makeup emerges as a new way of changing the concept of masculinity
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- Figure 18: Total launches of male makeup, by top five countries – 2018-20
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- Figure 19: Facial makeup for men
- Figure 20: Boy de Chanel
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- Figure 21: Shakeup Cosmetics and Stryx
- Genderless cosmetics have potential to be explored in Brazil
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- Figure 22: Total launches of genderless beauty and personal care products, by top five regions – 2018-20
- Figure 23: Boticário and Natura use the genderless concept in their fragrances
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- Figure 24: Simple Organic and Sallve are examples of Brazilian brands that offer genderless skincare products
- Figure 25: Jecca Blac and We Are Fluide focus on diversity to promote genderless makeup
Case Studies
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- Dr. Jones grows 35% thanks to digital strategy
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- Figure 26: Dr. Jones offers a complete portfolio of skincare products for men
- War Paint stands out in the UK with its line of male makeup
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- Figure 27: War Paint story
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- Figure 28: War Paint offers a complete line of makeup for men
The Consumer – What You Need to Know
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- Customized solutions for acne-prone skin and shampoos with relaxing properties appeal to Brazilians
- Men are main target for scalp treatment and demonstrate interest in ethical styling products
- Face masks and social media ads can be used as strategies to appeal to men who use facial care products
- Clinical efficacy can boost usage of anti-hair loss conditioners
- Facial and body sunscreens and oil-based facial soap offer convenience to skincare routine
- Men are more likely to feel encouraged to buy products approved by doctors or from male-specific brands
- Long-lasting skin benefits attract men who use body moisturizers and beard products
- BB creams and male makeup can be explored in Brazil
- Men have an interest in digital technologies for product recommendation and solutions to prevent skin damage
Purchase Responsibility
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- Responsible for purchasing their products, men aged 16-24 can be attracted by acne and oily skin solutions
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- Figure 29: Purchase responsibility, by age – Brazil, May 2020
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- Figure 30: Facial products that combat oiliness and acne
- Shampoos with relaxing and beautifying properties can attract couples who share these products
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- Figure 31: Purchase responsibility, by haircare products used – Brazil, May 2020
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- Figure 32: Shampoos that provide functional and wellbeing benefits
Haircare Products Used
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- Anti-dandruff and anti-hair loss treatments can boost sales of hair masks among men aged 16-34
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- Figure 33: Haircare products used, by age group – Brazil, May 2020
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- Figure 34: Hair masks that fight dandruff and hair loss
- 2-in-1 shampoo and conditioner can combine practicality and benefits to hair and scalp
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- Figure 35: Haircare products used – Brazil, May 2020
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- Figure 36: 2-in-1 shampoo and conditioner that clean and moisturize
- Men have an interest in hair styling products with ethical and eco-friendly positioning
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- Figure 37: Haircare products used, by attitudes toward beauty and personal care products – Brazil, May 2020
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- Figure 38: Styling gel with ethical and sustainable positioning
Skincare Products Used
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- Brands are challenged to keep consumers engaged with beard care during social isolation
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- Figure 39: Skincare products used, by age group – Brazil, May 2020
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- Figure 40: #TapaNoVisuGillette campaign reinforces the importance of maintaining a beard care routine during social isolation
- There is an opportunity to explore the use of face masks among men who use facial moisturizer
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- Figure 41: Skincare products used, by interest in cosmetics – Brazil, May 2020
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- Figure 42: HETIME face mask
- Free samples and social media ads can attract men who use facial cleansers
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- Figure 43: Skincare products used, by attitudes toward beauty and personal care products – Brazil, May 2020
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- Figure 44: Foreo action in partnership with Beleza na Web to promote its facial skincare products – Brazil, August 2020
Haircare Products Usage Frequency
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- Clinical evidence against hair loss may increase use of conditioners
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- Figure 45: Haircare products usage frequency – Brazil, May 2020
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- Figure 46: Conditioners for men who suffer from hair loss
- Haircare brands have a mission to offer affordable products to DE consumers
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- Figure 47: Haircare products usage frequency – Brazil, May 2020
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- Figure 48: Brands can help consumers with affordable solutions
Skincare Products Usage Frequency
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- Body soaps can offer prolonged deodorant action
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- Figure 49: Skincare products usage frequency – Brazil, May 2020
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- Figure 50: Body soap/shower gel with effective action against bad odor
- Sunscreen brands can offer convenience by combining facial and body formulations in one product
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- Figure 51: Skincare products usage frequency – Brazil, May 2020
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- Figure 52: Examples of facial and body sunscreen
- Oil-based facial cleansers can appeal to men who wear male makeup
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- Figure 53: Skincare products usage frequency – Brazil, May 2020
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- Figure 54: Oils for deep facial cleansing and makeup removal
Purchasing Influencers
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- Shaving creams developed by doctors stand out in the beard care category
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- Figure 55: Purchasing influencers – Brazil, May 2020
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- Figure 56: Shaving foams recommended by dermatologists
- Brazilians lack body sunscreen options from brands specialized in male care
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- Figure 57: Purchasing influencers, by skincare products used – Brazil, May 2020
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- Figure 58: Examples of male-specific brands with body sunscreen in their portfolio
Concerns about Appearance
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- Body moisturizers with deodorant action can be included in the care routine of men aged 35+
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- Figure 59: Concerns about appearance, by age – Brazil, May 2020
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- Figure 60: Body moisturizers with deodorant action
- Shavers can provide skin benefits, aided by technology
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- Figure 61: Concerns about appearance – Brazil, May 2020
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- Figure 62: Panasonic Lambdash 3 Flute ES-MT21
- Figure 63: Panasonic Lambdash 3 Flute ES-MT21
Interest in Cosmetics
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- Lips hydration gains prominence due to the wearing of face masks
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- Figure 64: Interest in cosmetics – Brazil, May 2020
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- Figure 65: Nivea Brazil campaign
- Figure 66: Shakeup Cosmetics Lip Life to the Full Volumizing & Moisturizing Lip Gel SPF 10 – UK, December 2019
- Male-specific BB creams combine important attributes for AB consumers
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- Figure 67: Interest in cosmetics, by socioeconomic group – Brazil, May 2020
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- Figure 68: Moisturizing balms with UV protection from brands specializing in male care
- Remote work and study increase demand for male makeup
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- Figure 69: Interest in cosmetics, by studying and working status – Brazil, April 2020
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- Figure 70: Products that correct imperfections and offer skin benefits
Attitudes toward Beauty and Personal Care Products
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- Online retailers can engage men by offering recommendations based on their personal data
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- Figure 71: Attitudes toward beauty and personal care products – Brazil, May 2020
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- Figure 72: Natura’s “Scented Quiz”
- Men demonstrate growing interest in skincare products with a preventive approach
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- Figure 73: Attitudes toward beauty and personal care products – Brazil, May 2020
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- Figure 74: Facial skincare products with a preventive approach
Appendix – Abbreviations
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- Abbreviations
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