Table of Contents
Executive Summary
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- The consumer
- Body odor is Brazilian men’s main concern regarding their appearance
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- Figure 1: Main concerns regarding appearance, Brazil – January 2015
- Few Brazilian men research or read about BPC products and fashion/beauty trends
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- Figure 2: Time spent on BPC activities, Brazil – January 2015
- The most important BPC product benefit for men who worry about their appearance is pleasant scent
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- Figure 3: Interest in BPC product benefits, Brazil – January 2015
- Many male buyers would like to see more promotions and discounts at purchasing channels
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- Figure 4: Attitudes toward purchasing channels, Brazil – January 2015
- What we think
The Market – Issues and Insights
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- What oral hygiene products could appeal to the 46% of men who reported spending more time looking after their teeth?
- Could dermocosmetic BPC products appeal to male consumers?
- How can brands meet the demands of the 81% of men who report having three or more concerns about their appearance?
Trend Application
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- Trend: Prepare for the Worst
- Trend: Life Hacking
- Trend: Make it Mine
Who’s Innovating?
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- Key points
- Few products positioned as ‘anti-hair-loss’ are launched in Brazil
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- Figure 5: Launches of BPC products for men positioned as ‘anti-hair-loss’, by top four countries and Brazil, 2013-May 2015 *
- Launches of multifunctional products for men were low in Brazil in the first five months of 2015
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- Figure 6: Launches of BPC products for men, positioned as multifunctional**, top five countries and Brazil, 2013-15 *
- Brazil stands out from other countries in the launch of BPC products positioned as alcohol-free
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- Figure 7: Launches of BPC products for men positioned as ‘paraben-free’ and ‘alcohol free’, top five countries and Brazil, 2013-May 2015*
The Consumer – Main Concerns Regarding Appearance
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- Key points
- Body odor was one of the most cited concerns by Brazilian men
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- Figure 8: Main concerns regarding appearance, Brazil – January 2015
- While young men are more likely to worry about oily skin, older men tend to worry more about dry skin
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- Figure 9: Main concerns regarding appearance, by age, Brazil – January 2015
- Consumers in the South are more worried about uncontrollable hair, excessive perspiration, and signs of aging
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- Figure 10: Main concerns regarding appearance, by region, Brazil – January 2015
The Consumer – Beauty Treatments
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- Key points
- Few Brazilian men research or read about BPC products and fashion/beauty trends
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- Figure 11: Time spent on BPC activities, Brazil – January 2015
- Many men aged 16-24 are spending more time looking after their hair, removing/shaving body hair, and looking after their skin while in the shower
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- Figure 12: Time spent on selected BPC activities, by young men aged 16-24, Brazil – January 2015
- Consumers in the South-East are buying more BPC products and going to beauty salons more often, compared to men in the North and South
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- Figure 13: Time spent in selected BPC activities, by spending more time, Brazil – January 2015
- Consumers in socioeconomic groups AB are spending more time looking after their skin and hair than other socioeconomic groups
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- Figure 14: Time spent on selected BPC activities, by spending more time, by socioeconomic group, Brazil – January 2015
The Consumer – Interest in BPC Product Benefits
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- Key points
- The most important BPC product benefit for men who worry about their appearance is pleasant scent
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- Figure 15: Interest in BPC product benefits, Brazil – January 2015
- Over-55s are more likely to buy BPC products with natural ingredients and practical packaging
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- Figure 16: Interest in BPC product benefits, by age, Brazil – January 2015
- Southerners tend to look for products containing sunblock, and those in the North-East are interested in products that reduce oiliness of skin
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- Figure 17: Interest in BPC product benefits, by region, Brazil – January 2015
The Consumer – Attitudes toward Purchasing Channels
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- Key points
- Many male consumers would like to see more promotions and discounts at purchasing channels
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- Figure 18: Attitudes toward purchasing channels, Brazil – January 2015
- Consumers aged 25-34 are more likely to look for specialist advice and loyalty cards
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- Figure 19: Attitudes toward purchasing channels, by age, Brazil – January 2015
- Free samples and product testers are appealing mainly to consumers in the South region
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- Figure 20: Attitudes toward purchasing channels, by region, Brazil – January 2015
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