Table of Contents
Executive Summary
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- Challenges
- Virtual and augmented reality can improve sales experience
- Brands need to rethink the communication of hair regrowth products
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- Figure 1: Products used (hair regrowth products), by age, April 2018
- Barbershops can invest in videos to attract men who shave at home
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- Figure 2: Shave location, April 2018
- Opportunities
- Participation of men in the labor market can boost sales
- Deodorants can innovate with both male and unisex products
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- Figure 3: Products used, by selected products, April 2018
- Antiperspirants can innovate in terms of technology and format
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- Figure 4: Interest in innovations, April 2018
- Social media can “humanize” brands and bring them closer to consumers
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- Figure 5: Attitudes toward social media, April 2018
- What we think
The Market – What You Need to Know
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- Economic recession may have created opportunities for the sector
- There are opportunities for physical and online retail stores
Market Drivers
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- Participation of men in the labor market can boost sales
- Brands have partnered with barbershops
- The point-of-sale experience can offer virtual and augmented reality
- Several websites have arisen to sell cosmetics for men
- The Southern region is an important industrial pole for cosmetics
Key Players – What You Need to Know
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- Ads aimed at men bring good-humored communications
- Brands can explore innovations such as fragrances that help relax, shampoos with sun protection, and customized cosmetics
Marketing Campaigns and Actions
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- Philips promotes travel competition to the Netherlands
- Natura launches a film to show its new Natura Homem line
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- Figure 6: Natura Homem campaign, July 2017
- Kaiak Aero highlights Natura’s new positioning
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- Figure 7: Kaiak Aero campaign, January 2018
- Gillette makes a parody of its own ad
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- Figure 8: Gillette campaign, November 2017
- Gillette launches a product that is not a razor
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- Figure 9: Gillette campaign, April 2018
- Malbec Gold brings unique technology
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- Figure 10: Malbec Gold campaign, October 2017
- Bozzano launches three deodorants inspired by the Justice League
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- Figure 11: Bozzano campaign, October 2017
- Nivea Men partners with Paris Saint-Germain
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- Figure 12: Nivea Men campaign, April 2018
- Old Spice launches another ad with Terry Crews
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- Figure 13: Old Spice campaign, March 2018
- Rexona launches deodorant inspired by the World Cup
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- Figure 14: Rexona campaign, March 2018
- Clear’s action on YouTube is seen 3 million times in 24 hours
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- Figure 15: Clear campaign, February 2018
- Bic makes a campaign to show the difficulties when shaving
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- Figure 16: Bic campaign, June 2017
Who’s Innovating?
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- Fragrances can provide emotional benefits to consumers
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- Figure 17: Global launches of BPC products with "essential oils," January 2016-April 2018
- Shampoos and conditioners with sun protection can attract men
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- Figure 18: Launches of haircare products for men, by top 5 positioning and UV protection, January 2016-April 2018
- There is a lack of customized products for men
The Consumer – What You Need to Know
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- There are opportunities for the development of new products
- Men may be interested in eco-friendly products
- Many men shave at home but do not use any specific product
- Brands can invest in user guides and bloggers
- There is space for antiperspirants and coloring products for men
- Social media and chatbots are essential to bringing consumers closer
- Opportunities for shaving products and subscription services
Products Used
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- Deodorants can innovate with both male and unisex products
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- Figure 19: Products used, by selected products, April 2018
- Premium perfumes can explore campaigns among friends and family
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- Figure 20: Products used (fragrance), by socioeconomic group, April 2018
- Brands should rethink the communication of hair regrowth products
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- Figure 21: Products used (hair regrowth products), by age, April 2018
Frequency of Facial Hair Shave
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- Men seek sustainable practices when shaving
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- Figure 22: Frequency of facial hair shave, April 2018
- Employed men shave more often than those unemployed
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- Figure 23: Frequency of facial hair shave, by working status, April 2018
Shave Location
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- Barbershops can invest in videos to attract men who shave at home
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- Figure 24: Shave location, April 2018
- Brands can appeal to consumers with actions in public places
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- Figure 25: Shave location (by myself at home), by attitudes toward beauty, April 2018
- Razors can offer extra benefits
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- Figure 26: Shave location (by myself at home), by interest in innovations, April 2018
Facial Hair Product Usage
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- Brands and retailers need to stimulate consumption
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- Figure 27: Facial hair product usage, April 2018
- Influencers are important to encourage consumption
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- Figure 28: Facial hair product usage, by selected products and attitude toward beauty, April 2018
Interest in Innovations
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- Antiperspirants can innovate in terms of technology and format
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- Figure 29: Interest in innovations, April 2018
- Coloring products need to provide other benefits to consumers
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- Figure 30: Interest in innovations (a shampoo that gradually reduces gray hair with each wash), by age, April 2018
- Wet wipes can offer convenience to the facial hair care
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- Figure 31: Interest in innovations, by facial wipes for men and selected facial hair products, April 2018
Attitudes toward Social Media
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- Social media can “humanize” brands and bring them closer to consumers
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- Figure 32: Attitudes toward social media, April 2018
- Chatbots focused on BPC should invest in “young” communication
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- Figure 33: Attitudes toward social media, by selected attitude and age, April 2018
Attitudes toward Beauty
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- There is a lack of male-specific body hair removal products
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- Figure 34: Attitudes toward beauty, April 2018
- Brands can create products and services for men and their sons
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- Figure 35: Attitudes toward beauty, by children at home, April 2018
- Direct sales brands can appeal to AB consumers
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- Figure 36: Attitudes toward beauty, by selected attitude and socioeconomic group, April 2018
Appendix – Abbreviations
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- Abbreviations
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