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Men's Attitudes to BPC - Brazil - May 2018

OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY
Challenges
Virtual and augmented reality can improve sales experience
Brands need to rethink the communication of hair regrowth products
Figure 1: Products used (hair regrowth products), by age, April 2018
Barbershops can invest in videos to attract men who shave at home
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
Figure 3: Products used, by selected products, April 2018
Antiperspirants can innovate in terms of technology and format
Figure 4: Interest in innovations, April 2018
Social media can “humanize” brands and bring them closer to consumers
Figure 5: Attitudes toward social media, April 2018
What we think
THE MARKET – WHAT YOU NEED TO KNOW
Economic recession may have created opportunities for the sector
There are opportunities for physical and online retail stores
MARKET DRIVERS
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
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
Philips promotes travel competition to the Netherlands
Natura launches a film to show its new Natura Homem line
Figure 6: Natura Homem campaign, July 2017
Kaiak Aero highlights Natura’s new positioning
Figure 7: Kaiak Aero campaign, January 2018
Gillette makes a parody of its own ad
Figure 8: Gillette campaign, November 2017
Gillette launches a product that is not a razor
Figure 9: Gillette campaign, April 2018
Malbec Gold brings unique technology
Figure 10: Malbec Gold campaign, October 2017
Bozzano launches three deodorants inspired by the Justice League
Figure 11: Bozzano campaign, October 2017
Nivea Men partners with Paris Saint-Germain
Figure 12: Nivea Men campaign, April 2018
Old Spice launches another ad with Terry Crews
Figure 13: Old Spice campaign, March 2018
Rexona launches deodorant inspired by the World Cup
Figure 14: Rexona campaign, March 2018
Clear’s action on YouTube is seen 3 million times in 24 hours
Figure 15: Clear campaign, February 2018
Bic makes a campaign to show the difficulties when shaving
Figure 16: Bic campaign, June 2017
WHO’S INNOVATING?
Fragrances can provide emotional benefits to consumers
Figure 17: Global launches of BPC products with "essential oils," January 2016-April 2018
Shampoos and conditioners with sun protection can attract men
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
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
Deodorants can innovate with both male and unisex products
Figure 19: Products used, by selected products, April 2018
Premium perfumes can explore campaigns among friends and family
Figure 20: Products used (fragrance), by socioeconomic group, April 2018
Brands should rethink the communication of hair regrowth products
Figure 21: Products used (hair regrowth products), by age, April 2018
FREQUENCY OF FACIAL HAIR SHAVE 
Men seek sustainable practices when shaving
Figure 22: Frequency of facial hair shave, April 2018
Employed men shave more often than those unemployed
Figure 23: Frequency of facial hair shave, by working status, April 2018
SHAVE LOCATION 
Barbershops can invest in videos to attract men who shave at home
Figure 24: Shave location, April 2018
Brands can appeal to consumers with actions in public places
Figure 25: Shave location (by myself at home), by attitudes toward beauty, April 2018
Razors can offer extra benefits
Figure 26: Shave location (by myself at home), by interest in innovations, April 2018
FACIAL HAIR PRODUCT USAGE
Brands and retailers need to stimulate consumption
Figure 27: Facial hair product usage, April 2018
Influencers are important to encourage consumption
Figure 28: Facial hair product usage, by selected products and attitude toward beauty, April 2018
INTEREST IN INNOVATIONS
Antiperspirants can innovate in terms of technology and format
Figure 29: Interest in innovations, April 2018
Coloring products need to provide other benefits to consumers
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
Figure 31: Interest in innovations, by facial wipes for men and selected facial hair products, April 2018
ATTITUDES TOWARD SOCIAL MEDIA
Social media can “humanize” brands and bring them closer to consumers
Figure 32: Attitudes toward social media, April 2018
Chatbots focused on BPC should invest in “young” communication
Figure 33: Attitudes toward social media, by selected attitude and age, April 2018
ATTITUDES TOWARD BEAUTY
There is a lack of male-specific body hair removal products
Figure 34: Attitudes toward beauty, April 2018
Brands can create products and services for men and their sons
Figure 35: Attitudes toward beauty, by children at home, April 2018
Direct sales brands can appeal to AB consumers
Figure 36: Attitudes toward beauty, by selected attitude and socioeconomic group, April 2018
APPENDIX – ABBREVIATIONS
Abbreviations

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