If growth is slowing down a bit in Brazil, the beauty sector is the opposite as it keeps getting better and better; and it is also becoming increasingly popular with men. My Little Brasil reveals everything about men’s beauty care in Brazil!
Evolution of the beauty and cosmetic industry in Brazil
According to the Brazilian Cosmetic Association (Abihpec), the sector grew by 10% per year in the 2000s, with more than 40 million Brazilians entering the middle class at the same time. The beauty and cosmeticindustry in Brazil is the 3rd largest in the world, behind the United States and China, representing 10% of the world market.
The 2013 Beauty Fair, the largest convention of beauty products and apparel in Latin America and the second largest in the world according to it’s organizers, had an attendance of approximately 145 000 industry professionals. The amount of commercial transactions exceeded 450 million reais (around 150 million euros) with more than 1000 brands presented.
A new market opening in Brazil: men’s personal care
Men have become the new target of the booming beauty industry in Brazil, where more and more services and products are being offered to them.
Brazil has always been a machismo society where it has normally been frowned upon for men to seek the same amount of personal care as women but this trend is changing. Today, Brazilian men are hardly bothered by this opinion.
For L’Oreal, the world leader in cosmetics, like for many other companies in this industry, this continually growing market is a blessing.
The targeting of men is becoming increasingly evident in publicity, for example Proctor and Gamble, who launched a version for men of it’s famous anti-dandruff shampoo in Brazil last year, chose the very famous Brazilian soccer player Pele to capture the attention of the male customer.
Beauty salons exclusively for men
In the neighborhood Jardins in São Paulo, the beauty salon “Mister Jardins” differs from other salons because it is exclusively for men. In addition to haircuts, men can receive nail and skin care as well as hair removal treatments. Men of all ages and all sexual orientations frequent this beauty salon.
Today, hair removal is becoming a service that more and more men are looking for. The biggest problem is to find professionals that offer these types of beauty treatments for men.