The male cosmetics market has opened new paths in the beauty industry, and has been changing over the past few years. In 2016, according to Factor Kline, the sector achieved sales revenues of US $ 4.5 billion, with a growth rate of over 3% in the last 5 years (2011 to 2016). The positive data are driven by men, increasingly aware of the need for personal care with body and beauty. An example of the rise of the male market is the growth of barbershops, a segment that is in full swing with constant opening of new stores to meet an increasingly demanding consumer.
The growth of this sector has even more optimistic forecasts for a near future. According to Global Industry Analysts Inc, the global male market is expected to double its growth and will worth US $ 43.6 billion by 2020. The four leading companies in this segment are Unilever, Procter & Gamble, Colgate-Palmolive and L’Oréal. Together they represent 50% of the market.
Elaine Gerchon, a project manager at Factor Kline, believes that “the increased purchasing power of new generations, which follow market trends, especially through celebrity, leads to the “notion of self-care “on another level with perfect beards and the men bun (hair style stuck up high in coke). The today man seeks not only the service itself, but a place where he can feel comfortable and valued. ” And the prospect of the executive goes against one of the latest launches in the international market. In January, former soccer player David Beckham announced his own line of male cosmetics, titled House 99, in partnership with L’Oréal. The launch is scheduled for February and initially the products will be distributed only in the UK. However, the power of outreach and influence of the former player is already projecting sales to many consumers around the world.
In the recently launched “Spa, Salon and In-Store Treatments UK 2017 Report,” market research firm Mintel has evaluated trends in beauty care in similar spas, salons and treatment areas in the UK. There was especially among men an upward trend for massages and waxing. According to Mintel, nearly half (47%) of men between the ages of 16 and 24 had treatment at a spa, salon or similar last year, compared with 33% in 2015. Preferred treatments are professional massages or hair removal – 18% facial hair removal or style (2015: 8%) and 17% of body hair removal (2015: 6%).
In the Brazilian male cosmetics market consumers can find several product options for different needs. The quality and delivery of the solutions is only possible with the correct formulation and with innovative actives. Univar, a company specializing in cosmetics raw materials, clarifies that “the expertise of the company that sells the products will make a difference in the choice, it is necessary to deliver what men seek, both benefits and sensory. This audience opts for products with light sensory and multi-proposals “. BASF is launching the dermatological active Speci’Men ™ for the male audience. According to Univar, this is the first active ingredient developed specifically for male skin, which has a higher density of collagen than the female.
The rapid spread of information and purchases over the internet has helped the growth of the male segment in the cosmetics industry. Dr. Jones, a company dedicated exclusivelly for male cosmetics, sold online – and at Sephora, boasts a fully illustrative label listing the key product information such as effect, fixation level and style. Guilherme Campos, founding partner of the company says that this is a detail that makes all the difference in this type of audience. “Men are more objective, so we think that making clear what the product does would be important for us and our customer,” he explains.
The Brazilian brand Barba de Respeito, created in June 2016, also benefited from the popularization of the internet and managed to secure a good part of the income online. “Today, 70% of our sales demand is made by e-commerce and delivered through the distribution center or the post office. The rest, 30%, is made by representatives, such as pharmacies and barber shops, “explains Junior Gripa, Barba de Respeito partner.
The male cosmetics industry started to value beard products from 2013, with the lumber-style boom. Although not ranked first in the segment, the category of beard cosmetics represents a good share of the total sales of male products, with growth of 6% and in Brazil, products to meet the needs of the beard started to offer to greater diversity and technologies.
In importance, beard products are for men just as hair products are for women. The rise of the segment gains strength with the launch of innovative products.
Profuse brand created two solutions to minimize folliculitis, one of the main complaints of the male audience: a soothing moisturizer (Nutrel Smoothing Balm) and a hydrating and anti-inflammatory spray (Profuse Water Dermatology).
In the wake of perfect beard products Barba de Respeito has stabilized itself in the market in a few months and won the loyalty of the male audience, even in the midst of the economic crisis in the country. “The greatest demand product of the brand is Blend, for the growth of beard, the first we launched and its acceptance was great: 12 hours after we communicated about Blend through e-commerce, we already had several requests,” says Junior Gripa . The best sellers of the brand are: deodorants, antiperspirants and fragrances, with a solid growth of 4.5% and US $ 1 billion in sales.
Factor Kline predicts that the evolution of the male cosmetics market will continue, with growth of 3% a year, thanks to a growing public of men spending time and money on products to improve the appearance and the way they feel. The market must continue to receive new brands, but in order for them maintain themselves and grow, it is essential to keep up with the trends of the market as a whole, to innovate, to invest in new technologies to meet and surprise the consumer.
Market trends and behavior will be presented at FCE Cosmetique, sector´s traditional fair for Latin America that will be held from 22 to 25 May 2018, at São Paulo Expo.