It seems that many Brazilian men don’t want to be very bold and prefer to stick to more conservative preferences regarding perfume choices.. A new research by Mintel reveals that three in four (76%) men use male specific fragrances. Moreover, deodorants stand out when it comes to products specifically designed for men – 71% of consumers use male-specific deodorants, compared to one in three (31%) who use unisex deodorants.

On the contrary, they show that they don’t mind to cross gender boundaries when it comes to shampoo/conditioner and body cleansing products. According to the survey, 58% of men use unisex shampoo/conditioner compared to 42% of men who use male-specific shampoo/conditioner, while 56% of men use unisex body cleansing products compared to one third (32%) of men who use male-specific body cleansing products.


Kaia Naturals The Takesumi Detox Charcoal Underarm Detox Kit, EUA, January 2018 Release

“There are many opportunities for deodorants in Brazil. Brands could develop, for example, deodorants that can be used by both men and women, adding value to the brand and appealing to consumers who see these products as unisex. Ingredients that may attract men, such as charcoal, could be explored as well. Charcoal is being used especially in facial cosmetics, as it offers benefits such as removing impurities, combating oiliness, and protecting against pollution. On the other hand, brands that want to continue developing specific deodorants for men can innovate by launching line extensions. Brands that contain shampoos, soaps, and other men’s products can, for example, launch deodorants with the same fragrance,” said Juliana Martins, senior Beauty and Personal Care analyst, at Mintel.


Schmidt’s Charcoal + Magnesium Mineral Enriched Natural Deodorant, Germany, June 2017

Despite recent trend among men of growing a beard or a mustache, Brazilian men still prefer to look after themselves at home. Mintel research reveals that only 5% of consumers shave/trim their beard and/or mustache at a salon/barber, while 94% do it by themselves at home. Furthermore, when it comes to frequency, Mintel research shows that most men shave at least once a week. According to the survey, one in three (35%) shave 2-6 times a week, one in three (35%) once a week and 15% less than once a week. Only 9% of men say that they shave daily.

Although typically grooming at home, over half (57%) of Brazilian men don’t use any beard and/or mustache products. And out of the products used by male consumers, beard/moustache cleanser, 21%, and beard/moustache balm, also with 21%, were the top choices.

“It’s a matter of educating consumers. Men don’t know which product suits their skin best, which may explain why many men don’t use any facial hair products. In Hungary, for example, a local brand has tried to solve this problem by developing five shaving products for men and labeling them with numbers in the order they should be used. According to the brand, the goal is to facilitate the consumers’ beauty routine,” explained Martins.

Brands: Personality and Purpose

The Brazilian male consumer seems to give importance to what he reads or listen on online networks as one in four (23%) of them follow beauty brands they like on social media such as Facebook and Instagram. This behaviour goes in accordance with Mintel’s Campaign Capital Trend, which says that simply selling a great beauty product will no longer be enough, so brands must have personality and purpose that align with consumers own beliefs in order to win them over. Another hint of social media influence is the fact that 38% of men say that “I read/watch online products review on the internet, such as blogs and YouTube videos, prior to purchasing”.

“Brands could use social media to get more “human” and appeal to consumers that share their values and ideas. A well known brand in the United States, for example, has gained followers thanks to its digital strategy. They use Instagram to publish product launches and, more importantly, share content generated by customers such as photos and comments. This positioning has been a good strategy to generate online engagement,” concluded Martins.