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Brazil Men's Attitudes to BPC Market Report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Men's Attitudes to BPC market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry and how fast are its rates of growth? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Definition

This Report investigates men’s attitudes toward BPC (beauty and personal care) products in Brazil and it does not include market data.

The consumer research was conducted online by Lightspeed/ Mintel in April 2018 and was answered by 750 men aged 16+ (see Methodology). Detailed demographics can be found in the Databook.

The products included in the consumer section are:

  • Deodorant/antiperspirant
  • Shampoo and/or conditioner
  • Body cleansing products
  • Body moisturizer
  • Sunscreen/sun protection
  • Facial moisturizer
  • Hairstyling products
  • Hair color products
  • Hair regrowth products
  • Fragrances
  • Facial cleansing products
  • Male-specific products
  • Beard/mustache moisturizer/balm
  • Beard/mustache shampoo and/or conditioner
  • Beard/mustache oil
  • Beard/mustache wax
  • Beard/mustache cleanser
  • Makeup for men
  • Customizable grooming products
  • Body care products that prolong the effects of exercise
  • Antiperspirant body care products (ie sweat control)
  • Scents or fragrances that help me relax
  • Shampoo that gradually reduces gray hair with each wash
  • Hair suncare products
  • Daily use products to avoid ingrown hair
  • Facial wipes for men

Expert analysis from a specialist in the field

Written by Juliana Martins, a leading analyst in the Beauty & Personal Care sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

The BPC products for men have some challenges to overcome. It’s more common to see men with a beard and mustache nowadays, for example, but most of them still do not use any facial hair product. In addition, barbershops need to find creative ways to attract these consumers, as the majority still shave and trim their beard and mustache at home on their own. Brands have the opportunity to partner with barbershops and develop products that make men’s life less complicated. Juliana Martins
Beauty & Personal Care Specialist

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Table of contents

  1. 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