2020
0
Men’s Attitudes toward Beauty and Personal Care: Incl Impact of COVID-19 – Brazil – August 2020
2021-01-13T03:01:00+00:00
OX990182
3265
131151
[{"name":"Beauty and Personal Care","url":"https:\/\/store.mintel.com\/industries\/beauty-personal-care"}]
Report
en_GB
“Brazilian men have a simple beauty and personal care routine, and have an interest in products that offer clinically proven benefits. Due to the COVID-19 pandemic, male consumers have adopted…

Men’s Attitudes toward Beauty and Personal Care: Incl Impact of COVID-19 – Brazil – August 2020

£ 3,265 (Excl.Tax)

Report Summary

“Brazilian men have a simple beauty and personal care routine, and have an interest in products that offer clinically proven benefits. Due to the COVID-19 pandemic, male consumers have adopted a more moderate usage habit, as their financial situation has been impacted by the economic recession. Male-specific cosmetics that offer beauty and personal care benefits could be explored beyond the makeup concept to attract more consumers.”
– Amanda Caridad, Beauty & Personal Care Senior Analyst

This Report looks at the following areas:

  • The impact of COVID-19 on men’s attitudes toward beauty and personal care.
  • Brazilian men’s habits, behaviors, attitudes and perceptions.
  • Usage of products by and analysis of different demographic groups.
  • Men’s interest in cosmetics and examples from other countries that could be applied in Brazil.
  • Product innovations during and after the pandemic.

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Definition
        • Executive Summary

            • Market overview
              • The impact of COVID-19 on beauty and personal care products for men
                • Figure 1: Expected impact of COVID-19 on beauty and personal care products for men, in the short, medium and longer term, August 2020
              • The impact so far
                • Men adopt a simpler beauty routine, but health care remains important
                  • Impacted by the economic downturn, men are more sensitive to price
                    • Short and medium term (2 years)
                      • Wearing of face masks brings new facial skincare demands
                        • Figure 2: Face masks with soothing and revitalizing properties
                      • Products that offer holistic benefits can help men cope with stress
                        • Figure 3: Products that offer wellbeing and self-care experiences
                      • Long term (2-5 years)
                        • Clinically proven benefits drive men’s purchase decision
                          • Figure 4: Brands that offer clinically proven and male-specific formulas
                        • Challenges
                          • 2-in-1 shampoo and conditioner could offer benefits from root to tip
                            • Beard care segment has the challenge of engaging consumers during social isolation
                              • DE male consumers demand more affordable haircare products
                                • Opportunities
                                  • Hair masks can appeal to men who suffer from hair loss and dandruff
                                    • Body soaps can offer prolonged deodorant action
                                      • Wearing of face masks increases the need for lip moisturizers
                                        • What we think
                                        • Market Drivers

                                          • High unemployment may impact purchases of beauty and personal care products
                                            • Wellbeing is an attribute that can be explored by male-specific products
                                              • Online sales can boom in the short and medium term
                                              • Key Players – What You Need to Know

                                                • Brands invite men to reflect on diversity and representativeness
                                                  • Cosmetic brands innovate by discussing masculinity and gender issues
                                                    • Dr. Jones grows after digital strategy, while War Paint gains consumers with its exclusive makeup range
                                                    • Marketing Campaigns

                                                      • L’Occitane au Brésil campaign focuses on the relationship between fathers and sons
                                                        • Figure 5: L’Occitane au Brésil presents its Cumaru fragrances for Father’s Day – Brazil, August 2020
                                                        • Figure 6: Drag Queen Penelopy Jean talks about the relationship with his father – Brazil, August 2020
                                                      • Gillette repositions in Latin America, expanding the concept of masculinity
                                                        • Figure 7: Gillette Brazil campaign – Brazil, June 2020
                                                        • Figure 8: Babu Santana celebrates Father’s Day with Gillette – Brazil, August 2020
                                                      • Natura Father’s Day campaign resonates on the stock exchange
                                                        • Figure 9: Thammy Miranda was one of the fathers invited by Natura – Brazil, July 2020
                                                        • Figure 10: Natura Father’s campaign – Brazil, July 2020
                                                      • Boticário celebrates parents who reinvented themselves during the pandemic
                                                        • Figure 11: Boticário campaign – Brazil, July 2020
                                                      • Nivea launches a campaign to celebrate the LGBTQIA+ Pride
                                                        • Figure 12: Nivea Brazil campaign – Brazil, June 2020
                                                        • Figure 13: Nivea hires first trans influencer – Brazil, July 2020
                                                      • Natura invites men to appreciate their roots
                                                        • Figure 14: Natura Essential range
                                                        • Figure 15: Natura’s campaign – Brazil, March 2020
                                                        • Figure 16: Natura’s campaign – Brazil, March 2020
                                                      • Dr. Jones enters the razors segment with the acquisition of Home Shave Club
                                                        • Figure 17: Dr. Jones shaving kit now includes The Razor – Brazil, November 2019
                                                    • Who’s Innovating?

                                                      • Male makeup emerges as a new way of changing the concept of masculinity
                                                        • Figure 18: Total launches of male makeup, by top five countries – 2018-20
                                                        • Figure 19: Facial makeup for men
                                                        • Figure 20: Boy de Chanel
                                                        • Figure 21: Shakeup Cosmetics and Stryx
                                                      • Genderless cosmetics have potential to be explored in Brazil
                                                        • Figure 22: Total launches of genderless beauty and personal care products, by top five regions – 2018-20
                                                        • Figure 23: Boticário and Natura use the genderless concept in their fragrances
                                                        • Figure 24: Simple Organic and Sallve are examples of Brazilian brands that offer genderless skincare products
                                                        • Figure 25: Jecca Blac and We Are Fluide focus on diversity to promote genderless makeup
                                                    • Case Studies

                                                      • Dr. Jones grows 35% thanks to digital strategy
                                                        • Figure 26: Dr. Jones offers a complete portfolio of skincare products for men
                                                      • War Paint stands out in the UK with its line of male makeup
                                                        • Figure 27: War Paint story
                                                        • Figure 28: War Paint offers a complete line of makeup for men
                                                    • The Consumer – What You Need to Know

                                                      • Customized solutions for acne-prone skin and shampoos with relaxing properties appeal to Brazilians
                                                        • Men are main target for scalp treatment and demonstrate interest in ethical styling products
                                                          • Face masks and social media ads can be used as strategies to appeal to men who use facial care products
                                                            • Clinical efficacy can boost usage of anti-hair loss conditioners
                                                              • Facial and body sunscreens and oil-based facial soap offer convenience to skincare routine
                                                                • Men are more likely to feel encouraged to buy products approved by doctors or from male-specific brands
                                                                  • Long-lasting skin benefits attract men who use body moisturizers and beard products
                                                                    • BB creams and male makeup can be explored in Brazil
                                                                      • Men have an interest in digital technologies for product recommendation and solutions to prevent skin damage
                                                                      • Purchase Responsibility

                                                                        • Responsible for purchasing their products, men aged 16-24 can be attracted by acne and oily skin solutions
                                                                          • Figure 29: Purchase responsibility, by age – Brazil, May 2020
                                                                          • Figure 30: Facial products that combat oiliness and acne
                                                                        • Shampoos with relaxing and beautifying properties can attract couples who share these products
                                                                          • Figure 31: Purchase responsibility, by haircare products used – Brazil, May 2020
                                                                          • Figure 32: Shampoos that provide functional and wellbeing benefits
                                                                      • Haircare Products Used

                                                                        • Anti-dandruff and anti-hair loss treatments can boost sales of hair masks among men aged 16-34
                                                                          • Figure 33: Haircare products used, by age group – Brazil, May 2020
                                                                          • Figure 34: Hair masks that fight dandruff and hair loss
                                                                        • 2-in-1 shampoo and conditioner can combine practicality and benefits to hair and scalp
                                                                          • Figure 35: Haircare products used – Brazil, May 2020
                                                                          • Figure 36: 2-in-1 shampoo and conditioner that clean and moisturize
                                                                        • Men have an interest in hair styling products with ethical and eco-friendly positioning
                                                                          • Figure 37: Haircare products used, by attitudes toward beauty and personal care products – Brazil, May 2020
                                                                          • Figure 38: Styling gel with ethical and sustainable positioning
                                                                      • Skincare Products Used

                                                                        • Brands are challenged to keep consumers engaged with beard care during social isolation
                                                                          • Figure 39: Skincare products used, by age group – Brazil, May 2020
                                                                          • Figure 40: #TapaNoVisuGillette campaign reinforces the importance of maintaining a beard care routine during social isolation
                                                                        • There is an opportunity to explore the use of face masks among men who use facial moisturizer
                                                                          • Figure 41: Skincare products used, by interest in cosmetics – Brazil, May 2020
                                                                          • Figure 42: HETIME face mask
                                                                        • Free samples and social media ads can attract men who use facial cleansers
                                                                          • Figure 43: Skincare products used, by attitudes toward beauty and personal care products – Brazil, May 2020
                                                                          • Figure 44: Foreo action in partnership with Beleza na Web to promote its facial skincare products – Brazil, August 2020
                                                                      • Haircare Products Usage Frequency

                                                                        • Clinical evidence against hair loss may increase use of conditioners
                                                                          • Figure 45: Haircare products usage frequency – Brazil, May 2020
                                                                          • Figure 46: Conditioners for men who suffer from hair loss
                                                                        • Haircare brands have a mission to offer affordable products to DE consumers
                                                                          • Figure 47: Haircare products usage frequency – Brazil, May 2020
                                                                          • Figure 48: Brands can help consumers with affordable solutions
                                                                      • Skincare Products Usage Frequency

                                                                        • Body soaps can offer prolonged deodorant action
                                                                          • Figure 49: Skincare products usage frequency – Brazil, May 2020
                                                                          • Figure 50: Body soap/shower gel with effective action against bad odor
                                                                        • Sunscreen brands can offer convenience by combining facial and body formulations in one product
                                                                          • Figure 51: Skincare products usage frequency – Brazil, May 2020
                                                                          • Figure 52: Examples of facial and body sunscreen
                                                                        • Oil-based facial cleansers can appeal to men who wear male makeup
                                                                          • Figure 53: Skincare products usage frequency – Brazil, May 2020
                                                                          • Figure 54: Oils for deep facial cleansing and makeup removal
                                                                      • Purchasing Influencers

                                                                        • Shaving creams developed by doctors stand out in the beard care category
                                                                          • Figure 55: Purchasing influencers – Brazil, May 2020
                                                                          • Figure 56: Shaving foams recommended by dermatologists
                                                                        • Brazilians lack body sunscreen options from brands specialized in male care
                                                                          • Figure 57: Purchasing influencers, by skincare products used – Brazil, May 2020
                                                                          • Figure 58: Examples of male-specific brands with body sunscreen in their portfolio
                                                                      • Concerns about Appearance

                                                                        • Body moisturizers with deodorant action can be included in the care routine of men aged 35+
                                                                          • Figure 59: Concerns about appearance, by age – Brazil, May 2020
                                                                          • Figure 60: Body moisturizers with deodorant action
                                                                        • Shavers can provide skin benefits, aided by technology
                                                                          • Figure 61: Concerns about appearance – Brazil, May 2020
                                                                          • Figure 62: Panasonic Lambdash 3 Flute ES-MT21
                                                                          • Figure 63: Panasonic Lambdash 3 Flute ES-MT21
                                                                      • Interest in Cosmetics

                                                                        • Lips hydration gains prominence due to the wearing of face masks
                                                                          • Figure 64: Interest in cosmetics – Brazil, May 2020
                                                                          • Figure 65: Nivea Brazil campaign
                                                                          • Figure 66: Shakeup Cosmetics Lip Life to the Full Volumizing & Moisturizing Lip Gel SPF 10 – UK, December 2019
                                                                        • Male-specific BB creams combine important attributes for AB consumers
                                                                          • Figure 67: Interest in cosmetics, by socioeconomic group – Brazil, May 2020
                                                                          • Figure 68: Moisturizing balms with UV protection from brands specializing in male care
                                                                        • Remote work and study increase demand for male makeup
                                                                          • Figure 69: Interest in cosmetics, by studying and working status – Brazil, April 2020
                                                                          • Figure 70: Products that correct imperfections and offer skin benefits
                                                                      • Attitudes toward Beauty and Personal Care Products

                                                                        • Online retailers can engage men by offering recommendations based on their personal data
                                                                          • Figure 71: Attitudes toward beauty and personal care products – Brazil, May 2020
                                                                          • Figure 72: Natura’s “Scented Quiz”
                                                                        • Men demonstrate growing interest in skincare products with a preventive approach
                                                                          • Figure 73: Attitudes toward beauty and personal care products – Brazil, May 2020
                                                                          • Figure 74: Facial skincare products with a preventive approach
                                                                      • Appendix – Abbreviations

                                                                        • Abbreviations

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