Special Edition: LATAM Male Grooming

Mintel research highlights three key trends in LATAM men’s grooming market

By Simon Pitman contact

- Last updated on GMT

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Getty Images

Related tags: Male grooming category, Male grooming market, Male grooming products, Brazil, Latin america

The men’s grooming market in the Latin American market appears to be waking from a deep slumber, as younger Latinos start to take more interest in their appearance and personal care.

Cosmetics Design spoke to Mintel associate director of beauty and personal care Andrew McDougall to find out more about how men are on the look out for brands that meet increasing awareness about sustainability and lifestyle choices that are tied to making grooming regimes convenient.

Going deeper, Andrew believes that there are three key trends that are defining the men’s grooming market throughout the South American market right now, and they are:

  • Simplifying and Customizing
  • Naturalness and sustainability
  • Aligning with lifestyle themes

All of these trends reflect growing socioeconomic trends that are permeating the mindset of Latino males, particularly those in the Millennial- and Z-Generation groups.

Andrew shares the Mintel team’s research into these three individual elements that are driving the men’s grooming trend worldwide and how they are specifically impacting Latin America in the comments below:

Simplify men's grooming and offer bespoke products

Andrew McDougall, associate director of BPC at Mintel

Brands can do more to simplify men's grooming routines with multiple benefit formulas and format innovation such as mess-free and portable sticks or lightweight powders. They can also be inspired by a raft of all-in-one innovations in Asia; as well as offering more personalized products for men's particular needs/skin types – demand exists in this area but new product development is niche.

Brands are also starting to better advertise convenience, with claims such as ease-of-use and long-lasting on the rise in the Latin America.

As an example of this, in Latin America, Old Spice 'DuraScent' deo uses a tongue-in-cheek ad to denote durability. The product is designed to deliver a long-lasting and slow-releasing scent during the whole day.

Other products also offer multiple benefits to simplify the grooming routine - Sergio Paris 4x1 Beer Shampoo can be used as a shampoo, conditioner, shaving foam or as a liquid body soap. Another example is Felps Men Poker Beard, Hair and Body Perfume, which is a hybrid fragrance and hair/beard care line.

Market naturalness/sustainability

Natural and eco/ethical claims have largely remained static in the men’s grooming market, despite interest and media attention in these areas. Brands can be more disruptive with waste-limiting refill and upcycled concepts, solid formats that minimize the use of water or plastic packaging, more ethical vegan formulas, and 'clean beauty' messaging.

Natural and eco/ethical claims have remained largely flat in the men's grooming market overall, despite notable consumer interest and media attention in these areas – Eco-friendly product, Botanical, Eco-friendly packaging, Vegan and Organic claims have all remained flat in men’s grooming launches in Latin America over the last five years.

Align with trending themes such as wellness, inclusivity

Companies should take heed of the increased spotlight on men's health/wellness – link with men's mental health charities, aim messaging to de-stigmatize mental health issues, and use stress-relieving adaptogens. Be mindful of changing gender norms and tap into 'inclusivity' trends, better targeting Black men, the LGBTQ community, and the genderless.

In Brazil, 37% of men agree taking better care of their emotional health is a main concern in the next year. Brands can collaborate with men's mental health charities; use trending stress-relieving adaptogens, and healthy microbiome-friendly probiotics.

Beard and barbershop themes also drive new product development in Latin America but are slowing. They can however help boost men's engagement with haircare and skincare segments. Brands that launch comprehensive beard care collections to include shampoo, balms and colognes can help with experimentation and trial of different products.

Of note is the Just for Men hair dye brand, which has moved further into beard care with Best Beard Ever (launched in LATAM), a range with soothing oatmeal, Aloe, camomile and jojoba oil (all except the oil). Includes face & beard wash, beard conditioner, beard balm and beard oil.

The Flora Pura Brazilian brand of natural products launched a dedicated men's range, Cabra Arretado, which is an expression used to indicate a 'great guy', and is dedicated to care for beard, moustache and hair. It includes shampoo, conditioner, cologne and oil.

Meanwhile, beard care products that care for and bring extra benefits into play can tap into demands for simpler grooming routines. DiColore Profissional Barboterapia Extreme 4 x 4 Beard and Hair Anti-Hair Loss Hair Tonic nourishes and prevents hair loss. Proraso Mint & Rosemary Beard Exfoliating Paste cleanses, nourishes and exfoliates skin underneath beard.

In the future, while male-specific grooming products will continue to appeal, brands need to be mindful of changing gender norms and a shift away from stereotypical masculinity themes in marketing/advertising.

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