The growing vanity of Latin American men is moving the male grooming market in the region. More guys are taking care of their skin, hair and body, which is evident in statistics provided by Euromonitor International. During the past five years, sales of men’s grooming products in the region nearly doubled, topping $7.5 billion last year. Brazil is the No. 1 market in Latin America (and the No. 2 market in the world), followed by Mexico and Argentina.
The market is dominated by Procter & Gamble, Unilever and other international companies. Best-selling P&G shaving brands in Latin America include Gillette Prestobarba, in the disposable segment, and Gillette Mach 3, in systems. According to the company, Gillette holds an 81.6% value share of razors and blades in Brazil, followed by Unilever and Natura, respectively, according to Euromonitor.
Although traditional items such as shaving products, deodorants and perfumes are the market leaders, products for hair and skin are growing in demand throughout Latin America. A Unilever survey found that 43% of Brazilian men would like to have their hair in better condition (more shine and softness, less damage), while 35% want stronger hair and 31% want less dandruff. The results of the survey, led Unilever to introduce Dove Men + Care at the end of 2012.
Natura, too, expanded its offerings to give men what they want. New this year to the Natura Men line are ...