Increases the interest in cosmetics for men

The men, increasingly vain, arouse the attention of the cosmetic industries. According to the Brazilian Association of personal hygiene, perfumery and cosmetics (Abihpec), the sale of male products represents almost 11% of total consumption of toiletries, perfumery and cosmetics (HPPC). In the last five years, this volume has doubled in size, logging, in 2014, revenues of 11.1 billion R$.
The Cosmetic treatment, Adcos with six units in the Capital, confirmed that the men are more present in stores. According to the master franchisee, War Child, currently 15% of customers are male. When he began working with the brand, about 11 years, the participation of men was much smaller, because they corresponded to only 3% of the clientele.
"Society is changing, what makes men engage more with the aesthetics," says War Son. He points out yet another advantage of this audience. "They usually are more practical and therefore when they experience a product that brings the expected results, the trend is that he becomes a loyal customer," explains.
The master franchisee notes that, although the average ticket spent by this group is, on average, 20% less than the value paid for them, he says that the men demand a more objective. So the company hired male vendors to enhance the operations team. The Adcos has a line exclusively dedicated to the male need, but War Son stresses that they use products from other lines, especially the skin care items.
On Kapeh cosmetics, based in Três Pontas, in the triangle, the men also gain more importance. According to founder and President, Vanessa Vilela, the increase in their interest by grooming can be measured by relevance of holidays. "Traditionally, Christmas is the best date for the company, followed by the mother's day and father's day. But, we realized that the distance between these last two celebrations are smaller every year, "he says.
She remembers that the male products of Kapeh were created in 2011 and, at first, were only three items. Today, however, already are 13 products, and the most sought after are the multifunctional shampoos-used for beard, mustache and hair, followed by deodorant, shaving cream and moisturizer. The manager reveals that strong demand was responsible for driving greater diversification of the line.
Interest-Vanessa Vel also believes that the coffee, the main raw material, helps increase the interest. "Men tend to be more interested in coffee, but of course that wouldn't be enough if society wasn't breaking paradigms," he adds. Without providing data, the manager reveals that the average ticket paid for them exceeds the amount spent for them.
One of the distributors of mining Bio Extratus brand in Minas Gerais, the Sanchez Trade Lee, responsible for supplying more than 1,000 points of sale in the State, also underscores the importance of the male audience for business, although are still few options directed to them. Among the 186 items that make up the mix, only three are of use exclusively masculine. "The men represent 1.24% of our revenues, which, proportionately, it's very relevant," says Marketing Coordinator, Barbara Sanchez Lee.