In 6 years, men increase consumption of health and beauty products on 163%

Between 2006 and 2011, the consumption of specific personal care products for men reached nearly $ 4 billion in Brazil. This represents 12% of the global sales of these products, that is $ 33 billion.
Now, the Country is second only to the United States in consumption of these items. The first place in the ranking will be achieved in 2015, according to consulting firm Euromonitor.
For Tatiana Ponce, Director of Marketing for Brazil, Nivea men overthrew the prejudice he had with beauty products. "That feeling that take care of appearances hurts masculinity doesn't exist anymore," he says. "Man likes to take care, but without much complication."
With this, companies increase their portfolios of health and beauty. Last year, Unilever expanded the portfolio of Dove Men with styling creams, shampoo and conditioner. Already the Nivea has invested in "3:0 pm 1", adding SOAP, shampoo and shaving gel in one product. Axe and Gillette are other brands that invest in the market.