Natura has launched on the afternoon of Friday (01.03) with lunch at the restaurant Tavares, in SP, the new line of shampoos for men of mark, that offer hair care with practicality. Derived from the old Mr. N who made success in the years 1980, Natura man is more contemporary and technology, created to meet a demand for products of daily use.
There are five items (three kinds of shampoo, conditioner and a fixative gel), with products that deal with specific problems such as dandruff and oil, leaving aside the arrest (which prevents breakage of wires more than actual baldness). The conditioners are less profound, since in this segment they do not need to be as efficient. Already part of its portfolio also some products for the face, like the moisturizer 1 5:0 pm and an invigorating facial with control of oil. Are in the plans yet other products, such as folders and finishers shaping ointments. More information on the official website.
Very interesting all the research conducted with Ipsos Research Institute on the segment, which we summarize in the following topics:. The male cosmetic market in Brazil grew by 163% between 2006 and 2011, reaching $ 4 billion/year. Brazilian men consume 12% of all personal care products in the world.
. The Brazil is the world's largest consumer of deodorants, hair products and perfumery and should become the largest consumer market in the world of personal care products in General until 2015.
. The national public suffers from identity defined models, the most solid and real, and feels disoriented and unable to adhere to numerous proposals for identification in the media.
. In recent times, lost the relationship they had with their parents when it comes to personal care habits. The more conservative and inflexible feel censored socially.
. On the other hand, have weight and relevance in fragrances speech.
. The Brazilian women, on the other hand, want a collaborative man, equal to equal, but still macho, provider and protector.
. The Brazilian men feel the exchange of values and the reversal of roles, so if they build seeking to understand and satisfy a multifaceted woman.
. Between the concepts of masculinity that still prevail are fraternity, the circle of men, clubs and beer at the bar with friends. Their conversations favourites: women, cars, money.
. And their most valued attributes (both in professional and in affective field): physical strength, energy, action, conquest, busy Monday, work.
. The new territories, before women, that men have ventured are home, parenting and personal care.
. Cosmetics are nicely segmented into three dimensions: hygiene (cleanliness and order), personal care (health problems and resistance) and beauty (vanity and appearance)
. Are more safe and interested in relation to the use of cosmetics and are more comfortable to explore feminine products before, even if pressed by social media, enforcement of the labour market and women's requirement.
. When it comes to hair, most specifically the considers a frame to the face, although only 80% use specific products for them.
. Women are the most diverse in the care with the wiring, so much so that married men have greater relationship with the category than singles. They learn more with women and thus experience more products.
. However, when we talk about cuts and style, they even have autonomy in decision-making, a habit since adolescence, is maintained by the need of acceptance by fashion, by mirroring the idols and friends, for vanity, by the entry into the labour market or at the beginning of flirt, especially in classes B and C, in the range of 12 to 14 years.
. The majority of respondents declared using unisex products and they say that before the packaging had the face of feminine products, but currently are more neutral.
IG
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