The demand for masculine perfumes grows in Brazil and woody fragrances are the favorite among consumers

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Perfumes ranked second on the Father’s Day gift list, behind only clothes, according to CNDL.

That men are becoming vainer with time is no longer a novelty, which is why the commerce of cosmetic and aesthetic products for this public continues to grow.

In 2022, for example, the beauty industry increased 6.5% in the first quarter, compared to the same period in 2021, according to data from the Brazilian Association of the Personal Hygiene, Perfumery, and Cosmetics Industry (ABIHPEC). The perfumery segments stand out, with an increase of 8.9%, cosmetics (3.6%), and personal hygiene (3.5%).

Marketing and Communications Manager of Fine Fragrance at Takasago Brasil, Carolina Celli

In August, with Father’s Day, this demand increased. According to a survey by the National Confederation of Shopkeepers (CNDL), perfumes were in the second position on the gift list, behind only clothes. Furthermore, according to GQ Brasil, with data from Google, the search for men’s perfumes grew 3,900% on Black Friday 2021.

According to Takasago, one of the five most prominent fragrance and aroma companies in the world (operating in 27 countries, including Brazil), there are some favorite “smells” among men, despite there being no explicit rules on fragrance construction. According to the Japanese multinational, the market has developed in a way in which floral structures and more balsamic, sweet, and fruity notes have always been aimed at the female audience. In contrast, woody and aromatic notes are more associated with male taste.

Over the years, the market has shaped the three masculine olfactory pillars: fougére, which has several variations in the structure, being more aromatic, marine or citrus, and the traditional woody and ambery ones, especially in recent years, which have become more of course with the success of ‘One Million,’ by Paco Rabanne, in the Brazilian market, which brings more sweetened, balsamic structures, woody fragrances, but with vanilla notes.

Perfume is no longer just an accessory for men (Photo: Freepik)

For the Marketing and Communication manager of Fine Fragrance at Takasago Brasil, Carolina Celli, perfumes go far beyond a “good smell”: they are part of a man’s style. “From the well-groomed businessman to the rugged adventurer, the fragrance is an invisible part of our style and has a powerful effect on how people see and remember you.”

more expenses
According to a survey by the Beauty Plan 2022, consumers are more open to looking for more affordable brands to save money: 59% showed a willingness to switch products. However, on the other hand, there was an increase in the expectation of monthly expenditure per person in 2021. This year, the investment should be around R$ 51 to R$ 200 for more than 60% of the sample.

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That men are becoming vainer as time goes by is no longer a novelty, which is why the trade in cosmetic and aesthetic products for this public continues to grow.

The survey also points out that the favorite places for shopping, in the case of men, are pharmacies, and physical stores (67%), followed by websites specializing in products and cosmetics (54%). In the third position are supermarkets (53%). Finally, in fourth place, specialized physical stores appear (32%).

 

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