Male vanity is now a habit

by Dilnara Titara

Much more than the beard, hair and mustache. What was once considered taboo is now a sign of virility and selfcare. Vanity is already a common subject among men. The market for hair clippers and shavers grew 8.5% in volume and 30% in revenue in January and February 2021, compared to the same period in 2020 – according to data from research firm GfK.

The willingness of the male audience to take care of themselves, aiming at a more attractive appearance, and the practicality of doing this on a daily basis have greatly contributed to the growth of the market in recent years, highlights Moisés Botelho, Agratto’s marketing manager. “More and more, men want to have a well-groomed beard and hair and keep products at home updated.”

The market has discovered that men, currently, have a new look in relation to body care and their self-image, comments Carlos Eduardo Klinke, commercial director at Lenoxx. “Men nowadays understand the importance of a good appearance and that a good image generates positive impressions amongst their social circle, which goes beyond only hygiene.”

New habits

Several factors have been strongly changing the trend in this product segment. “Just recently, the need to DIY ‘do it yourself’, due to the pandemic, and even the adoption of the most varied hair and beard styles have caused the market to transform and became of interest to retailers and specialized stores”, says Marcelo Perin, commercial and marketing director at GA.MA Italy.

Fashion is cyclical, and reinvent itself at every historic moment, says Adrilles Carvalho, marketing director at Philips Brasil. “In the past few decades, we have seen an explosion of different beards. This means that men are much more comfortable trying on new styles. Social isolation did not interrupt care for beards and hair, in order maintain one’s self-esteem in difficult times.”

Brazilians, in general, are very much concerned with aesthetics and personal care, if compared with the average consumer – as shown by studies. “According to a survey prepared by Nielsen, between March and April 2020, there was a 45% growth in purchases of depilatory devices, as people started to do care for themselves at home, contributing to the growth in demand”, says Francine Quintanilha, senior analyst at Panasonic products.

Functional products

The demand for ergonomic products that are easy to use and that are more efficient increases, says Cristiane Clausen, director-general of Philco. “This market has grown with the pandemic. Men are increasingly looking for products to take care of themselves in their own home. The clippers and shavers are multifunctional, easy to use, and have greater durability and without damaging the skin.”

Increasingly, concern for beauty and well-being marks the lives of men today. “They are constantly looking for products for beard and hair care, moving this segment in a very interesting way. We project great growth for the male personal care line”, says Adriana Gimenes, product marketing manager at Mondial Eletrodomésticos.

The barber shops were closed for most of 2020 and, in part this year strengthened the personal care trade, and everything points to good results on Father’s Day, which represents 15% of annual sales of clippers and shavers. “In 2020, they were 20% higher than in 2019, which shows that the category has been consolidating itself as a great gift option for the date”, says Adrilles Carvalho, marketing director at Philips.

Check below out for cool retail products.

AGRATTO

The brand has two models in the Vizzo line. The Vizzo 7-in-1 hair clipper is bivolt and cordless. It has six cutting functions and ten accessories: five cutting tips, a cutting regulator, a charger, a double comb, lubricating oil and a charging base to support the items in the kit.

“More and more, men want to have a well-groomed beard and hair and keep products at home updated.”

Light and ergonomic, the Vizzo hair clipper has a high precision stainless-steel blade, greater durability, blade height adjustment lever, four adjustment combs and a hanging handle, which makes it easier to use. It also has a cleaning kit, consisting of comb, scissors, brush, and lubricating oil. It is available in 127 V and 220 V options.

Vizzo hair clipper- Suggested price as of April 5, 2021: R$ 69,90.

Vizzo 7-in-1 hair clipper – Suggested price as of April 5, 2021: R$ 179,90.

GA.MA ITALY

It highlights the GSH887 Sport W&D shaver, versatile and precise, with Wet&Dry technology, which allows the use of the product in the shower or in the bathtub. It also has the Double Track System technologies, two cutting rings on each blade, and PrecisionCut, with 0.1 mm thick blades. It is accompanied by a lithium battery. Charging is via USB.

“The need to DIY ‘do it yourself’ and even the adoption of the most varied hair and beard styles have caused the market to transform and became of interest to retailers”  

For haircut and finishing, the brand has GM Master clipper, suitable for all types of hair. It has a magnetic motor, stainless steel blades and four guide combs of different heights, allowing different cuts. The product comes with scissors, a hair comb, a cleaning brush and lubricating oil.

GM Master clipper – Suggested price as of April 12, 2021: R$ 119,90.

GSH887 Sport W&D shaver – Suggested price as of April 12, 2021: R$ 269,90.

LENOXX

One of the brand’s criterion is to offer products that are accessible to consumers and that warrants good usability. For Father’s Day, it offers products from the Barber line, such as the Max Stile hair clipper (PCM775), which has a precise cut and stainless-steel blade. Ergonomic, it is easy to use and comes with eight accessories.

“Men nowadays understand the importance of a good appearance and that a good image generates positive impressions amongst their social circle, which goes beyond only hygiene.”

Another option is the New Groom hair clipper (PAP743), a three-in-one product. It is a microbarber, hair clipper for the face and body hair trimmer. With a special design, it is easy to sanitize and comes with eight accessories. It has a rechargeable battery.

Max Stile hair clipper (PCM775) – Suggested price as of April 12, 2021: R$ 99,90.

New Groom hair clipper (PAP743) – Suggested price as of April 12, 2021: R$169,90.

MONDIAL ELETRODOMÉSTICOS

One of its highlights is the Super 11 BG-05 hair trimmer, which has 11 accessories, comb with adjustment up to 16 levels in height, beard and mustache trimmer and hair trimmer for nose and ear. Comes with five cutting combs and a precision trimmer. It can be used with a plug cable during charging and has a battery life up to 90 minutes.

“This market has grown with the pandemic. Men are increasingly looking for products to take care of themselves in their own home”

Another highlight is the NBE-01 shaver, which has three double blades for a precise cut. Comes with cleaning brush, protective cover, case and charger. It also has a sideburn trimmer and a hair collecting chamber. The product has a rechargeable battery and is bivolt.

Classic NBE-01 shaver – Suggested price as of April 12, 2021: R$ 154,90.

Super 11 BG-05 hair trimmer – Suggested price as of April 12, 2021: R$ 199,90.

PANASONIC

The most prominent model of the company, at the moment, is the GK80 V-Razor body trimmer. The device has five levels of comb adjustment and anatomical shape, which allows it to move and multiple directions. Due to its V-shaped design, it can be used in places of difficult access, such as armpits, intimate and curved areas, painlessly removing body hair.

“In 2020 there was a 45% growth in purchases of depilatory devices, as people started to do care for themselves at home”

The V-Razor has blades with narrow ends and intervals, as well as accessories for each region of the body. Practical and safe, it is water resistant and can be used during the bath. The device works with a rechargeable battery. Its design has received worldwide awards from the IF Design Award and the Red Dot Design.

GK80 V-Razor body trimmer – Suggested price as of April 23, 2021: R$ 769,00.

PHILCO

Philco offers for Father’s Day the EasyBlade line, consisting of two trimmers and a shaver. The PAP06VD and PAP0505LR Plus trimmers have a blade that makes the cut close to the skin, five different heads for greater versatility and a super powerful battery, up to 120 minutes of use.

“This market has grown with the pandemic. Men are increasingly looking for products to take care of themselves in their own home.

With 14 functions, the PBA06PV shaver is another option for the date. Comes with four cutting accessories: shaver, trimmer, body trimmer and nose and ear trimmer. Practical and versatile, the device can be used on dry, damp or wet skin.

EasyBlade Plus PAP06VD – Suggested price as of April 16, 2021: R$ 279,90.

EasyBlade 14 and 1 PBA06PV shavers – Suggested price as of April 16, 2021: R$ 464,90.

PHILIPS

In 2021, it launched the shavers’ line Series 5000, with Philips SkinIQ technology, which recognizes the density of the hair, adapts the rotation speed of the blades and allows fewer shaving movements and more comfort. Its highlight is the Philips 7-in-1 multifunctional trimmer MG3721, which has seven washable accessories for trimming and shaving the beard and hair, self-sharpening blades and capacity for up to 60 minutes of cordless operation.

“Men are much more comfortable trying on new styles.”

Another model, the Philips OneBlade QP2521 is indicated for trimming, contouring and shaving any length of hair. The OneBlade blade moves 200 times per second and has a durability of up to four months. The device, which is waterproof, has two combs of 1 mm and 2 mm and has a capacity of up to 60 minutes of cordless operation.

Philips OneBlade QP2521/10 – Suggested price as of April 15, 2021: R$ 249,90.

Philips 7-in-1 multifunctional trimmer MG3721/77 – Suggested price as of April 15, 2021: R$ 229,90.

Eletrolar News Magazine 142
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