Father’s Day – Vanity, economy and practicality

Father’s day is one of the most welcome for the category, it has high seasonality, even ahead of Black Friday and Christmas. For retail it is good business time. “The cutting machine market, according to information from research company GfK, grew 3% from 2017 to 2018, and reached BRL 238 million in revenue. It is a market with very relevant brands that work with very aggressive sales prices,” says the commercial and marketing director of GA.MA Italy, Pablo Abeleira, for whom the biggest motivation to purchase is to bring home the experience of the saloon or barber shop with economy.

Another factor that contributes to strengthening sales is practicality. Many men prefer to take care of their appearance themselves, says Flávia Bertocco di Celio, marketing manager for Newell Brands, owner of the Cadence brand. “The economy factor is also important because saloons aimed at the male public often charge prices that they are not used to spending on personal care and, then, they seek alternatives. Beauty products are seen as quick return investment. It is a steadily rising market and is expected to grow even more in the coming years.”

Vanity is the third factor that motivates the purchase of a hair trimmer, adds Cristiane Clausen, Britannia general director. “Men are becoming more and more vain and careful about their appearance, and the trend of beards has also helped to expand the market for these products. He is a consumer aged between 20 to 40 years, worried about his appearance and that seeks to emphasize his strengths with a well-made beard. The economy is also relevant. When you get such a product, you can get the equivalent of 70% savings.”

Sales

Father’s Day is always very favorable for the category, says the manager of Newell Brands. “At this date, there is a growing demand for products that bring well-being and satisfaction, which improve self-esteem. It is a time that warms the market and brings good sales results. In recent years, in fact, we have seen an increase in sales of beauty products aimed at the male audience.”

Sales increase in this period before the father’s commemorative date, according to Britannia’s general director. “Sales of this line increased 30% last year compared to 2017. And the biggest sales volume is in physical retail.”

Physical stores will do better in marketing these products. “According to GfK, in the year 2018 there was a 7% growth in sales of the traditional channel, which includes physical stores. On the internet, there was a 12% reduction. The great weight of this category are still sales through physical stores,” says the commercial and marketing director of GA.MA Italy.

Destaques do mercado

12 in 1 Multi Groom Hair Trimmer BAPO5PLR – Britannia product can be used on dry or moist skin. It has load time of 8 hours and autonomy of use of 45 minutes. It works with or without wire and is automatic bivolt. It has 6 heads for 6 types of cut and washable steel blades. Comes with accessories support; lubricating oil and comb; combs for cuts in sizes 3, 6, 9 and 12mm for hair; comb for cutting in sizes 2 and 4mm for beard; accessories for precision cutting, for mustache, beard, sideburns and close to the skin; for eyebrows and for nose and ear. Suggested price on 5/2/2019: BRL 159.90.

Multi Trimmer Hair Trimmer GRM101 – Compact and wireless, Cadence’s hair trimmer is 9 in 1. It has a high-performance lithium battery and allows you to shave beards, hair, mustaches, sideburns and trim hair from the nose, ear, eyebrows and body. It has four standard trimmer combs and a comb for agility in cutting and finishing. It has different design with support for all accessories. Suggested price on 4/22/2019: BRL 149.90.

9 in 1 GCX Master Multi-Style – The GA.MA Italy appliance has stainless steel blades and 4 interchangeable heads: hair, beard trimmer, shaver and nose and ear trimmer. It has a height adjustment of 0.8 to 2 mm, 4 guide combs with 3, 6, 9 and 12 mm, a beard comb, 45-minute use time, 8-hour loading time and accessory organizer base. Comes with lubricating oil and cleaning brush. The product can be used with or without a cord. Suggested price on 5/6/2019: BRL 139.90.

Fonte: Revista Eletrolar News ed. 130