Why Do Brazilian Prefer For Men’s Fragrances Instead Of Unisex Fragrances?
It takes time to change Brazilian men’s shopping habits
Unisex trend clashes with Brazilian preference for their own fragrances
Genderless trend which is born out of cultural changes, is a hot trend that takes control of the modern beauty world. However, unisex products do not meet the expectation of all Brazilian male customers and men’s fragrances is an example. According to a Mintel’s recent survey, 76% of Brazilian men say that they prefer gender-specific fragrances, nearly 71% of Brazilian men say they wear gender-specific deodorant.
It is interesting that in other personal care categories including shampoo and conditioner, everything is much different, 58% of men use gender-neutral shampoo and conditioner, while 56% buy unisex soap or body wash according to Mintel’s survey.
Why does this happen?
A possible explanation for the differences in Brazilian male consumers’s behavior is that the scents used in fragrances are much more assertive than those used in shampoos and conditioners according to Juliana Martins, senior Beauty and Personal Care analyst at Mintel. In addition, some surveys have shown that men are more likely to use gender-specific products than women.
What can the companies do to make the unisex fragrances more appeal to men?
One of the most practicable solution is creating deodorants that target both men and women. They also should highlight the outstanding benefits of gender-neutral ingredients, such as charcoal. Another way is to develop products with “masculine” notes as well as create marketing campaigns that press how “manly” they are when using those unisex fragrances.
It may take time to change the Brazilian men’s behaviors. Let’s visit our magazine often to catch up with the latest news about beauty trends around the world.
Why Do Brazilian Prefer For Men’s Fragrances Instead Of Unisex Fragrances?
