×
32 954
Fashion Jobs
RALPH LAUREN
Polo Factory Store Children - Store Selling Manager
Permanent · Cabazon
FOOT LOCKER
Senior Human Resources Manager
Permanent · New York
FOOT LOCKER
Loss Prevention Officer 3rd Shift
Permanent · Junction City
ROSS STORES
Store Protection Specialist
Permanent · Honolulu
ROSS STORES
Store Protection Specialist
Permanent · Los Angeles
ROSS STORES
dc Operations Manager
Permanent · Shafter
ROSS STORES
Coordinator, Human Resources Administration
Permanent · New York
ROSS STORES
Manager, Transportation Finance
Permanent · Fort Mill
ROSS STORES
Manager, sr Operations - dc
Permanent · Perris
ROSS STORES
Lead Business Analyst, Master Data Office
Permanent · New York
ROSS STORES
sr. Manager, Cross Dock & Store Delivery Transportation Procurement
Permanent · Fort Mill
ROSS STORES
dc Operations Manager
Permanent · Perris
AEROPOSTALE
District Manager (Southern California), Sparc Group
Permanent · Los Angeles
COTY
sr Buyer, na Regional Skincare
Permanent · New York
NORDSTROM INC
Loss Prevention Security Ambassador - Tysons Corner
Permanent · McLean
NORDSTROM
Loss Prevention Security Ambassador Southcenter
Permanent · Tukwila
NORDSTROM INC
Security Ambassador 1-2
Permanent · Roseville
NORDSTROM INC
Loss Prevention Security Ambassador Last Chance
Permanent · Phoenix
NORDSTROM INC
Loss Prevention Security Ambassador Portofino Shopping Center Rack
Permanent · Shenandoah
KOHLS
Full-Time Sales Supervisor - Hardlines
Permanent · Greenville
KOHLS
District Loss Prevention Manager - Robinson PA
Permanent · Pittsburgh
KOHLS
Full-Time Loss Prevention Service Specialist
Permanent · Salem
By
AFP
Published
Sep 24, 2013
Reading time
3 minutes
Share
Download
Download the article
Print
Click here to print
Text size
aA+ aA-

Brazil beauty industry sets sights on men

By
AFP
Published
Sep 24, 2013

SAO PAULO, Brazil - In the wealthy Jardins neighborhood of Sao Paulo, one street boasts five beauty salons, but the Mr Jardins shop stands out from the pack - catering to a male clientele.

Men stop in for traditional haircuts and shaves, but also come for other treatments - waxing, waist-slimming massages, youth-boosting facials, skin cleanses, and even manicures and pedicures.

In Brazil, men are the new target of a booming beauty industry, where services and products are no longer reserved for the fairer sex.

Gregorio Mendes, the owner of Mr Jardins, says his salon welcomes new clients "every day" who come in for a haircut, and end up daring to take advantage of the other services on offer.

"It's a growing market. The misconception that a man who waxes is maybe not a real man is beginning to disappear," Mendes said, referring to the concept of machismo still lingering in Latin America.

"Men of all ages come here, either because they want to or because their wives, girlfriends or daughters bring them. It's not a gay or straight thing. The important thing is that they want to look good."

Marcos Costa, a tall, slim 44-year-old entrepreneur at Mr Jardins, explains that he does "everything possible" to make himself more attractive, but still sees a bit of a stigma attached to male primping.

"Women love for us to be well-groomed and smell good, but if they see us at the hair salon getting a manicure, that bugs them," Costa said at the salon, which opened five years ago.

Billions in beauty sales

According to the Brazilian Association of the Cosmetic, Toiletry and Fragrance Industry (ABIHPEC), the beauty sector has grown 10 percent annually over the last decade, as 40 million people joined Brazil's booming middle class.

Last year, the beauty market in Brazil generated $42 billion in sales, accounting for 10 percent of the world market, putting it in third place behind only the United States and Japan.

Earlier this month in Sao Paulo at Beauty Fair, which organizers say is Latin America's largest and the world's third-biggest beauty product and appliance expo, commercial deals totaled more than $200 million.

Dyes and tinted shampoos, matte nail polish, beard grooming products, moisturizers and hair removal creams for those afraid of hot wax are just some of the products being peddled to men, industry professionals say.

Soccer stars in ads

"Men are less and less ashamed to take care of themselves. The sector hasn't seen a boom quite yet, but we're getting there," Marcia Sandim, marketing director for the Ikesaki boutique chain, a major player in the Sao Paulo beauty market, told AFP.

A spokeswoman for French cosmetics giant L'Oreal said: "We all see that this is a growing market that we are following carefully."

Sergio Piao, an official with US consumer goods giant Procter & Gamble, noted that "growth in sales of products for men practically doubled last year."

With less than a year to go before the Brazil World Cup, soccer stars Lionel Messi and Pele are part of the company's advertising campaign for its just-launched anti-dandruff shampoo for men.

At Mr Jardins, Mendes says his biggest problem is finding male estheticians trained in beauty services for men.

"We need more professionals," he lamented.

Copyright © 2021 AFP. All rights reserved. All information displayed in this section (dispatches, photographs, logos) are protected by intellectual property rights owned by Agence France-Presse. As a consequence you may not copy, reproduce, modify, transmit, publish, display or in any way commercially exploit any of the contents of this section without the prior written consent of Agence France-Presses.