The men's personal care market is booming. Study promoted by Cosmetology from Grupo Chroma, 72% of Brazilian men declared that they take care of their appearance. On the other hand, research Grand View Research estimates that the men's beauty market will be worth USD 30.8 billion by 2021, growing at 9.1% per annum until 2030.
Data provided by WGSN, a consumer and behavior forecasting firm, indicates that 44% of men in the United States are buying more body care products than they did five years ago, and 77% have purchased body care products in the past six months.
At the other end of this market are barbershops, which according to data from Econodata, have 5 thousand people in Brazil. “Modern man, driven by epidemic and distant video work, cares more about his appearance.” This assessment comes from the barber and instructor Anderson Caldino de Lima, who has helped shape this division with his 20 years of experience, 15 of them as an educational instructor in Brazil and abroad.
Caldino recalls that when he started his operations two decades ago, there were only small local barbershops. “In the beginning, barbering was still a field dominated by tradition, with techniques passed down from generation to generation.”
With the natural evolution of the segment, the professional identified a gap in the market: a lack of training for barbers who wanted to evolve and stand out in an increasingly competitive environment. In 2008, he began his career as an instructor, establishing a series of courses aimed at the technical advancement of his professional colleagues. His courses range from traditional cuts to beard styling and very different shaving techniques. Courses use a practical approach that focuses on the real experience of their students.
“I believe that what really separates a good barber from a great professional is training,” he says. Also, updated content is the result of participation in events, sector fairs and specialized sectors in Brazil and Latin America. Currently, Caldino is a professional recognized by the National Council of Cosmetologists and has been awarded a Gold Medal by the Belo Horizonte City Council for her work, dedication and commitment to the beauty market.
The search for personal care
For a long time, personal care was considered “female territory,” but that has changed drastically in the past decade. More and more men are aware of the importance of taking care of their skin, hair, beard and health in general. From the expert's point of view, this reflects the evolution of the male mentality regarding self-care. “Men are realizing that taking care of their appearance is not a matter of vanity, but a matter of well-being and self-confidence,” says the barber, who specializes in beard styling, coloring and highlights, and hair transformations.
The change in men's behavior is not limited to the use of beauty products. When it comes to male vanity, data from the Chroma team show that one of the barriers the group has overcome is that looking after beauty and using cosmetics doesn't affect masculinity. 71% of those interviewed said “You can call it whatever you want, but taking care of your beauty does not make me less of a man” and 68% said “I'm a man, I'm not ashamed of it”. “. Therefore, “modern barbershops have become a real men's haven, offering an experience that goes beyond a simple haircut or shave,” Caldino assures.
Importance of training courses
A WGSN predicts growth in the men's grooming market of US$110 billion by 2030, reflecting demand for high-quality services in barbershops. To prepare this offering, Galdino shares his experience as an entrepreneur in his field in his practice, discovering and recommending to clients the use of cosmetics, lotions and creams to enhance and restore their natural appearance.
“The barbershop market is increasingly demanding. Today, it is not enough just to know how to cut hair, you need to understand the needs of the client, how to personalize the services and constantly update yourself”, highlights the professional.
And, like other sectors, the men's grooming market has been transformed by technology and innovation, the expert assures. According to him, major cosmetic brands have invested heavily in research and development to launch innovative products that meet the specific needs of modern men.
“The barbers who stand out are the ones who strive to improve themselves and provide a high quality service,” he says. According to him, the market is becoming increasingly competitive, but very promising for those who are willing to invest in their training and constantly renew themselves.
Website: http://vocenaimprensa.com.br
