Men's cosmetics account for 20% at most of a total market valuedat $800 million, but the segment of men paying more attention tohow they look is widening and is attracting producers'attention.
The company currently has three ranges of men's products: Axe,Rexona and Dove, each targeting a different client category.
A strong argument for the development of this market is theclients' profile and their purchasing behavior, much moreinteresting than women's, who are often easy to persuade to buy aproduct.
Sales of premium products are expected to rise in the followingyears, and men's cosmetics ranges will also expand as an increasingnumber of multinationals having these units in their portfolio aregetting ready to grab a good slice of the market as long as theystill have the time to.
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