O Boticario invests 37% more in men’s products

By Cris Simon

Data strategy for retail, Father’s Day should represent an increase of 18% in O Boticario sales compared to the same period last year.

Packed by changing male consumption habits, the company invested R $ 26 million in research, development of new products and advertising campaign to boost the purchase of cosmetics at the time.

The figure surpassed 37% in the numbers injected in the same period of 2010, when R $ 19 million were directed to the date.

In addition to the launch of the Duo Malbec Nebbiolo fragrance – the result of the union of the Malbec and Nebbiolo grapes – the company will have five limited editions of Malbec, Coffee Man, Quasar, Galbe and Dimitri cases in its stores.

The campaign, which was signed by AlmapBBDO, was launched last 24 and featured parts on open and closed television, print, outdoor, spot, web and regional media.

Along with Christmas, Mother’s Day and Valentine’s Day, Father’s Day is one of the four most profitable periods for the brand, and has been rising in the rankings. Although they still consume cosmetics on a much smaller scale than women, men have been increasingly preoccupied with body and beauty, not restricting themselves to the purchase of perfumes.

According to a Nielsen survey, of the total of hygiene and beauty products consumed in Brazil, 37% are aimed at men, and Brazil is already the second largest market for men’s personal care.