Special Report: Men's Grooming

It is a different category among small products, by market and by trends. In 2020, due to the closure of hair salons, the stars were hair cutters, to the point that factories began to have delays of up to 120 days to deliver and demand exceeded supply. At the other extreme, shavers fell, largely due to the “beard” style that men installed.
In the market they estimate that 5 years ago 40% of the shavers throughout the year were sold in June, a month that maintains that privilege but to a lesser extent. In this framework, the current expectation is what brands can do in terms of news or launches. These are not minor details that throughout the world the pandemic postponed projects and the import regulations of the Argentine market complicate the normal flow of supply and demand. For some, prices are an old issue, because it is difficult to determine how much of the movements are due to inflation, devaluation or real costs. Fortunately, last year's excess demand did not lead to opportunism or upward price movements, which shows a maturity of the market that serves to enter 2021 with an order that contemplates, and accompanies, the already hit purchasing power of consumers.
June will arrive, inexorably, and with it once again Father's Day. That's where everyone looks, with the need to balance the business, increase sales and with their best weapons in hand.

SOMECO ELECTRONICS LAUNCHES TELEFUNKEN LINE

Among the upcoming launches under the Telefunken brand, Someco Electronics announces two shavers and four hair and beard trimmers. The line is characterized by modern designs. Both the HC450 and HC350 models have a blade regulator, a precision LED indicator to monitor battery use, and both come with accessories to achieve optimal results. The S1000 and S500 electric shavers have Intelligent Cut Blades, internal blades that adapt to all beard types for the most efficient shave. The trim function allows you to control styling details and makes it ideal for styling beards and trimming sideburns. With One Touch Opening you can quickly access the inside of the head to keep it clean. The S1000 offers two additional features that make it more efficient: Waterproof Maintenance, an intelligent cleaning warning that warns when maintenance is due on the equipment, and Travel Smartlock, a function that keeps the shaver locked to avoid electricity consumption, especially during trips.

NEWSAN INTEGRATES ITS OFFER WITH PHILCO, AND IN THE PREMIUM SEGMENT WITH BRAUN

“In 2020 the market grew 15% year-on-year,” said Sebastián Velo Bares, in charge of the Personal Care category at Newsan. “Extracting the COVID effect, it is a stable market in which we expect slight growth in 2021, given that the user base increased in 2020 due to the need to cut hair at home.” Last year, and before the pandemic, Newsan expanded Philco's portfolio. To the catalog with a wireless shaver with three rotating heads and one with a floating head, digital display and the possibility of using it on a wet face, the nose hair trimmer and the beard trimmer, they added two professional-type hair clippers, a home one with a 6000 rpm magnetic motor and stainless steel blade and another with a more robust motor, 6000 rpm and carbon alloy blades. “With this line we did very well because of the brand image, the design of the products and the competitive price,” concluded Velo Bares. With Braun, Newsan aims at the Premium segment and offers a variety of shavers, from Series 1, the brand's historic, to Series 9. Last year they added two beard trimmers, a 6-in-1 grooming kit with different heads and combs and a trimmer as a complementary offer to the shavers.

VARIED REMINGTON OFFER

Remington offers the HC5850 hair clipper with Power Cut blades, polycarbonate cover and 15 pieces with combs, length guide, oil and blade guards. The HC4050 cutting kit includes 23 pieces, cleaning brush and scissors and comb to reduce longer hair before cutting. The HC1096-16A model has self-sharpening blades, seven combs, 16 pieces, cleaning brush, scissors and comb. The rechargeable PG6020B All-in-One kit with surgical steel blades includes accessory storage base, 35-minute battery life, 3 combs, beard trimmer, comb with 8 length settings, curved cutter, mini blade shaver, and nose and ear hair trimmer. The MB4130 beard trimmer with 11 positions from 1.5 to 18 mm includes 2 and 2.5 mm adjustment and battery life of up to 50 minutes. Closing the offer is the XR1430 HyperFlex shaver with an antimicrobial additive, technology for wet or dry use and a battery of up to 50 minutes of use.

PROLA BETS ON THE CATEGORY AND LAUNCHES A SHAVER

Although they recognized that at the beginning of the pandemic sales had a drop, to gradually rebound over the months although with less supply due to the restriction on imports and increased sales of those who had stock or the possibility of importing, Juan Carlos Prola y Cía maintained that they continue to bet on the category. They incorporated a rechargeable shaver with 3 extra-fast floating heads that rotate individually and automatically adjust to the contours of the face and neck. It has blades with double precision rings for short or longer hair, on and off button, charge indicator, 8 hours of charging for 45 minutes of use and is suitable for the shower (waterproof IPX6). Includes the charging base, protective plastic, USB cable for recharging, cleaning brush and all parts are washable. This launch adds to the hair clipper and multistyler that already made up the Everbeauty Men line. The hair protector has 20 adjustable positions from 0.5 to 10mm, USB rechargeable with 45 minutes of cordless use and double-edged stainless steel blades with an anti-jamming head. The multistyler, super complete, is sold as the option to achieve total styling. It has 10 metal accessories and a general trimmer for details, styles, hair, nose and ears, and shaver. It is USB rechargeable with 1 hour of cordless use and comes with the base to contain the accessories and the machine.

WESTINGHOUSE ARRIVES, BY THE HAND OF FAG SISTEMS

Personal care is a new line within the Fag Sistems catalog, which developed this category under the Westinghouse brand. With the products having just arrived at the beginning of this year, the company is already distributing hair and beard cutters and electric shavers in the retail channel with a range that goes from entry-level models to the top of the range. “We are betting on the international prestige of the Westinghouse brand, with which we will surely have good results,” said Alejandro Waisman, Sales Manager of Fag Sistems, which imports and distributes.

GA.MA ITALY PRESENTS THE BLACK TITANIUM LINE

GA.MA is preparing the launch of the Black Titanium line, consisting of a multi styler with a clipper, a trimmer and a nose and ear trimmer and the option of packs that include the trimmers and the clipper. The products have ultra-resistant titanium blades and the aesthetic is black. The T742 model has a lifting comb with different measurements, cutting measurement control, thinning function, USB connectivity and cleaning brush. The T744 is similar and adds the nose ear trimmer and three trim sizes. The T747 includes clipper and trimmer with rechargeable battery and three cutting measures. The T827 has a lifting comb in 5 sizes, a rechargeable battery and an autonomy of 45 minutes and the T923 comes with a clipper, trimmer and nose ear trimmer with 4 lifting combs.