Argentine men’s grooming brand shares what it takes to corner the category

Dandy Buenos Aires is one of a relatively small number of brands that has decided to go venture into what is still relatively unchartered waters in the region by targeting the top end, or luxury segment of the market with a sophisticated natural and sustainable product range.

Cosmetics Design spoke to Lucia Naselo, who together with her husband Diego Bradichansky, have tapped into this corner of the category by observing the key trends and following some basic rules.

In this question and answer interview Lucia shares her thoughts on what it take to successfully target the fast-growing natural and luxury men’s grooming market in Latin America.

How is the Dandy Buenos Aires tapping into the trend for Latin American male grooming?​

Our birth in Argentina was seriously blue-ocean early-adopters. We started when men were already looking for solutions, without really knowing what they were looking for. We have some very funny anecdotes actually, once we had a young girl at 11pm in our front door apologizing for the late hour and thanking us profoundly for our existence. It was her boyfriend´s birthday and she was going to become the perfect girlfriend with our Expert Beard Set. And she did indeed. 

How have you seen this category evolve since you entered the market?​

Four years later, we are again amongst the early adopters, having just launched the first certified natural skin care product family. Male grooming has already been going on in the region since 2017 but natural cosmetics is a whole different subject. Once again, though, women are the ones that find us first and gift our products. The moto for our new campaign - wrinkles are the new baldness – underlines how we are breaking new ground again. 

What does it take to tap into this trend the right way in Latin America?​

Grooming is a very delicate subject between Latin men, so cultural acknowledgment of this is a must. For example, we have Argentinian men that like to be groomed in a very subtle manner; and on the other side we have Mexicans that prefer bolder and more straight forward scents. Another example is the more rigid grooming habits of the men in the age 35+ group, while young men are freeing up and widening their product range habits. History has some part of the explanation, singer and dancer Carlos Gardel and the writer Julio Cortazar are very strong models of masculinity, and elegance was always part of their lives. 

Something we’ve noticed in the last few years is that men are already demanding toiletries but traditional cosmetics suppliers are not meeting them with the appropriate offer. The low quality offerings of mortar shops, a lack of design and a lack of choice are making e-commerce the place where men feel understood and catered to. Even men’s shopping habits are more becoming more digitally orientated and that is why we are developing - already with a waiting list – by offering a very original subscription system throughout the Latin America region. 

What are the key characteristics of LATAM male grooming consumers for brands should be aware of?​

As is being reflected in our brand range, Latin men have a wide variety of styles and habits. They are very aware of their looks and are more than willing to take the advantage of a wide range of cosmetic products. 

Where do you see this trend going in the future?​

Men are getting on the grooming bus every single day. It is becoming a conversation theme and a belonging trend. But they are doing this as a treat, and treats should be beautiful and cool. Cheap products will stay in supermarkets and pharmacies while well designed and wholesome products will be part of an everyday treat, as part of the routine to achieve a better quality of life with products or experiences  that might include items such as cigars, coffee & beer, barber shops and organic food, together with natural cosmetics.