Analyst Insight by Fernando Cruz - Research Analyst
In an effort to further boost its growth in men’s grooming, Procter & Gamble is looking to capitalise on opportunities in Latin America through its brand Old Spice. However, the image the brand is creating appears to be out of sync with current trends in how men perceive grooming in the region. Men’s shaving is only expected to record annual growth of 2% over the next five years, while men’s skin care is set to increase by a 5% annual rate in the same period. For example, the image from an Old Spice commercial shows a strong guy, with more muscle than most men, screaming to the screen. He punches other men, bombs explode. And above all, he yells. It is apparent he is rejecting bad smells, but he declares something more important than that: You only need the product he is holding with his right hand to smell good.
However, the issue is that the consumer trend is evolving away from such an image of macho men, and men in the region are increasingly seen to purchase a wider array of grooming products - a phenomenon that could be described as a growing feminisation of the Latin American man. So by portraying such an image, is Old Spice trying to achieve something different to distinguish itself from its competitors and will it work for the brand?