The top 10 growth markets for men’s toiletries during the last five years, in absolute terms, include Brazil, China, South Korea, the U.S., Germany, India and the U.K. That the list is so varied is another key reason why the men’s category is so compelling for beauty brands. However, the standout growth market for men’s toiletries in the last five years has been Brazil. The cooling of the economy in the past year led to widespread trading down activity across a number of beauty and personal care categories, but trading down is, so far, less visible in men’s products than women’s. And the 2014 Fifa World Cup taking place in Brazil also will present a huge advertising and marketing opportunity for men’s grooming brands.

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