MASCULINE BEAUTY IN LATIN AMERICA

Obsession with looks no longer has a gender

Mojca HostnikMasa CelestinaInga Kievisaite

Dazzle-Anne NG

Venezuela: a land of endless beauty

• The most appearance-minded people in the world

• The world's largest consumer of cosmetics on a per-capita basis

• Extreme national pride on physical beauty

• History: Spanish, Indian and African roots, telenovelas (soap operas) and Mis World

Beauty in Venezuela: area for business

• The Miss Venezuela has been held since 1952. • Biggest no. of wins in the world: 4 Miss

Universe, 5 Miss World, and 4 Miss International.

• Beauty – US standards• Females – beauty

objects, increasing masculine sexual objectification

Beauty pageants for men

• Men worry about their appearance

• Venezuela is becoming a force in male contests

• Very strong machismo mentality

• A chain of spas called "Only For Men"

• Plastic surgery

Beauty contests

• Mister world

• Mister international

• Mister intercontinental

First hand information

• Brazilian vs. Tourist in Brasilia vs. Mexico

• Interview:– Men give a lot on their beauty

– Beauty contest for men

– Pressure

– Spending a lot of money for beauty products

– Latin Am. Or US/ European products

– Competitiveness & quality

– Availability

First hand information

CONSUMER PRODUCTS

• Man fashion style F MEN – Fashion TV’s channel solely for men’s

swimwear, lingerie, designer clothing, etc.• Man skin care productsWella SP Just Men Range (Maxxximum Tonic, Jelly Tonic, Shape Creator, Shine

Controller, Soothing Balm, Exxtra Strong Gel, etc)Gilette and Nivea continue to gain sales in Latin

America• Man hair careT H E H A I R M A X L A S E R C O M B™

BUSINESS APPLICATION: Capitalizing on

Market: MALE MODELS and all the other Latin American menyearning to achieve the same look, status, and attention

SERVICE- oriented

•Caracas' Garbo & Class modeling school – no longer just for aspiring Venezuelan beauty queens

•Fitness centers/ gyms – for cardio and toning

•"Only For Men" – chain of spas for feet, nails, and hair grooming(haircuts, facials, waxing, anti-stress massages, etc.)

•Plastic surgery for men – nose jobs, liposuction, etc.

•Man-care websites http://www.theydeserveit.com/fashion-beauty/haircare/man.html

Latin American Male Vanity

Sources• http://www.analitica.com/bitblio/roberto/venus-i.asp• http://en.wikipedia.org/wiki/Miss_Venezuela• http://seattletimes.nwsource.com/html/living/2003343352_guypageants06.ht

ml• http://www.everyculture.com/To-Z/Venezuela.html• http://en.wikipedia.org/wiki/Mister_World• http://en.wikipedia.org/wiki/Mister_International• http://en.wikipedia.org/wiki/Mister_Intercontinental• http://seattletimes.nwsource.com/html/living/

2003343352_guypageants06.html• http://www.columbiantalk.com/lifestyles/lifestylesnews/ASAP11062006new

s168612.cfm• http://www.zonalatina.com/Zldata77.htm• http://www.lasercomb.net/• http://www.euromonitor.com/Mens_Grooming_Products_in_Argentina• www.ftv.com