Definition

This Report covers the impact of the COVID-19 pandemic on consumer attitudes, preferences and behaviors related to the household, homecare and personal care categories. For the purpose of this Report, Mintel has used the following definitions.

Beauty – includes the following categories:

  • Color cosmetics, such as makeup and nail polish;

  • Fragrances, such as perfume and body mist;

  • Facial Skincare, such as facial cleansers and facial moisturizers;

  • Hair Color.

Personal care – products used for regular grooming and hygiene, including the following categories:

  • Haircare encompasses shampoo, conditioner and hairstyling products;

  • Skincare includes specialty skincare products, such as acne and anti-ageing treatments, hand and body moisturizers and sun protection;

  • Body cleansing products include bar soap, liquid shower gel and bath products;

  • Shaving products;

  • APDO (antiperspirant/deodorant);

  • Oral care.

COVID-19: Brazil context

This Report was written in July 2020.

The first COVID-19 case was confirmed in Brazil on February 26, 2020. On February 4, President Jair Bolsonaro declared a national emergency in Brazil with the intention of preventing COVID-19 from arriving, and on March 21, São Paulo – the city with the highest number of confirmed cases – decreed quarantine. On March 11, the World Health Organization declared COVID-19 a global health pandemic. 

Across Brazil, state-level stay-at-home orders rolled out from March to June, and non-essential businesses, such as restaurants, beauty salons and shopping malls, were reopened in different States with restrictions. In São Paulo, for example, the mayor announced on June 26 that public and private schools would be reopened in September, but still keeping social distancing and hygiene measures in place. Nevertheless, at the time of writing, these orders remain extremely varied across the country, depending on governors’ evaluations of the pandemic situation and also considering States’ health indicators.

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