Brazil Beauty Consumer Report 2021
£ 3,265 (Excl.Tax)
Report Summary
“The pandemic has increased the demand for health benefits, both physical and mental, leading to the ritualization of beauty and personal care routines, and connecting them to the concept of self-care. On the other hand, Brazilians have also adopted a more minimalistic routine, including natural hair styles and simpler skincare practices. The form of interaction and experimentation will require the use of technologies, both in the physical and digital environment.”
– Amanda Caridad, Beauty and Personal Care Senior Analyst
This report covers the following issues:
- Impacts of COVID-19 on consumer habits toward beauty products.
- Brazilians’ beauty and personal care routines, considering different hair and skin types, during and after the COVID-19 pandemic.
- Beauty attitudes related to wellbeing, and opportunities for brands to explore holistic benefits.
- Important claims in beauty and personal care products across different demographics.
- Clean beauty indicators, considering attributes related to ethics and sustainability.
- Brazilians’ interest in technological innovations in the next normal.
Table of Contents
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Overview
- What you need to know
- Key issues covered in this Report
- Definition
- COVID-19: market context
- What you need to know
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Executive Summary
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- Market Overview
- Impact of COVID-19 on the beauty consumer
- Figure 1: Predicted impact of COVID-19 in the short, medium and long term on the beauty consumer, February 2021
- The impact so far
- Short and medium term (February to December 2021)
- Long term (2022-25)
- Mintel Trend Drivers
- Figure 2: Mintel Trend Drivers
- Challenges
- Women aged 16-24 are the most critical about digital influencers
- Makeup brands should engage with consumers who have combination skin and minimalist routines
- Mental wellbeing is a new desirable attribute in beauty and personal care products
- Opportunities
- Products that offer professional results at home can attract consumers with coily hair
- 100% natural or organic formulation is essential for consumers interested in clean beauty
- Wearable devices represent an opportunity to be explored by beauty and technology brands
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Market Drivers
- Unemployment rate remains high despite formal job recovery
- Use of cosmetics and beauty products is affected by the second wave of the pandemic, the end of the emergency aid and the continuity of remote work
- Beauty routines represent a way of dealing with stress and anxiety during the pandemic
- ANVISA introduces new label regulation for personal care products, cosmetics and fragrances
- Trade balance in the personal hygiene, cosmetics and fragrances sector records an unprecedented surplus
- Unemployment rate remains high despite formal job recovery
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Key Players – What You Need to Know
- Beauty and personal care brands discuss relevant topics for society on social media
- Consumers want holistic benefits and practicality in care routine after the COVID-19 pandemic
- Sallve becomes largest digital native beauty company, while Boticário invests in technological and sustainable packaging
- Beauty and personal care brands discuss relevant topics for society on social media
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Marketing Campaigns
- P&G and Avon sponsor the 21st edition of Big Brother Brazil
- Figure 3: Pantene Brazil presents its products on BBB21 – Brazil, January 2021
- Figure 4: Avon Brazil is a brand confirmed on BBB21 – Brazil, January 2021
- O Boticário launches new line that promises a more peaceful night’s sleep
- Figure 5: New Boticário product – Brazil, January 2021
- Natura proposes reflection on our choices and the impact on marine life
- Figure 6: New Kaiak Oceano – Brazil, January 2021
- Natura Tododia invites women to celebrate their bodies through a sensory connection with its products
- Figure 7: Natura Tododia campaign – Brazil, January 2021
- Natura, Amaro and Via Varejo partner to celebrate the New Year
- Figure 8: Nat Natura reveals her “secret friend” on Twitter – Brazil, December 2020
- Boticário launches miniseries on structural racism
- Figure 9: Boticário campaign – Brazil, November 2020
- Figure 10: Boticário’s Christmas campaign – Brazil, December 2020
- Dove sponsors works by Brazilian painters at MASP
- Figure 11: Dove campaign – Brazil, December 2020
- Quem disse, Berenice? launches new line of lip moisturizers in partnership with Skol Beats
- Figure 12: Hidraoil Beats Zodiac – Brazil, November 2020
- Avon celebrates the performance of Brazilian sportswomen
- Figure 13: Avon Power Stay campaign – Brazil, September 2020
- Gillette Venus celebrates scars and imperfections
- Figure 14: Gillette Venus campaign – Brazil, February 2020
- P&G and Avon sponsor the 21st edition of Big Brother Brazil
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Who’s Innovating?
- Wellbeing has become a new desirable attribute, and brands can strengthen connections with consumers
- Figure 15: Total launches of beauty and personal care products with “wellbeing” appeal, from January 2018 to December 2020
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- Figure 16: Beauty and personal care products with “wellbeing” appeal
- Figure 17: Helius and Mango TV partnership – China, November 2020
- With the adoption of more minimalist routines, Brazilians are attracted by products that offer convenience
- Figure 18: Total launches of beauty and personal care products with “easy to use” appeal, from January 2018 to December 2020
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- Figure 19: Beauty and personal care products with “easy to use” appeal
- Wellbeing has become a new desirable attribute, and brands can strengthen connections with consumers
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Case Study
- Sallve increases sales during the pandemic and establishes itself as the largest digital native beauty company in Brazil
- Figure 20: Sallve portfolio
- Boticário Group is recognized for innovations in sustainable packaging
- Figure 21: Boticário Group award-winning products in sustainable initiatives
- Sallve increases sales during the pandemic and establishes itself as the largest digital native beauty company in Brazil
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The Consumer – What You Need to Know
- Pandemic increases search for benefits related to mental wellbeing
- Beauty routines will increasingly lean toward healthy attributes
- Holistic wellbeing and salon results at home appeal to different demographics
- Ethical and sustainable attitudes gain relevance among consumers from different profiles
- Technology becomes paramount in the interactions between brands and consumers
- Pandemic increases search for benefits related to mental wellbeing
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Wellness Related Beauty Attitudes
- Mothers are the most likely to take longer showers as a moment of relaxation
- Figure 22: Wellness related beauty attitudes, by gender and parental status – Brazil, November 2020
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- Figure 23: Shower products that offer tension- and stress-relief benefits
- Use of scented home products can help workers and students deal with anxiety
- Figure 24: Wellness related beauty attitudes, by working and student status – Brazil, November 2020
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- Figure 25: Beauty brands that offer wellness products
- Women aged 16-24 are the most critical about digital influencers
- Figure 26: Wellness related beauty attitudes, by gender and age group – Brazil, November 2020
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- Figure 27: Estée Laundry publications on controversial cases
- Figure 28: Priscilla Rezende posts on controversial cases
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- Figure 29: Influencer Sasha Pallari compares images with and without filters
- Mothers are the most likely to take longer showers as a moment of relaxation
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Beauty Routine
- Scalp moisturizers can attract Brazilians with curly hair
- Figure 30: Beauty routine, by hair type – Brazil, November 2020
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- Figure 31: Haircare products suitable for dry scalp and curly hair
- Makeup brands can invest in formats that offer practicality to consumers who describe their skin as combination
- Figure 32: Beauty routine, by skin type – Brazil, November 2020
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- Figure 33: Products for combination skin that combine convenience and preventive approach
- Beauty supplements can be adopted by AB consumers as a practical and healthy way of taking care of their appearance
- Figure 34: Beauty routine, by socioeconomic group – Brazil, November 2020
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- Figure 35: Nutraceuticals that offer beauty benefits
- Scalp moisturizers can attract Brazilians with curly hair
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Most Important Attributes of BPC Products
- Brands can combine health and beauty benefits with attributes related to mental wellbeing
- Figure 36: TURF analysis, most important attributes on BPC products – Brazil, November 2020
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- Figure 37: Beauty and personal care products that combine functional and mood-enhancing benefits
- Consumers with coily hair prefer brands that offer salon results at home
- Figure 38: Most important attributes on BPC products, by hair type – Brazil, November 2020
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- Figure 39: Influencer Nathalia Barros teaches followers how to use the bn.Pro Hidraforce line – Brazil, December 2020
- Figure 40: L’Oréal Elseve Óleo Extraordinário Cápsula Creme de Tratamento Turbinado 1 Minuto (Extraordinary Oil 1 Minute Powered Hair Treatment Cream Capsule), Brazil, October 2020
- Brands can combine health and beauty benefits with attributes related to mental wellbeing
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Clean Beauty Indicators
- 100% natural or organic formulation is essential for consumers interested in clean beauty
- Figure 41: Clean beauty indicators – Brazil, November 2020
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- Figure 42: The Clean Academy Biossance – Brazil, October 2020
- Figure 43: Sephora communicates the benefits of key ingredients used in the Good Skincare line – Brazil, January 2021
- Brands can encourage recycling through physical retail initiatives
- Figure 44: Clean beauty indicators, by generation – Brazil, November 2020
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- Figure 45: Boticário’s sustainable pop-up store at the Ibirapuera Park in São Paulo – Brazil, November 2020
- Figure 46: Waste-Free World’s plastic waste recycling system, January 2021
- Certifications are an important tool for communicating ethical and sustainable attitudes
- Figure 47: Clean beauty indicators, by gender and age group – Brazil, November 2020
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- Figure 48: Certified beauty and personal care products
- 100% natural or organic formulation is essential for consumers interested in clean beauty
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Interest in Beauty Innovations
- Brands find opportunity to expand virtual experiences in physical stores
- Figure 49: Interest in beauty innovations – Brazil, November 2020
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- Figure 50: Some of the technologies available at Shiseido’s new concept store in Ginza, Japan
- Figure 51: Natura and Boticário invest in phygital strategy in Brazil
- Wearable devices represent an opportunity to be explored by beauty and technology brands
- Figure 52: La Roche-Posay My UV Patch, May 2017
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- Figure 53: Neutrogena NAIA Skin360 app
- Men suffering from hair loss and dandruff may be a target for diagnostic devices
- Figure 54: Interest in beauty innovations, by gender and age group – Brazil, November 2020
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- Figure 55: Sisley presents Hair Rituel Analyzer, January 2020
- Figure 56: Réduit device
- Brands find opportunity to expand virtual experiences in physical stores
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Appendix – Abbreviations
- Abbreviations
- Abbreviations
About the report
This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.
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