Brazil Young Beauty Consumers Market Report 2022
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Report Summary
“In a context where young consumers have been particularly affected by the worsening of the socio-economic crisis, beauty brands find a consumer who is more conservative in terms of spending but who also seeks solutions that celebrate their individuality and reflect their moral values. The issues of inclusion, representation and ethics have become essential to maintain the loyalty of these consumers, challenging brands to incorporate this discourse into their campaigns and products.”
– Amanda Caridad, Beauty and Personal Care Senior Analyst
This report will look at the following areas:
- Influence of hair texture and skin types on attitudes and behaviors toward beauty
- Analysis on the use of beauty products, considering different demographics and lifestyles
- Analysis of beauty routines and their relationship with attributes valued by consumers
- How young people define beauty and how it influences the way they consume beauty products
- Attitudes and behaviors toward the consumption of beauty products
Table of Contents
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Overview
- What you need to know
- Key issues covered in this Report
- Definition
- What you need to know
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Executive Summary
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- Market overview
- Analyst outlook
- Figure 1: Analyst outlook for the beauty category, 2022
- Challenges
- Hair dyes should expand exclusive options for curly hair
- Inclusive beauty agenda gains strength and challenges brands to incorporate changes in their communication
- Brands can break standards and stigmas in relation to the duality imposed on beauty and intellectuality
- Opportunities
- Skincare devices can be positioned as self-care tools
- Facial skincare brands can explore relationship between hormonal health and skin appearance among women who follow holistic routines
- Pet segment brings opportunity for beauty products to become more universal
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Market Drivers
- Unemployment keeps affecting a large part of young Brazilians
- Unemployment keeps affecting a large part of young Brazilians
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Key Players
- Companies and brands
- Natura celebrates face-to-face meetings at Christmas 2021
- Figure 2: Natura’s Christmas 2021 campaign, Brazil, 2021
- Boticário reflects on the return of connections at Christmas and unveils the Olfactory Research Center
- Figure 3: Boticário’s Christmas 2021 campaign – Brazil, 2021
- Avon Institute educates about consent on social media
- Figure 4: Avon Institute’s campaign, Brazil, 2021
- Podcasts become a new channel for debates on topics relevant to women
- Figure 5: Johnson & Johnson partners with the Mamilos podcast to talk about the different phases of care
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- Figure 6: Natura Tododia and Dove partnered with the Obvious podcast
- Avon proposes reflection on the health of trans people during “Violet Month”
- Figure 7: Violet Month, Brazil, 2021
- Natura Tododia releases new clip
- Figure 8: Duda Beat features Li Saumet, Brazil, 2021
- La Roche Posay creates the first reality show for oily skin on Instagram
- Figure 9: La Roche Posay’s campaign, Brazil, 2021
- L’Oréal Professionnel guides hair transition of Mara, Amaro’s virtual assistant
- Figure 10: Mara makes hair transition with L’Oréal Professionnel, Brazil, 2021
- Case Study
- We Pink marks Virginia Fonseca’s successful debut as a beauty entrepreneur
- Figure 11: Virginia Fonseca launches its first beauty brand, Brazil, 2021
- Veracity is a pioneer in developing skincare products according to hormonal analysis
- Figure 12: Veracity Skincare offers hormonal testing and individualized skincare solutions
- Companies and brands
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Beauty Products Purchase
- Hair dyes should expand exclusive options for curly hair
- Figure 13: Beauty products purchase, by hair texture, 2021
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- Figure 14: Examples of hair dyes with ammonia-free formulas that offer hair treatment while coloring
- Skincare devices can be positioned as self-care tools
- Figure 15: Beauty products purchase, by skin type, 2021
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- Figure 16: Foreo explains T-Sonic, Brazil, 2021
- Figure 17: Océane presents 3D Facial Roller, Brazil, 2021
- In addition to funny messages, children’s nail polishes must offer security and contemplate values defended by parents
- Figure 18: Beauty products purchase, by children living in the household, 2021
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- Figure 19: Impala offers exclusive nail polishes for children and adults
- Figure 20: Nail polish for children
- Hair dyes should expand exclusive options for curly hair
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Beauty Routines
- Perfumes can be added to beauty routines that value naturalness and sustainability
- Figure 21: Beauty routines, by student status, 2021
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- Figure 22: Perfumes with natural and sustainable positioning
- Social media can help consumers who opt for more complex routines choose products
- Figure 23: Beauty routines, by remote work, 2021
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- Figure 24: Seda helps consumers choose haircare products, Brazil, 2021
- Facial skincare brands can explore the relationship between hormonal health and skin appearance among women who follow holistic routines
- Figure 25: Beauty routines, by gender and age group, 2021
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- Figure 26: L’Oréal and Clue offer skincare tips
- Perfumes can be added to beauty routines that value naturalness and sustainability
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Definition of Being Beautiful
- Inclusive beauty agenda gains strength and challenges brands to incorporate changes in their communication
- Figure 27: Definition of being beautiful, 2021
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- Figure 28: Tula Skincare ad on The New York Times, US, 2021
- Figure 29: Positive Beauty’s campaign, 2021
- Brands can break standards and stigmas in relation to the duality imposed on beauty and intellectuality
- Figure 30: Definition of being beautiful, by student status, 2021
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- Figure 31: Djamila Ribeiro stars Quem disse, Berenice? campaign, Brazil, 2021
- Figure 32: QDB campaign, 2021
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- Figure 33: Gabriela Prioli is a new ambassador for Blond Me, Brazil, 2021
- Figure 34: FAB AID 2021 Competition, US, 2021
- Inclusive beauty agenda gains strength and challenges brands to incorporate changes in their communication
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Important Beauty Influencers
- Gen Zs are more likely to be attracted by ethical credentials than Millennials
- Figure 35: Important beauty influencers, by generation, 2021
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- Figure 36: Products with clear ethical and sustainable credentials
- Personalization is an approach that can appeal to young people with oily skin
- Figure 37: Important beauty influencers, by skin type, 2021
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- Figure 38: Tailor Skin offers customized solutions for those with oily skin
- Figure 39: Q.Lab is a customized solution for facial skincare
- Multipurpose products can help consumers with coily hair save money
- Figure 40: Important beauty influencers, by hair texture, 2021
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- Figure 41: Products with a multipurpose approach for coily hair
- Gen Zs are more likely to be attracted by ethical credentials than Millennials
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Shopping Behaviors
- Pre-purchase product experimentation can appeal to women on a tighter budget
- Figure 42: Shopping behaviors, by gender and age, 2021
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- Figure 43: Sallve and Natura offer kits for testing their products
- Convenience stores are new strategic space for selling cosmetics to young people with busy lifestyles
- Figure 44: Shopping behaviors, by working and student status, 2021
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- Figure 45: Convenience stores in Japan offer affordable beauty products
- Makeup brands can offer fun through entertainment-inspired collections
- Figure 46: Shopping behaviors, by gender and age, 2021
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- Figure 47: MAC Disney Cruella collection
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- Figure 48: Makeup lines inspired by movies, series and sports
- Pre-purchase product experimentation can appeal to women on a tighter budget
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Attitudes toward Beauty Products and Brands
- Beauty brands can enter the pet segment by taking a universal approach
- Figure 49: Attitudes toward beauty products and brands, by pet ownership, 2021
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- Figure 50: Pet products inspired by products for humans
- Astrology is a topic of interest for Gen Zs who follow holistic beauty routines
- Figure 51: Attitudes toward beauty products and brands, by generation, 2021
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- Figure 52: Astrology-inspired makeup products
- Beauty brands can enter the pet segment by taking a universal approach
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Appendix – Abbreviations
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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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