Table of Contents
Introduction
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- Products covered in this report
- Abbreviations
Executive Summary
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- The market: Value sales of color cosmetics are growing at a rapid pace
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- Figure 1: Best- and worst-case forecast for Brazilian retail sales of color cosmetics, 2008-18
- Market drivers: Brazil’s population is aging
- Product innovation: Nail color drives recent make-up NPD
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- Figure 2: New product launches in color cosmetics, % share, by category, Jan 2010-Oct 2013
- The consumer: Nail and lip make-up dominate make-up usage
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- Figure 3: Use of make-up products, October 2013
- The consumer: Older women are more brand loyal
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- Figure 4: Usage habits of color cosmetics, October 2013
- The consumer: Consultant advice is key when buying make-up
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- Figure 5: Consumer attitudes toward make-up, October 2013
- What we think
Issues in the Market
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- How can older women be brought back into the category?
- How can traditional retail brands compete with direct sales companies?
- What is the potential for online retail for make-up products?
- How important are make-up products that offer added convenience to the category?
Market Drivers
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- Key points
- Aging population may impact product usage
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- Figure 6: Trends in the age structure of the Brazilian female population, 2008-18
- Expansion of beauty brands through the franchise system
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- Figure 7: Purchasing of beauty products from store-based retail and door-to-door channel in the last 12 months, by gender, January 2013
- Growth in internet access set to increase online shopping
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- Figure 8: Number of internet users in their homes or workplaces, 2009-12
Who’s Innovating?
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- Key points
- Nail color innovations lead the category
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- Figure 9: New product launches in color cosmetics, % share, by category, Jan 2010-Oct 2013
- Opportunities for lightweight face make-up
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- Figure 10: New product launches in face color cosmetics, % share, by category, Nov 2012-Oct 2013
- Figure 11: New product launches in face color cosmetics, % by top 10 claims and other, Nov 2012- Oct 2013
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- Figure 12: Incidence of skin cancer by region—Brazil 2012
- Figure 13: Examples of US and UK face color cosmetics products with UV protection claim, Nov 2012-Oct 2013
- Versatile products for younger consumers
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- Figure 14: New product launches in lip color cosmetics, % share, by category, Nov 2012-Oct 2013
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- Figure 15: New product launches in lip color cosmetics, % by top 10 claims and other, Nov 2012-Oct 2013
- There is a great potential for mascara innovations
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- Figure 16: New product launches in eye color cosmetics, % share, by category, Nov 2012-Oct 2013
- Figure 17: Examples of UK and US mascaras, Nov 2012-Oct 2013
- Figure 18: New product launches in eye color cosmetics, % by top 10 claims and other, Nov 2012-Oct 2013
- Botica Comercial Farmacêutica dominated new product launches
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- Figure 19: New product launches, by top 10 ultimate companies and other, Nov 2012-Oct 2013
- Brazilian elements are inspiring new make-up launches
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- Figure 20: Examples of Brazilian color cosmetics inspired by Brazilian culture, Nov 2012-Oct 2013
Market Size, Forecast, and Segment Performance
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- Key points
- Sales by segment
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- Figure 21: Brazilian retail value sales of color cosmetics, by sector, 2011-13
- Positive outlook for color cosmetics
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- Figure 22: Brazilian retail value sales of color cosmetics, 2008-18
- Figure 23: Best- and worst-case forecast of Brazilian retail sales of color cosmetics, 2008-18
- Forecast methodology
Market Share
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- Key points
- Direct sales companies remain dominant
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- Figure 24: Manufacturers’ value shares in color cosmetics, 2011-12
- Avon still market leader, despite a dip in market share
- “Brand as retailers”—building a brand through physical store expansion
- International brands have low penetration in Brazil
Companies and Brands
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- Grupo Boticário
- O Boticário
- Avon
- Natura
- Hypermarcas
The Consumer—Usage and Frequency
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- Key points
- Nail and lip make-up boast the highest penetrations
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- Figure 25: Use of make-up products, October 2013
- There is opportunity for lightweight face make-up formulations
- Make-up usage declines with age
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- Figure 26: Frequency of using lip, eye, and face color cosmetics, heavy users (once a day or more), by age group, October 2013
- Lip make-up shows high usage across all ages
- Face powders: opportunities for new formulations
- Eye make-up sees more dramatic decline with age
- The long-lasting nature of nail color commands less frequent usage
- Repertoire
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- Figure 27: Repertoire of frequency of using make-up, October 2013
The Consumer—Usage Habits
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- Key points
- Portability convenience is key
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- Figure 28: Usage habits of color cosmetics, October 2013
- Brand loyalty displays clear differences by age
- Younger women keen to experiment with make-up
- Direct selling impacts consumer behavior
The Consumer—Purchase Channels
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- Key points
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- Figure 29: Purchasing channels used for buying make-up, October 2013
- Catalog sales most popular channel across all ages
- Beauty stores and pharmacies offer potential for exclusive cosmetic displays
- Online shopping could be used as a complement for traditional retail channels
- Catalog buyers are the most brand loyal
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- Figure 30: Repertoire of make-up purchasing channels, October 2013
The Consumer—Attitudes toward Make-up
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- Key points
- Consultant advice is key when buying make-up
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- Figure 31: Consumer attitudes toward make-up, October 2013
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- Figure 32: Women who consider factors as “very important” or “important” in the purchase of beauty products, by age group, January 2013
- Make-up kits are more appealing to younger consumers
- Consumers are willing to pay more for added-value items
- Wearing make-up boosts confidence and professional image
Appendix
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- The consumer: usage and frequency
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- Figure 33: Frequency of using make-up, October 2013
- Figure 34: Frequency of using make-up—Users make-up lip, by demographics, October 2013
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- Figure 35: Frequency of using make-up—Users make-up eye, by demographics, October 2013
- Figure 36: Frequency of using make-up—Users make-up face, by demographics, October 2013
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- Figure 37: Frequency of using make-up—Lipstick, by demographics, October 2013
- Figure 38: Frequency of using make-up—Lip gloss, by demographics, October 2013
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- Figure 39: Frequency of using make-up—Lip liner/pencil, by demographics, October 2013
- Figure 40: Frequency of using make-up—Eye shadow, by demographics, October 2013
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- Figure 41: Frequency of using make-up—Mascara, by demographics, October 2013
- Figure 42: Frequency of using make-up—Eyeliner/eye pencil, by demographics, October 2013
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- Figure 43: Frequency of using make-up—Liquid eyeliner, by demographics, October 2013
- Figure 44: Frequency of using make-up—Face powder, by demographics, October 2013
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- Figure 45: Frequency of using make-up—Eyebrow make-up, by demographics, October 2013
- Figure 46: Frequency of using make-up—Foundation, by demographics, October 2013
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- Figure 47: Frequency of using make-up—Blusher, by demographics, October 2013
- Figure 48: Frequency of using make-up—Concealer, by demographics, October 2013
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- Figure 49: Frequency of using make-up—Primer, by demographics, October 2013
- Figure 50: Frequency of using make-up—BB cream, by demographics, October 2013
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- Figure 51: Frequency of using make-up—Nail polish, by demographics, October 2013
- Purchase channel
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- Figure 52: Purchase channel, October 2013
- Figure 53: Most popular purchase channel, by demographics, October 2013
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- Figure 54: Next most popular purchase channel, by demographics, October 2013
- Figure 55: Other purchase channel, by demographics, October 2013
- Make-up usage habits
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- Figure 56: Make-up usage habits, October 2013
- Figure 57: Most popular make-up usage habits, by demographics, October 2013
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- Figure 58: Next most popular make-up usage habits, by demographics, October 2013
- Figure 59: Other make-up usage habits, by demographics, October 2013
- Consumer attitudes
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- Figure 60: Consumer attitudes, October 2013
- Repertoire analysis
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- Figure 61: Repertoire of frequency of using make-up, by demographics, October 2013
- Figure 62: Repertoire of purchase channel, by demographics, October 2013
- Figure 63: Purchase channel, by repertoire of purchase channel, October 2013
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