Table of Contents
Executive Summary
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- The market
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- Figure 1: Best- and worst-case forecasts of Brazilian value sales of facial skincare products, 2009-19
- Companies, brands, and innovation
- Three companies are responsible for almost half of category sales
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- Figure 2: Market share of companies in the Brazilian facial skincare category, by % value retail sales, 2012-13
- The consumer
- The most common skin types in Brazil are normal and oily
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- Figure 3: Brazilian skin types, April 2014
- Cleansing, protection, and treatment of specific problems are the main reasons for the usage of facial skincare products
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- Figure 4: Main reasons for the usage of facial skincare products, April 2014
- Only a small proportion of facial skincare product users spend more than R$ 60 in the category
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- Figure 5: Average expenditure by Brazilians on different skincare product segments, April 2014
- Attitudes toward facial skincare products are influenced by the strong presence of national brands
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- Figure 6: Attitudes toward facial skincare products, April 2014
- What we think
Market – Key Points
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- Skincare products for oily skin have the potential to appeal to half of the population
- Different formats of cleansing products can appeal to Brazilian consumers
- Investing in opinion formers and influencers can help increase average expenditure on facial skincare products
Trend Application
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- Trend: Man in the Mirror
- Trend: Rebirth of the Cities
Who’s Innovating?
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- Key points
- The alphabet formulations: CC creams follow the success of BB creams
- Professional results can be achieved by using beauty devices
- Products using an “anti-pollution” claim could stand out in the market
- Nutricosmetics: mixing food and facial skincare categories
Market and Forecast
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- Key points
- In 2013, anti-aging and moisturizing products drove category’s growth
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- Figure 7: Brazil retail value sales of facial skincare products, by segment, 2009-13
- Figure 8: Brazil retail value sales of facial skincare products, by segment, 2009-13
- The forecast is for growth in the next five years
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- Figure 9: Best- and worst-case forecasts of Brazilian value sales of facial skincare products, 2009-19
- Anti-aging products
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- Figure 10: Best- and worst-case forecasts of Brazilian value sales of anti-aging products, 2009-19
- Facial cleansers
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- Figure 11: Best- and worst-case forecasts for Brazil value sales of facial cleansers, 2009-19
- Moisturizers
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- Figure 12: Best- and worst-case forecasts for Brazil value sales of moisturizers, 2009-19
- Masks
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- Figure 13: Best- and worst-case forecasts for Brazil value sales of facial masks, 2009-19
- Specialized products
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- Figure 14: Best- and worst-case forecasts for Brazil value sales of specialized facial skincare products, 2009-19
- Factors used in the forecast
Market Share
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- Key points
- Three companies are responsible for almost half of category sales
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- Figure 15: Market share of companies in the Brazilian facial skincare category, by % value retail sales, 2012-13
Companies and Brands
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- Avon
- Natura
- L'Oréal
The Consumer – Facial Skin Types
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- Key points
- Most Brazilians describe their skin type as normal or oily
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- Figure 16: Brazilian Skin Types, April 2014
- The differences in perception by men and women
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- Figure 17: Brazilian skin types, by gender, April 2014
- The different perceptions according to the different Brazilian regions
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- Figure 18: Brazilian skin types, by region, April 2014
The Consumer - Main Reasons for the Usage of Skincare Products
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- Key points
- Cleansing, protection, and treatment of specific problems are the main reasons for the usage of facial skincare products
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- Figure 19: Main reasons for the usage of facial skincare products, April 2014
- Facial skincare products that promise to treat/prevent acne appeal to young adults
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- Figure 20: Reason for the usage of facial skincare products, to treat/prevent acne, by age group, April 2014
- Mature consumers are attracted to facial skincare products that promise to reduce expression lines and wrinkles
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- Figure 21: Reasons for the usage of facial skincare products, to reduce the appearance of wrinkles and expression lines, by age group, April 2014
The Consumer – Expenditure on Facial Skincare Products
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- Key points
- Only a small percentage of facial skincare product users spend more than R$ 60 in the different category segments
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- Figure 22: Brazilians’ average expenditure on facial skincare products, April 2014
- Anti-aging products could add value to the category trough dermocosmetics
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- Figure 23: Penetration of anti-aging facial skincare products among women, by age group, April 2014
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- Figure 24: Expenditure by women on anti-aging facial skincare products, April 2014
The Consumer – Attitudes Toward Facial Skincare Products
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- Key points
- Consumer attitudes are influenced by the strong presence of national brands
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- Figure 25: Attitudes toward facial skincare products, April 2014
- National brands have the potential to appeal to young consumers
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- Figure 26: Attitudes toward facial skincare products, by age group, April 2014
Appendix – The Market
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- Figure 27: Best- and worst-case forecasts for Brazil value sales of facial skincare products, 2014-19
- Figure 28: Best- and worst-case forecasts for Brazil value sales of anti-aging products, 2014-19
- Figure 29: Best- and worst-case forecasts for Brazil value sales of cleansing products, 2014-19
- Figure 30: Best- and worst-case forecasts for Brazil value sales of moisturizers, 2014-19
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- Figure 31: Best- and worst-case forecasts for Brazil value sales of facial masks, 2014-19
- Figure 32: Best- and worst-case forecasts for Brazil value sales of specialized facial skincare products, 2014-19
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Appendix – The Consumer
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- Skin types
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- Figure 33: Skin types, April 2014
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- Figure 34: Skin types, by demographics, April 2014
- Reasons for the usage of facial skincare products
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- Figure 35: Reasons for the usage of facial skincare products, April 2014
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- Figure 36: Reasons for the usage of facial skincare products, by demographics, April 2014
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- Figure 37: Reasons for the usage of facial skincare products, by demographics, April 2014 (cont.)
- Average expenditure per product
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- Figure 38: Average expenditure per product, April 2014
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- Figure 39: Average expenditure per product – Facial cleanser, by demographics, April 2014
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- Figure 40: Average expenditure per product – Toner, by demographics, April 2014
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- Figure 41: Average expenditure per product – Facial moisturizer, by demographics, April 2014
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- Figure 42: Average expenditure per product – Anti-aging moisturizer, by demographics, April 2014
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- Figure 43: Average expenditure per product – Acne treatment products, by demographics, April 2014
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- Figure 44: Average expenditure per product – Eye gel/cream, by demographics, April 2014
- Attitudes toward facial skincare products
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- Figure 45: Attitudes toward facial skincare products, April 2014
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- Figure 46: Attitudes toward facial skincare products, by demographics, April 2014
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- Figure 47: Attitudes toward facial skincare products, by demographics, April 2014 (cont.)
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- Figure 48: Attitudes toward facial skincare products, by demographics, April 2014 (cont.)
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