Table of Contents
Executive Summary
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- The market
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- Figure1: Best- and worst-case forecast for retail sales of color cosmetics, by value, Brazil 2009-19
- Companies and brands
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- Figure 2: Top companies’ retail value shares in color cosmetics, by value, Brazil 2013-14
- The consumer
- Nail and lip products are the most used color cosmetics by Brazilian women
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- Figure 3: Use of color cosmetics, Brazil, January 2015
- Consumers are willing to pay more for face makeup products and less for nail polish
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- Figure 4: Price consumers are willing to pay for color cosmetics, Brazil, January 2015
- 32% of Brazilian women always have some kind of makeup in their bag
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- Figure 5: Behavior toward using color cosmetics, Brazil, January 2015
- 29% of Brazilian women buy makeup twice a year or less
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- Figure 6: Behavior toward using color cosmetics, Brazil, January 2015
- Young consumers of makeup look for products with moisturizing claims
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- Figure 7: Benefits of color cosmetics, Brazil, January 2015
- What we think
Issues and Insights
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- Older consumers use fewer color cosmetics, while younger ones own several products
- Female consumers of color cosmetics look for products that improve skin texture
- Waterproof products are popular among Brazilian users of color cosmetics
Trend Application
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- Trend: Guiding Choice
- Trend: The Real Thing
- Trend: Make it Mine
Who is Innovating?
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- Key points
- Share of new product launches with “long-lasting” and “easy to use” claims was low in 2014
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- Figure 8: New product launches in the color cosmetics category, % share by type of claim, January 2012- December 2014
- The highest number of new product launches since 2011 is in the nail polish segment
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- Figure 9: New product launches in the cosmetics category, % by segment, January 2012-December 2014
- Multifunctional products were well represented in new product launches in 2014
Market and Forecast
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- Key points
- With an unstable economy, the color cosmetics category should grow at more moderate rates in the next few years
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- Figure 10: Retail sales of color cosmetics, by value, Brazil, 2009-19
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- Figure 11: Best- and worst-case forecast for retail sales of color cosmetics, by value, Brazil, 2009-19
- Retails sales of facial skincare products grew the most from 2013-14
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- Figure 12: Retail value sales of color cosmetics, by segment, Brazil 2013-14
- Forecast methodology
Market Share
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- Key points
- Avon’s relaunch of its makeup range and the launch of a new premium range made the company top of the market
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- Figure 13: Top companies’ shares in the Brazil color cosmetic retail market, by value, Brazil 2013-14
Companies and Brands
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- Avon
- Botica Commercial Pharmaceutical Ltda
- Natura Cosméticos Ltda
The Consumer – Use of Color Cosmetics
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- Key points
- Nail and lip products are the most used color cosmetics by Brazilian women
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- Figure 14: Color cosmetics, Brazil, January 2015
- Brazilian women are more likely to use lipstick/lip gloss than lip liner/pencil
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- Figure 15: Use of color cosmetics, by age group, Brazil, January 2015
- Mascara is the most used eye makeup by young women aged 16-24; while eye shadow is more used by women aged 35-44
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- Figure 16: Use of mascara, eye shadow and eyeliner/eye pencil, by age group, Brazil, January 2015
The Consumer – Price Consumers are Willing to Pay
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- Key points
- Consumers are willing to pay more for face makeup products and less for nail polish
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- Figure 17: Price consumers are willing to pay for color cosmetics, Brazil, January 2015
- Brazilian women aged 16-34 are more willing to pay over R$40 for makeup products
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- Figure 18: Price paid for color cosmetics, by age, Brazil, January 2015
The Consumer - Behavior toward Using Color Cosmetics
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- Key points
- 32% of Brazilian women always have some kind of makeup in their bag
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- Figure 19: Behavior toward using color cosmetics, Brazil, January 2015
- Young women aged 16-24 are more likely to be influenced by friends and specialized beauty websites
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- Figure 20: Agreement with the statement “I like to try out different makeup by watching tutorials on specialized websites,” by age, Brazil, January 2015
- Older women tend to look for color cosmetics with anti-aging properties, while younger ones are attracted to products that hide facial imperfections
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- Figure 21: Agreement with the statements “I use makeup with anti-aging properties” and “I only use makeup to hide facial skin imperfections”, by age, Brazil, January 2015
The Consumer – Behavior toward Buying Color Cosmetics
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- Key points
- 29% of Brazilian women buy makeup twice a year or less
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- Figure 22: Behavior toward buying color cosmetics, Brazil, January 2015
- Young Brazilian women are more likely to buy makeup products out of habit
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- Figure 23: Behavior toward buying color cosmetics, by age, Brazil, January 2015
- Consumers in the South are the ones who buy makeup the most
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- Figure 24: Behavior toward buying color cosmetics, by region, Brazil, January 2015
The Consumer – Benefits of Color Cosmetics
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- Key points
- Young consumers of makeup look for products with moisturizing claims
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- Figure 25: Benefits of color cosmetics, Brazil, January 2015
- Women aged 45+ are more likely to look for anti-aging products
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- Figure 26: Benefits of color cosmetics, by age, Brazil, January 2015
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