Not even the ‘lipstick effect’ could help the retail sales of color cosmetics in Brazil in 2015. Mintel estimates the market grew only 3.5% last year, reaching a total value of R$6.55 billion, a 4.5 p.p. (percentage points) drop compared to 2014 sales. This is likely due to higher IPI (tax on industrialized products) on cosmetics and instability caused by a stronger US dollar. Although the current economic scenario in the country is not favorable, it is possible to explore some market opportunities and boost consumption, as this Report shows.
Definition
This Report examines the usage of makeup (face, eye and lip) and nail color by women in Brazil. Market data consider all retail channels, including direct to consumer and selective physical stores.
Market data and the consumer sections include the following four categories of cosmetics:
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Face makeup: blushes, bronzers, concealers, foundation, powder, primers;
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Eyes makeup: brow, lash/mascaras, liner/pencils, and shadow products;
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Lips makeup: lipstick/gloss, lip liner/pencil;
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Nail: nail polish and varnish.
The following products are excluded from this Report: nail varnish remover, medicated products including lip salves, and false nails and eyelashes.
In addition, some categories were included in the consumer sections, but not in market data:
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Face makeup: BB cream/CC cream (multifunction product with moisturizer, sunscreen, foundation etc).
The consumer research was conducted by Ipsos Brazil with 750 women aged 16+ in February 2016 (see Appendix – Methodology and Definitions). Detailed demographics are in the Databook.
This Report responds the following fundamental questions:
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In which occasions do Brazilian women use each type of color cosmetics products?
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Which attitudes do Brazilian women have in relation to color cosmetics advertising?
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Which behaviors do Brazilian women have when buying color cosmetics products?
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Which innovative color cosmetics products would Brazilian women be interested in buying?
