Table of Contents
Overview
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- Definition
Executive Summary
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- The consumer
- Most women apply make-up at the last stage of their beauty routine
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- Figure 1: Beauty routine – Brazil, January 2017
- Time-saving claims could appeal to older women
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- Figure 2: Morning usage of facial skincare products, by women – Brazil, January 2017
- Hair oils can innovate with new textures and ingredients
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- Figure 3: Daily usage of haircare products – Brazil, January 2017
- Homemade products gain popularity with DIY trend
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- Figure 4: Changes in beauty habits – Brazil, January 2017
- Textures, ingredients and formats can bring innovation to the deodorants category
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- Figure 5: Beauty routine behavior – Brazil, January 2017
- What we think
Issues and Insights
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- How can brands encourage consumers to take up more sustainable beauty habits?
- The facts
- The implications
- How can brands attract consumers who stopped going to beauty salons and clinics?
- The facts
- The implications
- How could brands offer consumers more practical cosmetics?
- The facts
- The implications
- How could brands encourage more middle-class consumers to use more make-up?
- The facts
- The implications
The Market – What You Need To Know
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- Percentage of unemployed women was higher than of men
- Consumption of fatty foods can affect skin quality
Market Drivers
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- Unemployment among women in 2016 can affect the beauty market
- Greasy food has an impact on skin quality
Who's Innovating?
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- Hair treatment products emission control can conquer consumers
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- Figure 6: Global launches of skincare products* with antipollution claims**, by top 5 countries and Brazil, January 2014-December 2016
- Beard/mustache treatment products can use new claims
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- Figure 7: Launches of beard and mustache products*, by launch type, Brazil, January 2014-December 2016
- New luxury: cosmetics are becoming increasingly personalized
- Virtual mirrors will become part of the beauty routine
The Consumer – What You Need to Know
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- Brazilians begin their beauty routine with facial and body skincare products
- Marketing actions could boost use by men
- Cleansing conditioners and hair oils appeal to female consumers
- DIY sustainability has changed the Brazilian’s beauty routines
- Almost 7 in every 10 Brazilians will not leave the house without wearing deodorant
Beauty Routine
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- Make-up is the last product most women apply
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- Figure 8: Women beauty routine – Brazil, January 2017
- Beard/mustache products can be applied at the beginning and end of men’s beauty routines
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- Figure 9: Men's beauty routine – Brazil, January 2017
Usage of Facial Skincare Products in the Morning
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- Time-saving claims can appeal to older women
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- Figure 10: Usage of facial products in the morning, by women – Brazil, January 2017
- Marketing actions could increase use by men
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- Figure 11: USage of facial products in the morning, by men – Brazil, January 2017
- Affordable make-up can appeal to unemployed women
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- Figure 12: Usage of facial products in the morning, by type of make-up and employment – Brazil, January 2017
Daily Usage of Haircare Products
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- New ingredients and textures bring innovation to the hair oil category
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- Figure 13: Daily usafe of haircare products – Brazil, January 2017
- Cleansing conditioners appeal to young consumers aged 16-24
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- Figure 14: Daily usage of cleansing conditioners, by women and age group – Brazil, January 2017
- Use of hairstyling products by C12 consumers can increase with claim of shiny hair
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- Figure 15: Daily usage of heat protection products and hairstyling products, by socioeconomic group – Brazil, January 2017
Changes in Beauty Habits
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- Homemade products gain popularity with DIY trend
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- Figure 16: Changes in beauty habits – Brazil, January 2017
- Young men are the heaviest users of oral products
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- Figure 17: Changes in beauty habits, by selected statements, by gender and age group – Brazil, January 2017
- Sustainable actions can ensure brand loyalty
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- Figure 18: Changes in beauty habits, by selected statements and gender – Brazil, January 2017
Beauty Routine Behavior
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- Textures, ingredients and formats can bring innovation to the deodorant category
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- Figure 19: Beauty routine behavior – Brazil, January 2017
- Double cleansing products can appeal to mature women
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- Figure 20: Beauty routine behavior, by selected statement, female respondents and age group – Brazil, January 2017
Appendix – Abbreviations
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