Table of Contents
Overview
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- Definition
Executive Summary
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- The market
- Sales should grow at a faster pace from 2017
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- Figure 1: Forecast for retail sales of color cosmetics, by value, Brazil, 2012-22
- Market share
- Avon and Boticario lead retail sales in 2016
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- Figure 2: Top companies' retail sales shares in color cosmetics, by value, Brazil, 2015-16
- The consumer
- The benefit of sun protection can stand out in seasonal color cosmetics
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- Figure 3: Important benefits (skin, lips, and eyes), Brazil, April 2017
- Color cosmetics with a matte effect can deliver many benefits
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- Figure 4: Color choices, Brazil, April 2017
- Charcoal can be used in in liquid makeup removers
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- Figure 5: Makeup routine, Brazil, April 2017
- Cushion makeup is evolving and attracting consumers
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- Figure 6: Interest in innovation, Brazil, April 2017
- Digital services can increase products’ visibility
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- Figure 7: Purchase drivers, Brazil, April 2017
- What we think
Issues and Insights
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- How to add new claims to makeup and nail polish products
- Facts
- Implications
- How to innovate with micellar waters that remove makeup
- Facts
- Implications
The Market – What You Need to Know
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- Sales of color cosmetics should improve in 2017
- Lips and eyes products have boosted retail sales
- Products for men, anti-sweat, and digital technologies will impact the sector
Market Size and Forecast
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- Sales in the category felt the economic crisis in 2016
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- Figure 8: Retail sales of color cosmetics, by value, Brazil, 2012-22
- Figure 9: Forecast for retail sales of color cosmetics, by value, Brazil, 2012-22
- The “lipstick effect” seems to have influenced sales during the crisis
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- Figure 10: Retail sales of color cosmetics, by segment, by value, Brazil, 2015-16
Market Drivers
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- Companies seek to increase makeup consumption among men
- Virtual reality apps dictate new consumption behaviors
- Search for physical health opens up opportunities
Key Players – What You Need to Know
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- Despite slower growth, Avon still leads retail sales
- Boticario Group and Natura ranked second and third
- There is room for innovations in nail polishes, customizable products, and hypoallergenics
Market Share
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- Avon, Boticario and Natura account for almost half of retail sales
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- Figure 11: Top companies' retail sales shares in color cosmetics, by value, Brazil, 2015-16
Who’s Innovating?
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- There is space to innovate in the subcategory of nail polishes
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- Figure 12: New product launches for nails, by type, by top 5 countries, January 2014-April 2017
- Hypoallergenic benefit may be inspired by dermocosmetics
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- Figure 13: Percentage of color cosmetics global launches*, by 'hypoallergenic' claim, by top 5 countries and Brazil, January 2014-April 2017
- Customized products represent a strongest trend
The Consumer – What You Need to Know
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- Brazilians seem concerned about health and sustainability
- Colors with a matte effect are more appealing to young women, while colors with a sparkling effect attract more older women
- Makeup routine seems to be different between age groups
- Cushions for lips and eyes are opportunities for innovation in Brazil
- Women from AB socioeconomic group seek appealing color and attractive finishing effect, as well as experimentation of the product
Important Benefits
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- Sun protection benefit can stand out in seasonal makeup
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- Figure 14: Important benefits (skin, lips, and eyes), Brazil, April 2017
- Vegan and cruelty-free nail polishes can innovate in formats
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- Figure 15: Important benefits, nail polishes, Brazil, April 2017
Color Choices
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- Makeup with a matte effect can deliver many benefits to consumers
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- Figure 16: Color choices, Brazil, April 2017
- Lipstick with sparkling effect and anti-aging ingredients can appeal to women aged 45+
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- Figure 17: Color choices, by selected phrases and age, Brazil, April 2017
- Promotions of seasonal products can boost purchase by Baby Boomers
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- Figure 18: Color choices, by selected phrases and generation, Brazil, April 2017
Makeup Routine
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- Charcoal can be explored in liquid makeup removers
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- Figure 19: Makeup routine, Brazil, April 2017
- Combined purchases can encourage consumption among youngsters
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- Figure 20: Makeup routine, by selected phrases and age, Brazil, April 2017
- Multifunctional removers can appeal to women aged 16-24
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- Figure 21: Makeup routine, Brazil, April 2017
Interest in Innovation
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- Cushions are evolving and attracting Brazilian consumers
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- Figure 22: Interest in innovation, Brazil, April 2017
- There are opportunities to attract C12 consumers with contouring makeup
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- Figure 23: Interest in innovation, by innovation selected and socioeconomic group, Brazil, April 2017
- Makeups inspired by films may appeal to Millennials
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- Figure 24: Interest in innovation, by selected innovations and generation, Brazil, April 2017
Purchase Drivers
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- Digital services can increase the visibility of products
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- Figure 25: Purchase drivers, Brazil, April 2017
- Brands may attract young Millennials with premium products
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- Figure 26: Purchase drivers, by selected reason and age group, Brazil, April 2017
- Experimentation is important for AB consumers
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- Figure 27: Purchase drivers, by selected reasons and socioeconomic group, Brazil, April 2017
Appendix – Market Size and Forecast
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- Figure 28: Retail sales of color cosmetics, by value, Brazil, 2012-22
- Figure 29: Forecast for retail sales of color cosmetics, by value, Brazil, 2012-22
- Figure 30: Top companies' retail sales shares in color cosmetics, by value, Brazil, 2015-16
- Abbreviations
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