Table of Contents
Executive Summary
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- Challenges
- Retail sales growth slows to three-year low
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- Figure 1: Forecast for the facial skincare retail market, by value – Brazil, 2012-22
- There are few launches of anti-pollution facial soaps
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- Figure 2: Launches of soaps (bar/liquid), by "anti-pollution"* claim, by top five countries, Jan 2015-Sep 2017
- Brands could convince mature men to use certain facial cosmetics
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- Figure 3: Usage of facial exfoliators among men, September 2017
- Women are buying less facial cosmetics
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- Figure 4: Attitudes toward facial skincare products, by specific phrases and gender, September 2017
- Opportunities
- Industry can develop cosmetics with visible blue light protection
- Facial masks with better value for money can help in times of crisis
- There is space for probiotic and vegan products
- What we think
The Market – What You Need to Know
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- Economic recession has damaged retail sales
- Anti-aging facial products boost the category
- Psoriasis affects five million people in Brazil
- New needs arise in the market of facial products
Market Size and Forecast
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- Facial skincare market is driven by sales of anti-aging products
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- Figure 5: Retail sales of facial skincare products, by value – Brazil, 2012-22
- Figure 6: Forecast for the facial skincare retail market, by value – Brazil, 2012-22
Market Drivers
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- Market lacks products developed for skin with psoriasis
- Usage of electronic devices opens opportunities for new products
- Launches of vegan facial cosmetics increase globally
Key Players – What You Need to Know
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- Avon leads sales of facial skincare products
- Marketing campaigns fight prejudice
- Anti-pollution benefit can be used in facial soaps
- Probiotics and ingredients that can replace water have opportunities
Market Share
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- Avon leads retail sales of facial skincare products
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- Figure 7: Retail market share of facial skincare products, by value – Brazil, 2015-16
Marketing Campaigns and Actions
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- Avon highlights gender diversity
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- Figure 8: Avon's "Democracy on Skin" campaign, June 2016
- Natura tackles stigma faced by mature women
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- Figure 9: Natura's "#VelhaPra" campaign, August 2017
- Natura has also launched a campaign for the new Chronos
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- Figure 10: Natura's "Silence" campaign, October 2017
- O Boticário launches campaign to disseminate new male products
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- Figure 11: O Boticário's "Para o Você que Existe no Ogro" campaign, May 2016
- L'Oréal Paris launches new signature for facial skincare line
Who's Innovating?
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- Anti-pollution soaps can be better explored
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- Figure 12: Launches of soap (bar/liquid), by "anti-pollution"* claim, by top five countries, Jan 2015-Sep 2017
- Probiotics have been increasingly used in formulations
- Water becomes luxury ingredient in the formulations of facial cosmetics
The Consumer – What You Need to Know
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- Men and women differ regarding the perception of their skin types
- Usage of masks and facial scrubs is still low
- Dark circles and puffy eyes are problems reported by women
- Many Brazilians do not know which facial product to use
- Women are buying less facial skincare products
Skin Types by Occasion
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- Limited winter editions can appeal to women
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- Figure 13: Skin types by occasions, "during colder days," by gender, September 2017
- Anti-sweat products focused on exercises can attract young men
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- Figure 14: Skin types by occasions, "when exercising," among men, September 2017
- Rinse-off anti-aging cosmetics can attract Brazilians with oily skin
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- Figure 15: Skin types by occasions, by usage of anti-aging creams, September 2017
Product Usage
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- Facial masks may be a cheaper alternative
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- Figure 16: Product usage, September 2017
- Mature men use few facial scrubs
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- Figure 17: Usage of facial exfoliators among men, September 2017
- Men’s interest in appearance care can boost usage
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- Figure 18: Product usage, by gender, September 2017
Skin Concerns
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- Many Brazilians with acne do not use products to treat the problem
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- Figure 19: Skin concerns, September 2017
- Coal and coffee have been used to formulate products for the eye area
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- Figure 20: Skin concerns, dark circles and puffy eyes, by gender, September 2017
- Brazilian market lacks skin brightening products
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- Figure 21: Skin concerns, change in skin tone, among women by age, September 2017
Barriers
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- Many Brazilians do not know which products are ideal for their skin
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- Figure 22: Barriers, September 2017
- AB consumers may be interested in multifunction premium products
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- Figure 23: Barriers, by specific phrase and socioeconomic group, September 2017
Attitudes toward Facial Skincare Products
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- Dermocosmetics are well regarded by Brazilians
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- Figure 24: Attitudes toward facial skincare products, September 2017
- Women are buying less facial cosmetics
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- Figure 25: Attitudes toward facial skincare products, by specific phrases and gender, September 2017
- There are opportunities for customized premium cosmetics
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- Figure 26: Attitudes toward facial skincare products, by specific phrase and gender, September 2017
Appendix – Abbreviations
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- Abbreviations
Appendix – Market Size and forecast
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- Market size and forecast
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- Figure 27: Retail sales of facial skincare products, by value – Brazil, 2012-22
- Figure 28: Forecast for the facial skincare retail market, by value – Brazil, 2012-22
- Figure 29: Retail market share of facial skincare products, by value – Brazil, 2015-16
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