Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- Challenges
- International brands close and open stores in Brazil
- Physical stores and direct sales appeal to women in the Northeast
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- Figure 1: Color cosmetic money involvement, by nail products and region, May 2018
- Pharmacies need to do more to keep attracting consumers
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- Figure 2: Retailers shopped, May 2018
- Opportunities
- Social networks offer space to sell products and attract consumers
- Eye shadow with adaptive colors can boost consumption
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- Figure 3: Products used, May 2018
- Miniatures can prevent customers from migrating to cheaper brands
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- Figure 4: Color cosmetic money involvement, May 2018
- What we think
The Market – What You Need to Know
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- Retail sales keep growing, but at a slower pace
- Brands are adopting new communication strategies
Market Size and Forecast
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- Retail sales have benefited from affordable prices and women’s participation in the labor market
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- Figure 5: Retail sales of color cosmetics, by value – Brazil, 2013-23
- Figure 6: Forecast for retail sales of color cosmetics, by value – Brazil, 2013-23
Market Drivers
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- Brands start including minority groups in their communications
- International brands open and close stores in Brazil
- Social networks offer space to sell products and attract consumers
- Mobile apps provide accurate information to brands
- Brands and retailers back ending animal tests
Key Players – What You Need to Know
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- Avon leads color cosmetics market
- Marketing campaigns reflect the new reality
- Scented makeup and coffee- and milk-based nail polish
Market Share
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- Brazilian companies have important participation in sales
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- Figure 7: Top companies' retail sales shares in color cosmetics, by value – Brazil, 2016-17
Marketing Campaigns and Actions
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- Natura innovates with a unisex makeup line
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- Figure 8: Natura's campaign, April 2017
- Drag queen stars in new Natura’s campaign
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- Figure 9: Natura's campaign, June 2017
- Color Trend creates a campaign focused on inclusiveness
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- Figure 10: Color Trend's campaign, June 2017
- Avon launches eyelashes mask in gel format
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- Figure 11: Avon's campaign, July 2017
- Avon launches ad with Paolla Oliveira to promote new lipstick
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- Figure 12: Avon's campaign, January 2018
- Avon invites empowered women to communicate new foundation
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- Figure 13: Avon's campaign, March 2018
- Hinode creates its first media campaign
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- Figure 14: Hinode's campaign, March 2018
- Gisele Bündchen launches O Boticário’s campaign
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- Figure 15: O Boticário's campaign, April 2018
- Jequiti promotes initiative to help women feel good during job interviews
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- Figure 16: Jequiti's campaign, May 2018
- Second phase of Risqué’s Minnie Mouse campaign is launched
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- Figure 17: Risqué's campaign, May 2018
- Impala launches a new line in partnership with Lethicia Bronstein
- Avon launches promotion with international travel as a prize
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- Figure 18: Avon's campaign, June 2018
Who’s Innovating?
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- Line extensions with scented makeup can attract Brazilian women
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- Figure 19: Percentage of color cosmetics global launches positioned as "scented" and "perfumed", by top 5 countries and Brazil, January 2015-May 2018
- Coffee and milk can be explored as ingredients in nail polish
- Opportunity to develop nail polish to be used at home
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- Figure 20: Nail polish launches in Brazil, by positioning, January 2015-May 2018
The Consumer – What You Need to Know
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- Eye shadow, foundation, and eyebrow makeup can innovate
- Some women have spent less with makeup and nail polish
- Young women are more likely to spend more time in their beauty routine
- Pharmacies become the main sales channel
- Some women seek nail polish that helps nail growth
- Brands need to develop nail polish that can be easily removed
- Quality of nail polish bottles is as important as the product
Products Used
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- Eye shadow with customized color can boost consumption
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- Figure 21: Products used, May 2018
- Brands can position foundation in stick format as easy to use
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- Figure 22: Products used, by foundation and format, May 2018
- Eyebrow makeup in different formats and textures appeal to Millennials
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- Figure 23: Products used, by Millennials and eyebrow makeup, May 2018
Color Cosmetic Money Involvement
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- Miniatures can prevent customers from migrating to cheaper brands
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- Figure 24: Color cosmetic money involvement, May 2018
- Eye makeup for women aged 45-64 can engage these consumers more
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- Figure 25: Color cosmetic money involvement, by makeup and age group, May 2018
- Physical stores and direct sales appeal to women in the Northeast
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- Figure 26: Color cosmetic money involvement, by nail products and region, May 2018
Color Cosmetic Time Involvement
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- Easy-to-use products can appeal to younger women
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- Figure 27: Color cosmetic time involvement, by age group, May 2018
- Presence of consultants can boost usage among C12 women
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- Figure 28: Color cosmetic time involvement, by socioeconomic group, May 2018
- Tutorials can invest in tips about lipstick
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- Figure 29: Color cosmetic time involvement, by selected products, May 2018
Retailers Shopped
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- Pharmacies need to do more to keep attracting consumers
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- Figure 30: Retailers shopped, May 2018
- There is space for partnerships between children, products, and makeup
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- Figure 31: Retailers shopped, by selected retailers and children at home, May 2018
- Sales via mobile apps can attract women who read beauty blogs
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- Figure 32: Retailers shopped, by selected retailers and behavior toward makeup, May 2018
Nail Polish Treatment Benefits
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- Oil-based nail polish to be used at night can appeal to women
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- Figure 33: Nail polish treatment benefits, May 2018
- Hand products that help keep nail polish when washing dishes
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- Figure 34: Nail polish treatment benefits, by selected benefits and money spent, May 2018
Behaviors toward Color Cosmetics
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- Nail polish that is easy to be removed can be a solution
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- Figure 35: Behaviors toward color cosmetics, May 2018
- Partnerships in social networks can engage more customers
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- Figure 36: Behaviors toward color cosmetics, May 2018
Attitudes toward Color Cosmetics
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- Nail polishes can highlight different brush benefits
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- Figure 37: Attitudes toward color cosmetics, May 2018
- Chemical-free nail polish can appeal to Generation X women
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- Figure 38: Attitudes toward color cosmetics, May 2018
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 39: Retail sales of color cosmetics, by value – Brazil, 2013-23
- Figure 40: Forecast for retail sales of color cosmetics, by value – Brazil, 2013-23
- Figure 41: Top companies' retail sales shares in color cosmetics, by value – Brazil, 2016-17
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