Table of Contents
Executive Summary
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- Challenges
- Eyeliners are more likely to be used for a special occasion
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- Figure 1: Products used and usage occasions, mascara and eye pencil/eyeliner – Brazil, May 2019
- Lip makeup with natural ingredients appeals to older generations
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- Figure 2: Benefits sought – Lip makeup, natural ingredients, by age group – Brazil, May 2019
- Almost half of the Brazilian women do not use facial illuminator
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- Figure 3: Benefits sought – Facial makeup – Brazil, May 2019
- Opportunities
- Lipsticks with matte finish still bring opportunities
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- Figure 4: Benefits sought – Lip makeup – Brazil, May 2019
- Makeups to be used on the go appeal to Brazilians
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- Figure 5: Interest in products – Brazil, May 2019
- Makeups that can be mixed to create unique colors appeal to Millennials
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- Figure 6: Interest in products, customized makeup, by generation – Brazil, May 2019
- What we think
Market Drivers
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- Makeup category tends to focus on social inclusion
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- Figure 7: Sephora’s “Identify as We: Gender” campaign, June 2019
- Makeups for mature skin are still a niche in Brazil
- Brazil has high levels of air pollution and UV rays
Key Players – What You Need to Know
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- Avon keeps the market leadership
- Brands of makeup and nail polish invest in advertising
- Brazilian women don’t seem to understand the benefits of primers
- Glossier and CoverGirl appeal to consumers with different strategies
Market Share
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- Avon keeps the color cosmetic market leadership in 2018
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- Figure 8: Leading companies’ retail sales share of color cosmetics, by value - Brazil, 2017-18
Marketing Campaigns and Actions
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- Makeup campaigns
- Avon innovates in Brazil with lipstick in a cushion format
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- Figure 9: Mark new powder lipstick, May 2019
- Avon makes an unprecedented action to launch its mascara
- Soccer player Marta takes part in Avon’s makeup campaign
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- Figure 10: Avon’s Big&Extreme campaign, July 2018
- Estrela launches makeup line aimed at kids
- Natura Aquarela innovates in terms of packaging, formulas, and shades
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- Figure 11: Natura Aquarela campaign, June 2018
- Natura embraces diversity in a new campaign
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- Figure 12: Natura Faces campaign, May 2019
- Eudora launches Eudora Glam with a super matte effect
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- Figure 13: Eudora Glam campaign, March 2019
- Eudora launches Eudora Glow collection after two months
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- Figure 14: Eudora Glow campaign, May 2019
- Gisele Bundchen stars Boticário’s campaign once again
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- Figure 15: O Boticário’s Make B campaign, March 2019
- Boticário invites singer Anita to create new lipstick colors
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- Figure 16: Boticario Intense campaign, October 2018
- Lancôme makes action at Sephora stores to market new matte lipstick
- Sephora and LinkedIn partner on Labor Day
- Hinode distributes its products to Glambox subscribers
- Vult makes promotion with actor Caio Castro
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- Figure 17: Vult campaign, August 2018
- Quem Disse Berenice? launches lipsticks with Taís Araújo
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- Figure 18: Quem disse, Berenice? campaign, October 2018
- Nail polish campaigns
- Risqué launches five tones of creamy and metalized nude
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- Figure 19: Risqué Nude Mistura Brasileira campaign, November 2018
- Risqué also launches a collection in partnership with Coca-Cola
- Avon launches nail polish that dries in a minute
- Colorama brings back colors that were a success
Who’s Innovating?
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- Primers can encourage use by communicating the benefits of facial products
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- Figure 20: Launches of facial makeup products, by year – Brazil, January 2015-June 2019
- Brands innovate to develop sustainable makeups
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- Figure 21: Launches of makeup products, by “Ethical – Environmentally Friendly Packaging” claim – Brazil, January 2016-June 2019
- Facial makeup with probiotics can provide benefits to the skin
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- Figure 22: Launches of facial makeup products*, by “moisturizer,” “highlighter/whitening,” and “anti-aging” claims – Top five countries and Brazil, January 2015-June 2019
Case Studies
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- Glossier becomes an absolute success in the US thanks to its proximity to customers
- CoverGirl reaches more than 30 million people with a video that supports individuality
The Consumer – What You Need to Know
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- There is space to boost consumption of BB/CC creams, eyeliners and blushes
- Illuminators can innovate with gel/jelly format
- Mascaras can offer more convenience with packaging that facilitates use on the go
- Lip makeups with matte effect bring many opportunities
- Survey reveals interests in innovations
- Brazilian women have an interest in technologies that help them choose makeup products
Products Used and Usage Occasions
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- BB/CC creams can focus on protection against external aggressors such as pollution
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- Figure 23: Products used and usage occasions, foundation and BB/CC cream, for a typical day – Brazil, May 2019
- There are opportunities to increase daily usage of eyeliners
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- Figure 24: Products used and usage occasions, mascara and eye pencil/eyeliner – Brazil, May 2019
- Women who are employed may be interested in fast-drying nail polishes
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- Figure 25: Products used and usage occasions, nail polish, by working status – Brazil, May 2019
- ‘Draping’ technique could boost usage of blush on normal days
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- Figure 26: Products used and usage occasions, blush – Brazil, May 2019
Benefits Sought – Facial Makeup
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- Illuminators in gel format can bring innovation to the segment
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- Figure 27: Benefits Sought – Facial makeup – Brazil, May 2019
- Long-wear and sun protection stand out when it comes to facial makeup
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- Figure 28: TURF analysis – Benefits sought – Facial makeup – Brazil, May 2019
- Oil-free facial makeup can be communicated directly to young consumers
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- Figure 29: Benefits sought – Facial makeup, oil-free, by age group – Brazil, May 2019
Benefits Sought – Mascara
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- Volumizing mascara can stand out with on-the-go packages
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- Figure 30: Benefits sought – Mascara – Brazil, May 2019
- Analysis reveals the benefits offered by the ideal mascara
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- Figure 31: TURF analysis – Benefits sought – Mascara – Brazil, May 2019
Benefits Sought – Lip Makeup
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- Lipsticks with matte finish still bring opportunities
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- Figure 32: Benefits sought – Lip makeup – Brazil, May 2019
- Ideal lip makeup is moisturizing, long-wear and plumping
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- Figure 33: TURF analysis – Benefits sought – Lip makeup – Brazil, May 2019
- Women aged 45+ have an interest in lip makeups with natural ingredients
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- Figure 34: Benefits sought – Lip makeup, natural ingredients, by age group – Brazil, May 2019
Interest in Products
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- Makeup formats could innovate more to be used on the go
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- Figure 35: Interest in products – Brazil, May 2019
- Multipurpose products could have special launches for Mother’s Day
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- Figure 36: Interest in products, multipurpose makeup, by children in the household – Brazil, May 2019
- Makeups that can be mixed to create unique colors appeal to Millennials
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- Figure 37: Interest in products, customized makeup, by generation – Brazil, May 2019
Interests in Technology
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- Millennials are more likely to use apps that allow you to “try on” makeup
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- Figure 38: Interests in technology – Brazil, May 2019
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- Figure 39: ColourMe app launch at Watsons – Malaysia, June 2019
- Women need help to understand which products suit their skin
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- Figure 40: Interests in technology, by selected technology and age group – Brazil, May 2019
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 41: Retail sales of color cosmetics, by value - Brazil, 2014-19
- Market share
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- Figure 42: Leading companies’ retail sales share of color cosmetics, by value - Brazil, 2017-18
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