Table of Contents
Executive Summary
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- Challenges
- One quarter of Brazilian women have sensitive skin
- Body oils can innovate to boost consumption in Brazil
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- Figure 1: Products used – Brazil, July 2019
- Single-use products should focus on sustainability
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- Figure 2: Interest in skincare packaging, by women’s age groups - Brazil, July 2019
- Opportunities
- Dual-pack products offer convenience and customization
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- Figure 3: Interest in skincare packaging, by gender – Brazil, July 2019
- Relaxing ingredients can appeal to Brazilians
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- Figure 4: Interest in ingredients - Brazil, July 2019
- Products with ‘jelly’ texture can be positioned as ideal to men
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- Figure 5: Interest in skincare format, by men’s age group – Brazil, July 2019
- What we think
Market Drivers
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- One quarter of Brazilian women have sensitive skin
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- Figure 6: Mustela Stelatopia Skin Soothing Pajama campaign, July 2019
- Global warming and pollution favor emergence of acne and pimples
- More than 60% of Brazilians spend more than three hours per day using electronic devices
- Brazil has few products aimed at mature skin
Key Players – What You Need to Know
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- Categories have been marked by launches from some of the major brands in the country
- Trends such as sustainability, small-sized packaging and use of CBD oil can appeal to Brazilians
- Casa Feito Brasil and The Ordinary bring innovation to the skincare market
Marketing Campaigns and Actions
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- O Boticário Nativa SPA gains another fragrance
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- Figure 7: O Boticário Nativa SPA Baunilha Real campaign, April 2019
- Malbec Club is launched with six new products for men
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- Figure 8: O Boticário Malbec Club campaign, July 2018
- Avon launches a facial product with pure vitamin C
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- Figure 9: Avon Renew Vitamina C campaign, April 2019
- Brand launches an anti-acne product aimed at Generation Z
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- Figure 10: Acnase Avatar campaign, September 2018
- Dermocosmetic brand launches anti-acne products
- Protex launches facial skincare line for the first time
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- Figure 11: Protex Facial campaign, June 2019
- Natura Chronos launches an exclusive system of skin lightening
- New brand counts on the participation of female customers to develop its products
Who’s Innovating?
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- Skincare brands should invest in recycled packaging
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- Figure 12: Global launches of skincare products*, by “Ethical - Eco-friendly Packaging” claim – top 5 countries and Brazil, January 2016-July 2019
- Understanding the skin microbiome can help in the development of anti-acne products
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- Figure 13: Global launches of skincare products*, by “Anti-acne” claim – top 5 countries and Brazil, January 2016-July 2019
- Products in small-sized packages bring many opportunities to the category
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- Figure 14: Launches of skincare products*, by size in ml - Brazil, January 2016-July 2019
- CBD oil has been explored by the beauty industry
Case Studies
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- Casa Feito Brasil stands out with vegan products and innovative formats
- The Ordinary appeals to consumers with minimalist packaging
The Consumer – What You Need to Know
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- Most of Generation Z have oily or combination skin
- Only 23% of Brazilians use body oils
- Survey reveals the types of packaging that appeal to consumers
- There are innovation opportunities for skincare products in different formats
- Many Brazilians have an interest in ingredients that help them fall asleep
- Refill packs can be linked to sustainability
Skin Type and Skin Concerns
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- Well-known brands can innovate with products aimed at Generation Z
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- Figure 15: Facial skin type and skin concerns, Generation Z – Brazil, July 2019
- Brazilians with combination skin are great consumers of facial products
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- Figure 16: Facial skin type and skin concerns, oily and combination skin, by selected skin concerns – Brazil, July 2019
- There are few anti-stain facial products launched in Brazil
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- Figure 17: Skin concerns, by selected skin concern and parental status – Brazil, July 2019
- Facial cleansers for sensitive skin can attract women aged 35+
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- Figure 18: Skin concerns, by selected skin concern and women’s age groups – Brazil, July 2019
- In-shower moisturizers could boost consumption among Baby Boomers
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- Figure 19: Body skin type, dry skin by generation – Brazil, July 2019
Products Used
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- Body oils can innovate with easy-to-apply formats
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- Figure 20: Products used – Brazil, July 2019
- Hand and foot masks can appeal to women aged 55+
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- Figure 21: Products used, by women’s age groups – Brazil, July 2019
- It is important to educate consumers from the South how to use sunscreen correctly
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- Figure 22: Products used, by region – Brazil, July 2019
Interest in Skincare Packaging
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- Dual-pack products offer convenience and personalization
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- Figure 23: Interest in skincare packaging, by gender – Brazil, July 2019
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- Figure 24: Clinique iD campaign, Brazil, March 2019
- Brands need to rethink their packaging to attract women who are interested in single-use products
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- Figure 25: Interest in skincare packaging, by women’s age groups – Brazil, July 2019
- Products with fewer ingredients can appeal to Generation Z
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- Figure 26: Interest in skincare packaging, by generation – Brazil, July 2019
Interest in Skincare Format
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- Skincare wipes can be positioned as ideal for acne
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- Figure 27: Interest in skincare format – Brazil, July 2019
- Products in stick format can communicate usage by parents and children
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- Figure 28: Interest in skincare format, by children living in the household – Brazil, July 2019
- Refreshing products in jelly texture can appeal to men
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- Figure 29: Interest in skincare format, by men’s age group – Brazil, July 2019
Interest in Ingredients
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- Skincare products can explore ingredients that help consumers sleep better
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- Figure 30: Interest in ingredients – Brazil, July 2019
- Cica-based dermocosmetics can appeal to AB consumers
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- Figure 31: Interest in ingredients, by socioeconomic group – Brazil, July 2019
- Natural beauty and detox drinks can attract women
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- Figure 32: Interest in ingredients, by gender – Brazil, July 2019
Consumer Behavior
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- Refill packs need to communicate their sustainability better
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- Figure 33: Consumer behavior – Brazil, July 2019
- Wipes formulated with vitamins can attract consumers
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- Figure 34: Consumer behavior, by interest in ingredients – Brazil, July 2019
- Packages made with vegetable plastic can attract women aged 16-34
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- Figure 35: Consumer behavior, by age and gender – Brazil, July 2019
Appendix – Abbreviations
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- Abbreviations
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