Table of Contents
Executive Summary
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- Challenges
- Men spend less than five minutes a day on their beauty routine
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- Figure 1: Time spent, by gender – Brazil, July 2019
- Most Brazilians do not consider animal-sourced ingredients to be natural or organic
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- Figure 2: Natural products indicators – Brazil, July 2019
- Haircare products have the challenge of developing water-saving products
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- Figure 3: New products usage – Brazil, July 2019
- Young people value efficiency more than naturalness
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- Figure 4: Attitudes towards natural products, by age group – Brazil, July 2019
- Opportunities
- Facial or body masks for men are still niche but have space to grow
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- Figure 5: New products usage, by selected product and gender – Brazil, July 2019
- There are numerous innovation opportunities to attract women aged 55+
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- Figure 6: Beauty routine, by women’s age group – Brazil, July 2019
- Facial cosmetic brands could invest in customization
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- Figure 7: Interest in innovations, by facial and body skincare products used – Brazil, July 2019
- There are opportunities to develop nutraceuticals that combine healthiness and time-saving attributes
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- Figure 8: Attitudes toward beauty – Brazil, July 2019
- What we think
Market Drivers
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- The older population continues to grow in Brazil
- Growing ecommerce sales will increasingly impact physical retail sales
- UN says oceans could have more plastics than fish by 2050
Key Players – What You Need to Know
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- Boticário buys Vult and Natura acquires Avon
- In-shower products aimed at sports practice and makeup for men can bring innovation
- Foreo and Fenty Beauty innovate with different positioning
Marketing Campaigns and Actions
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- American brand doTERRA is launched in Brazil
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- Figure 9: doTERRA’s video, December 2018
- Boticário and Natura’s acquisitions move the market
- Companies come together to inspire women
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- Figure 10: The Beauty Box and LinkedIn’s web series, July 2019
- Avon Foundation for Women invests in Malala Fund
- Brazilian brands have invested more in mobile apps and social media actions
Who’s Innovating?
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- Study shows makeup is part of some men’s beauty routine
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- Figure 11: MAC Cosmetic’s tutorial, March 2019
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- Figure 12: Google Trends search analysis, “maquiagem masculina” (male makeup) – Brazil, January 2004-August 2019
- In-shower products appeal to almost half of Brazilians
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- Figure 13: Launches of beauty and personal care products*, by “in-shower” keyword and top five claims – Worldwide, January 2016-August 2019
- Products that encourage consumers to play sports may attract some Brazilians
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- Figure 14: Launches of beauty and personal care products, by “sport” keyword – Top five countries, January 2016-August 2019
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- Figure 15: Lux Go Active new line’s video, February 2019
Case Studies
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- Foreo brings beauty devices to consumers’ daily routine
- Fenty Beauty democratizes beauty with products for all skin tones
The Consumer – What You Need to Know
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- There are opportunities to attract men and women according to their daily beauty routines
- Brazilians have started using scalp treatment products
- Survey reveals which innovations appeal to consumers
- Brazilians point out the main characteristics that make a product be natural or organic
- Some Brazilians who believe in the effectiveness of natural products show interest in Asian cosmetics
- There are opportunities in the market to innovate with nutraceuticals
Time Spent and Beauty Routine
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- Most men’s beauty routine lasts less than five minutes
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- Figure 16: Time spent, by gender – Brazil, July 2019
- Practical haircare products may appeal to inhabitants of the South and Southeast regions
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- Figure 17: Beauty routine, by region – Brazil, July 2019
- Both men and women remove body hair frequently
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- Figure 18: Beauty routine, by gender – Brazil, July 2019
- Facial and body care routine is important for women aged 55+
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- Figure 19: Beauty routine, by women’s age group – Brazil, July 2019
New Products Usage
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- Scalp and water-saving products appeal to half of Brazilians
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- Figure 20: New products usage – Brazil, July 2019
- Dermocosmetics for combination skin may attract women aged 35+
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- Figure 21: New products usage, by selected product and gender – Brazil, July 2019
- Men’s facial and body masks are niche but there are opportunities to grow
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- Figure 22: New products usage, by selected product and gender – Brazil, July 2019
Interest in Innovations
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- Facial cosmetic brands could invest in customization
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- Figure 23: Interest in innovations, by facial and body skincare products used – Brazil, July 2019
- Food-based ingredients can be used in place of water, contributing to its preservation
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- Figure 24: Interest in innovations, by selected innovation and interest in ingredients – Brazil, July 2019
- Despite seeking sustainable packaging, few Millennials are interested in naked products
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- Figure 25: Interest in innovations, by selected innovation and generation – Brazil, July 2019
Natural Products Indicators
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- Most Brazilians do not consider animal ingredients to be natural or organic
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- Figure 26: Natural products indicators – Brazil, July 2019
- Analysis reveals the main characteristics that Brazilians associate with natural or organic products
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- Figure 27: Natural products indicators, TURF analysis – Brazil, July 2019
- Half of Brazilian women associate sustainable practices with natural products
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- Figure 28: Natural products indicators, by gender – Brazil, July 2019
Attitudes towards Natural Products
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- Brands could draw on Asian products to innovate with natural cosmetics
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- Figure 29: Attitudes towards natural products – Brazil, April 2019
- Young people value efficacy more than naturalness
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- Figure 30: Attitudes towards natural products, by age group – Brazil, July 2019
- Influencers can help consumers better understand the differences between certain products
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- Figure 31: Attitudes towards natural products, by attitudes toward beauty – Brazil, July 2019
Attitudes toward Beauty
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- Nutraceuticals can position themselves using claims such as healthiness and time saving
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- Figure 32: Attitudes toward beauty – Brazil, July 2019
- Brands need to be close to female consumers aged 55+
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- Figure 33: Attitudes toward beauty, by women’s age group – Brazil, July 2019
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- Figure 34: Covergirl’s campaign with Maye Musk, April 2019
Appendix – Abbreviations
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- Abbreviations
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