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Facial Skincare - Brazil - November 2017

OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY
Challenges
Retail sales growth slows to three-year low
Figure 1: Forecast for the facial skincare retail market, by value – Brazil, 2012-22
There are few launches of anti-pollution facial soaps
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
Figure 3: Usage of facial exfoliators among men, September 2017
Women are buying less facial cosmetics
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
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
Facial skincare market is driven by sales of anti-aging products
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
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
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
Avon leads retail sales of facial skincare products
Figure 7: Retail market share of facial skincare products, by value – Brazil, 2015-16
MARKETING CAMPAIGNS AND ACTIONS
Avon highlights gender diversity
Figure 8: Avon's "Democracy on Skin" campaign, June 2016
Natura tackles stigma faced by mature women
Figure 9: Natura's "#VelhaPra" campaign, August 2017
Natura has also launched a campaign for the new Chronos
Figure 10: Natura's "Silence" campaign, October 2017
O Boticário launches campaign to disseminate new male products
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?
Anti-pollution soaps can be better explored
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
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
Limited winter editions can appeal to women
Figure 13: Skin types by occasions, "during colder days," by gender, September 2017
Anti-sweat products focused on exercises can attract young men
Figure 14: Skin types by occasions, "when exercising," among men, September 2017
Rinse-off anti-aging cosmetics can attract Brazilians with oily skin
Figure 15: Skin types by occasions, by usage of anti-aging creams, September 2017
PRODUCT USAGE
Facial masks may be a cheaper alternative
Figure 16: Product usage, September 2017
Mature men use few facial scrubs
Figure 17: Usage of facial exfoliators among men, September 2017
Men’s interest in appearance care can boost usage
Figure 18: Product usage, by gender, September 2017
SKIN CONCERNS
Many Brazilians with acne do not use products to treat the problem
Figure 19: Skin concerns, September 2017
Coal and coffee have been used to formulate products for the eye area
Figure 20: Skin concerns, dark circles and puffy eyes, by gender, September 2017
Brazilian market lacks skin brightening products
Figure 21: Skin concerns, change in skin tone, among women by age, September 2017
BARRIERS
Many Brazilians do not know which products are ideal for their skin
Figure 22: Barriers, September 2017
AB consumers may be interested in multifunction premium products
Figure 23: Barriers, by specific phrase and socioeconomic group, September 2017
ATTITUDES TOWARD FACIAL SKINCARE PRODUCTS
Dermocosmetics are well regarded by Brazilians
Figure 24: Attitudes toward facial skincare products, September 2017
Women are buying less facial cosmetics
Figure 25: Attitudes toward facial skincare products, by specific phrases and gender, September 2017
There are opportunities for customized premium cosmetics
Figure 26: Attitudes toward facial skincare products, by specific phrase and gender, September 2017
APPENDIX – ABBREVIATIONS
Abbreviations
APPENDIX – MARKET SIZE AND FORECAST
Market size and forecast
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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