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Skincare - Brazil - October 2019

OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY
Challenges
One quarter of Brazilian women have sensitive skin
Body oils can innovate to boost consumption in Brazil
Figure 1: Products used – Brazil, July 2019
Single-use products should focus on sustainability
Figure 2: Interest in skincare packaging, by women’s age groups - Brazil, July 2019
Opportunities
Dual-pack products offer convenience and customization
Figure 3: Interest in skincare packaging, by gender – Brazil, July 2019
Relaxing ingredients can appeal to Brazilians
Figure 4: Interest in ingredients - Brazil, July 2019
Products with ‘jelly’ texture can be positioned as ideal to men
Figure 5: Interest in skincare format, by men’s age group – Brazil, July 2019
What we think
MARKET DRIVERS
One quarter of Brazilian women have sensitive skin
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
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
O Boticário Nativa SPA gains another fragrance
Figure 7: O Boticário Nativa SPA Baunilha Real campaign, April 2019
Malbec Club is launched with six new products for men
Figure 8: O Boticário Malbec Club campaign, July 2018
Avon launches a facial product with pure vitamin C
Figure 9: Avon Renew Vitamina C campaign, April 2019
Brand launches an anti-acne product aimed at Generation Z
Figure 10: Acnase Avatar campaign, September 2018
Dermocosmetic brand launches anti-acne products
Protex launches facial skincare line for the first time
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?
Skincare brands should invest in recycled packaging
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
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
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
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
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 
Well-known brands can innovate with products aimed at Generation Z
Figure 15: Facial skin type and skin concerns, Generation Z – Brazil, July 2019
Brazilians with combination skin are great consumers of facial products
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
Figure 17: Skin concerns, by selected skin concern and parental status – Brazil, July 2019
Facial cleansers for sensitive skin can attract women aged 35+
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
Figure 19: Body skin type, dry skin by generation – Brazil, July 2019
PRODUCTS USED
Body oils can innovate with easy-to-apply formats
Figure 20: Products used – Brazil, July 2019
Hand and foot masks can appeal to women aged 55+
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
Figure 22: Products used, by region – Brazil, July 2019
INTEREST IN SKINCARE PACKAGING
Dual-pack products offer convenience and personalization
Figure 23: Interest in skincare packaging, by gender – Brazil, July 2019
Figure 24: Clinique iD campaign, Brazil, March 2019
Brands need to rethink their packaging to attract women who are interested in single-use products
Figure 25: Interest in skincare packaging, by women’s age groups – Brazil, July 2019
Products with fewer ingredients can appeal to Generation Z
Figure 26: Interest in skincare packaging, by generation – Brazil, July 2019
INTEREST IN SKINCARE FORMAT
Skincare wipes can be positioned as ideal for acne
Figure 27: Interest in skincare format – Brazil, July 2019
Products in stick format can communicate usage by parents and children
Figure 28: Interest in skincare format, by children living in the household – Brazil, July 2019
Refreshing products in jelly texture can appeal to men
Figure 29: Interest in skincare format, by men’s age group – Brazil, July 2019
INTEREST IN INGREDIENTS
Skincare products can explore ingredients that help consumers sleep better
Figure 30: Interest in ingredients – Brazil, July 2019
Cica-based dermocosmetics can appeal to AB consumers
Figure 31: Interest in ingredients, by socioeconomic group – Brazil, July 2019
Natural beauty and detox drinks can attract women
Figure 32: Interest in ingredients, by gender – Brazil, July 2019
CONSUMER BEHAVIOR
Refill packs need to communicate their sustainability better
Figure 33: Consumer behavior – Brazil, July 2019
Wipes formulated with vitamins can attract consumers
Figure 34: Consumer behavior, by interest in ingredients – Brazil, July 2019
Packages made with vegetable plastic can attract women aged 16-34
Figure 35: Consumer behavior, by age and gender – Brazil, July 2019
APPENDIX – ABBREVIATIONS
Abbreviations

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