Spotlight on Brazil – Trends, Driver and Innovation

The value of Brazil’s facial skincare market is set to steadily climb and developing certain areas of this category will be needed to realise this projected value growth. Appealing to the country’s consumers is integral to any development and looking at attitudes and usage helps identify areas of opportunity. For instance, Brazilian consumers are less likely to use anti-aging facial skincare products when compared to their continental European counterparts while similar disparity is seen with those that follow a more involved skincare routine.

This highlights the potential to develop the anti-aging sector within the Brazilian facial skincare market and Western brands are already placed in the market to make the move. Eau Thermale Avene’s Tinted Emulsion is one example of this approach, claiming to conceal skin imperfections and specifically communicates its suitability for Brazilian skin. The country’s population age structure gives further indication of the development potential. Over 40% of the country’s population are aged 25-54 while a further 41% are aged 24 or younger. This indicates a huge target group for anti-aging products both now and in the future.

Elsewhere, the country’s bodycare market is set to see double digit annual growth and is the world’s second largest in terms of value behind the US. Here too Western brands have looked to appeal to consumers with ranges that are exclusively for the Brazilian market. L’Occitane is the stand-out example with several ranges both dedicated and limited to the country. L’Occitane’s au Brésil Vitória Régia Flor do Dia Body Lotion is from a range developed using ingredients from Brazilian biomes and only available in Brazil. It contains extracts from the Amazonian region and also counts a hand lotion, soap and shower gel in the range.

Strong but slowing growth is a key theme across Brazil’s haircare category. However it remains a strong and established performer, leading the way in terms of global product launches. In 2013, more than an 1100 haircare products were launched in Brazil, more than any other country. Many of these are found in the shampoo and conditioner market where the majority of global launches containing certain product communication and claims are found in the Brazilian market.

One example of this is communication and benefit based around the reconstruction of capillaries. Vitabelle Fioloss’ Conditioner is said to instantly detangle hair and reconstruct capillaries and is one example from the Brazilian haircare market which is home to over three quarters (77%) of launches carrying this communication in 2014. In the hair treatment subcategory, Capilatis’ Progressive Restoration Nourishing Spray contains ingredients to repair and prevent the damage on the capillary fibers of damaged and chemically treated hair. Along a similar vein, haircare products that communicate their salt-free formulations are almost exclusively found in the Brazilian market. In 2013, 88% of all launches communicating a salt-free approach were found in Brazil. Brands like Monange have salt-free ranges to help protect, soften and offer anti-frizz action.

Outside of the Brazilian haircare market, Brazilian straightening treatments have inspired Western markets. The global popularity of the Brazilian Keratin Treatment has paved the way for haircare treatment and kits which offer similar benefits. In Europe, past examples have included straightening kits which aim to replicate the effect and is said to last up to three months. Others take a less direct approach and use ingredients inspired by the treatment. La Coupe’s Orgnx Embrace Balance StraightEn range contains a Brazilian Keratin Complex to provide shine, keep hair straighter for longer and leaving a soft, smooth touch and includes shampoos, conditioners and hair styling products.

The Brazilian colour cosmetics category is another strong performer with the market estimated to be worth $2.4 billion in 2014. This is projected to see significant growth, overtaking the South Korean and UK colour cosmetics markets to become the world’s fourth largest by 2017. Consumer attitudes and usage habits go some way in explaining this projected value growth. Over a quarter of Brazilian women aged 16+ who use make-up (29%) always have make-up with them, in a purse or make-up bag, while slightly less (24%) admit to using a larger range of make-up products than they used to. Furthermore only 11% of this user group use multi-functional products to save time and instead use two or three products. This is good news for colour cosmetic brands in Brazil.

Inspiration for innovation in Brazilian colour cosmetics is often taken from the country itself. Impala’s Nail Polish (GNPD ID # 2302874) is said to be inspired by strong and independent Brazilian women while Top Beauty’s Flore Do Brasil Nail Polish find inspiration from the colours found in Brazilian flora. Top Beauty also links to a Brazilian TV presenter, who has chosen certain colours and tones, to help raise appeal. With foundations, O Boticario’s limited edition Illuminating Powder looks back in time and uses the 1960’s scene in Rio to inspire its colours and textures. Others look to appeal to Brazilian teenagers who like to experiment with their look. Nearly a third (31%) of 16-24 year old make-up users in Brazil wear more make-up when going out during the evening than during the day. However in the search of new fashion trends these consumers are less brand loyal and have multiple make-up products with 35% using at least four different make-up types. Building a relationship with these consumers therefore has obvious benefits and being adaptable is a good starting point. O Boticario and Maybelline have both launched products that have customisation at the heart of their offerings and are two examples in the Brazilian colour cosmetics market.

About Mintel 
Mintel is an independent award-winning provider of world-leading market intelligence, delivering robust information, expert analysis and critical recommendation. 

Mintel Beauty & Personal Care offers expert in-depth analysis of new products, markets, consumers and trends in the beauty and personal care space. We don’t only pinpoint what’s hot now but more importantly predict what’s next – allowing you to stay one step ahead of your competitors and industry movements. 

The Mintel team are always happy to hear from you – please feel free to contact us on beauty@mintel.com or visit mintel.com for more information. Mintel is the official partner of the Innovation Zone at in-cosmetics 2014 (1-3 April, Hamburg) 

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