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Beauty Retailing - Brazil - November 2014

“The Brazilian beauty market operates multichannel. Door-to-door sales still play an important role in this segment, but the internet can become an important competitor. For companies that operate door-to-door, the challenge is to balance both retail channels.

The market has been growing quite steadily and will continue to do so. This has been attracting international competitors, increasing the competition in this already fragmented market.”
– Andre Euphrasio, Research Analyst

This report discusses the following key topics:

  • Multichannel is the way forward
  • Focusing on older consumers
  • Difference among regions

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Forecast of Brazil value sales of beauty retailing, 2009-19
            • Market drivers
              • Companies, brands, and innovation
                • Figure 2: Health and beauty retailing: retail market share by value (%)
              • The consumer
                • What we think
                • Issues and Insights

                  • Multichannel is the way forward
                    • The facts
                      • The implications
                        • Focusing on older consumers
                          • The facts
                            • The implications
                              • Figure 3: Brazil and worldwide launches of BPC products with anti-aging claims, June 2013 and September 2014
                            • Difference among regions
                              • The facts
                                • The implications
                                  • Figure 4: Purchase of beauty products in the last 12 months, by regions, July 2014
                                  • Figure 5: Purchase of beauty products in the last 12 months, by regions and location, July 2014
                                  • Figure 6: Most important factors in deciding where to shop, by region, July 2014
                              • Trend Applications

                                  • Experience is all
                                    • Cool vending
                                      • Influentials
                                      • Market Drivers

                                        • Key points
                                          • Franchise system
                                            • O Boticário
                                              • Contém1g
                                                • Drogaria Farmais
                                                  • Farma & Farma
                                                    • Online shopping
                                                      • Devaluation of the Brazilian currency
                                                      • Who’s Innovating?

                                                        • Key points
                                                          • Color cosmetics dominate new launches
                                                            • Figure 7: New product launches, by top five beauty categories and other, 2010-14
                                                          • There is space for more diversified claims
                                                            • Figure 8: Top 10 beauty enhancing claims in new BPC products, Brazil, and world, June 2013 and September 2014
                                                            • Figure 9: BPC products containing anti-aging claims, June 2013 and September 2014, World
                                                            • Figure 10: BPC products containing anti-aging claims, June 2013 and September 2014, Brazil
                                                          • O Boticário leads the way in new product launches
                                                            • Figure 11: Top 10 new product launches, by company, June 2013 and September 2014
                                                            • Figure 12: New products by O Boticário
                                                          • Magnetic nail polish
                                                            • Figure 13: Magnetic nail polish in Brazil
                                                          • New retail concepts
                                                            • Subscription service from Amazon
                                                            • Market Size, Forecast, and Segment Performance

                                                              • Key points
                                                                • Worldwide health and beauty retail market
                                                                  • Market performance
                                                                    • Figure 14: Forecast of Brazil value sales of beauty retailing, 2009-19
                                                                  • Number of stores
                                                                    • Figure 15: Number of stores (000), 2013
                                                                    • Figure 16: Market share of beauty retail channels in Brazil, by number of stores and value, 2013
                                                                  • Foreign companies
                                                                    • Future of the market
                                                                      • Forecast methodology
                                                                      • Market Share

                                                                        • Key points
                                                                          • Market share by volume
                                                                            • Figure 17: Health and beauty retailing: retail market share by volume (%)
                                                                          • Market share by value
                                                                            • Figure 18: Health and beauty retailing: retail market share by value (%)
                                                                        • Companies and Brands

                                                                          • Grupo Boticário
                                                                            • Business units
                                                                              • Advertising and marketing
                                                                                • Operational issues
                                                                                  • RaiaDrogasil S.A.
                                                                                    • Business units
                                                                                      • Advertising and marketing
                                                                                        • Operational issues
                                                                                          • DPSP S.A. – Drogaria Pacheco São Paulo
                                                                                            • Advertising and marketing
                                                                                              • Operational issues
                                                                                                • Empreendimentos Pague Menos S.A.
                                                                                                  • Advertising and marketing
                                                                                                    • Operational issues
                                                                                                    • The Consumer – Locations of Beauty and Personal Care Purchase

                                                                                                      • Key points
                                                                                                          • Figure 19: Locations of beauty and personal care purchase, July 2014
                                                                                                        • Supermarkets and drugstores are the favorite places for beauty products
                                                                                                          • Specialist stores
                                                                                                            • Door-to-door sales losing traction
                                                                                                              • Online sales of beauty products is still crawling
                                                                                                                • Richer Brazilians use more retail channels
                                                                                                                • The Consumer – Most Important Factors in Deciding Where to Shop

                                                                                                                  • Key points
                                                                                                                      • Figure 20: Most important factors in deciding where to shop, July 2014
                                                                                                                    • Money-related factors are the most important
                                                                                                                      • The more, the better
                                                                                                                        • Human contact is important
                                                                                                                        • The Consumer – Most Important Factors in Deciding Which Products to Purchase

                                                                                                                          • Key points
                                                                                                                              • Figure 21: Most important factors in deciding which products to purchase, July 2014
                                                                                                                            • Free sampling
                                                                                                                              • Figure 22: Importance of free samples, by socio-economic group and age, July 2014
                                                                                                                            • Mouth-to-mouth plays an important role
                                                                                                                              • ’Face-to-face’ can also work online
                                                                                                                                  • Figure 23: Importance of reviews, by age, July 2014
                                                                                                                              • The Consumer – Behavior toward the Purchase of Beauty and Personal Care Products

                                                                                                                                • Key points
                                                                                                                                    • Figure 24: Behavior toward the purchase of beauty and personal care products, July 2014
                                                                                                                                  • Customer loyalty
                                                                                                                                    • Trying is important
                                                                                                                                        • Figure 25: Behavior toward the purchase of beauty and personal care products, July 2014
                                                                                                                                    • Appendix – Who’s Innovating?

                                                                                                                                        • Figure 26: Beauty enhancing claims in new BPC products, Brazil, and world, June 2013 and September 2014
                                                                                                                                    • Appendix – Market Size and Forecast

                                                                                                                                        • Figure 27: Additional best case/worst case for total value of beauty retailing
                                                                                                                                        • Figure 28: Health and beauty retailing: Retail market value in bn USD
                                                                                                                                        • Figure 29: Health and beauty retailing: Retail market spend per capita USD (population)
                                                                                                                                    • Appendix – The Consumer – Locations of Beauty and Personal Care Purchase

                                                                                                                                        • Figure 30: Locations of beauty and personal care purchase, July 2014
                                                                                                                                        • Figure 31: Most popular locations of beauty and personal care purchase, by demographics, July 2014
                                                                                                                                        • Figure 32: Next most popular locations of beauty and personal care purchase, by demographics, July 2014
                                                                                                                                        • Figure 33: Other locations of beauty and personal care purchase, by demographics, July 2014
                                                                                                                                        • Figure 34: Most important factors in deciding which products to purchase, by locations of beauty and personal care purchase, July 2014
                                                                                                                                      • Repertoire
                                                                                                                                        • Figure 35: Repertoire of locations of beauty and personal care purchase, July 2014
                                                                                                                                        • Figure 36: Repertoire of locations of beauty and personal care purchase, by demographics, July 2014
                                                                                                                                        • Figure 37: Locations of beauty and personal care purchase, by repertoire of locations of beauty and personal care purchase, July 2014
                                                                                                                                    • Appendix – The Consumer – Most Important Factors in Deciding Where to Shop

                                                                                                                                        • Figure 38: Most important factors in deciding where to shop, July 2014
                                                                                                                                        • Figure 39: Most important factors in deciding where to shop, by demographics, July 2014
                                                                                                                                        • Figure 40: Next most important factors in deciding where to shop, by demographics, July 2014
                                                                                                                                        • Figure 41: Other important factors in deciding where to shop, by demographics, July 2014
                                                                                                                                        • Figure 42: Locations of beauty and personal care purchase, by most important factors in deciding where to shop, July 2014
                                                                                                                                        • Figure 43: Locations of beauty and personal care purchase, by next most important factors in deciding where to shop, July 2014
                                                                                                                                    • Appendix – The Consumer – Most Important Factors in Deciding Which Products to Purchase

                                                                                                                                        • Figure 44: Most important factors in deciding which products to purchase, July 2014
                                                                                                                                        • Figure 45: Most important factors in deciding which products to purchase, by demographics, July 2014
                                                                                                                                        • Figure 46: Next most important factors in deciding which products to purchase, by demographics, July 2014
                                                                                                                                        • Figure 47: Other important factors in deciding which products to purchase, by demographics, July 2014
                                                                                                                                    • Appendix – The Consumer – Behavior toward the Purchase of Beauty and Personal Care Products

                                                                                                                                        • Figure 48: Behavior toward the purchase of beauty and personal care products, July 2014
                                                                                                                                        • Figure 49: Most popular behavior toward the purchase of beauty and personal care products, by demographics, July 2014
                                                                                                                                        • Figure 50: Next most popular behavior toward the purchase of beauty and personal care products, by demographics, July 2014
                                                                                                                                        • Figure 51: Locations of beauty and personal care purchase, by most popular behavior toward the purchase of beauty and personal care products, July 2014
                                                                                                                                        • Figure 52: Locations of beauty and personal care purchase, by next most popular behavior toward the purchase of beauty and personal care products, July 2014

                                                                                                                                    Companies Covered

                                                                                                                                    To learn more about the companies covered in this report please contact us.

                                                                                                                                    Beauty Retailing - Brazil - November 2014

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