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Color Cosmetics - Brazil - April 2015

"Many young female users of color cosmetics own more than 10 makeup items. These young women especially look for products to improve their skin texture, as well as products that claim to be waterproof."
– Juliana Martins, Beauty and Personal Care Analyst

This report answers the following key questions:

  • What are the most popular color cosmetics among Brazilian women?
  • Which color cosmetics are Brazilian consumers willing to pay more for?
  • Do specialized beauty websites and makeup tutorials influence Brazilian women when it comes to buying color cosmetics?
  • What defines Brazilian women’s color cosmetics shopping behavior? How many times a year do they buy these products?
  • What are the most popular benefits in color cosmetics among Brazilian women?
Female consumers of color cosmetics use lipstick/lip gloss more often than eye and face makeup. However, they are demanding and look for long-lasting, easy to use, and moisturizing products. Thanks to their hectic lifestyles and the need to always balance work and family life, these consumers always carry some kind of makeup in their bag. Brands need to constantly innovate in order to attract and retain Brazilian female consumers.
 

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure1: Best- and worst-case forecast for retail sales of color cosmetics, by value, Brazil 2009-19
            • Companies and brands
              • Figure 2: Top companies’ retail value shares in color cosmetics, by value, Brazil 2013-14
            • The consumer
              • Nail and lip products are the most used color cosmetics by Brazilian women
                • Figure 3: Use of color cosmetics, Brazil, January 2015
              • Consumers are willing to pay more for face makeup products and less for nail polish
                • Figure 4: Price consumers are willing to pay for color cosmetics, Brazil, January 2015
              • 32% of Brazilian women always have some kind of makeup in their bag
                • Figure 5: Behavior toward using color cosmetics, Brazil, January 2015
              • 29% of Brazilian women buy makeup twice a year or less
                • Figure 6: Behavior toward using color cosmetics, Brazil, January 2015
              • Young consumers of makeup look for products with moisturizing claims
                • Figure 7: Benefits of color cosmetics, Brazil, January 2015
              • What we think
              • Issues and Insights

                  • Older consumers use fewer color cosmetics, while younger ones own several products
                    • Female consumers of color cosmetics look for products that improve skin texture
                      • Waterproof products are popular among Brazilian users of color cosmetics
                      • Trend Application

                        • Trend: Guiding Choice
                          • Trend: The Real Thing
                            • Trend: Make it Mine
                            • Who is Innovating?

                              • Key points
                                • Share of new product launches with “long-lasting” and “easy to use” claims was low in 2014
                                  • Figure 8: New product launches in the color cosmetics category, % share by type of claim, January 2012- December 2014
                                • The highest number of new product launches since 2011 is in the nail polish segment
                                  • Figure 9: New product launches in the cosmetics category, % by segment, January 2012-December 2014
                                • Multifunctional products were well represented in new product launches in 2014
                                • Market and Forecast

                                  • Key points
                                    • With an unstable economy, the color cosmetics category should grow at more moderate rates in the next few years
                                      • Figure 10: Retail sales of color cosmetics, by value, Brazil, 2009-19
                                      • Figure 11: Best- and worst-case forecast for retail sales of color cosmetics, by value, Brazil, 2009-19
                                    • Retails sales of facial skincare products grew the most from 2013-14
                                      • Figure 12: Retail value sales of color cosmetics, by segment, Brazil 2013-14
                                    • Forecast methodology
                                    • Market Share

                                      • Key points
                                        • Avon’s relaunch of its makeup range and the launch of a new premium range made the company top of the market
                                          • Figure 13: Top companies’ shares in the Brazil color cosmetic retail market, by value, Brazil 2013-14
                                      • Companies and Brands

                                        • Avon
                                          • Botica Commercial Pharmaceutical Ltda
                                            • Natura Cosméticos Ltda
                                            • The Consumer – Use of Color Cosmetics

                                              • Key points
                                                • Nail and lip products are the most used color cosmetics by Brazilian women
                                                  • Figure 14: Color cosmetics, Brazil, January 2015
                                                • Brazilian women are more likely to use lipstick/lip gloss than lip liner/pencil
                                                  • Figure 15: Use of color cosmetics, by age group, Brazil, January 2015
                                                • Mascara is the most used eye makeup by young women aged 16-24; while eye shadow is more used by women aged 35-44
                                                  • Figure 16: Use of mascara, eye shadow and eyeliner/eye pencil, by age group, Brazil, January 2015
                                              • The Consumer – Price Consumers are Willing to Pay

                                                • Key points
                                                  • Consumers are willing to pay more for face makeup products and less for nail polish
                                                    • Figure 17: Price consumers are willing to pay for color cosmetics, Brazil, January 2015
                                                  • Brazilian women aged 16-34 are more willing to pay over R$40 for makeup products
                                                    • Figure 18: Price paid for color cosmetics, by age, Brazil, January 2015
                                                • The Consumer - Behavior toward Using Color Cosmetics

                                                  • Key points
                                                    • 32% of Brazilian women always have some kind of makeup in their bag
                                                      • Figure 19: Behavior toward using color cosmetics, Brazil, January 2015
                                                    • Young women aged 16-24 are more likely to be influenced by friends and specialized beauty websites
                                                      • Figure 20: Agreement with the statement “I like to try out different makeup by watching tutorials on specialized websites,” by age, Brazil, January 2015
                                                    • Older women tend to look for color cosmetics with anti-aging properties, while younger ones are attracted to products that hide facial imperfections
                                                      • Figure 21: Agreement with the statements “I use makeup with anti-aging properties” and “I only use makeup to hide facial skin imperfections”, by age, Brazil, January 2015
                                                  • The Consumer – Behavior toward Buying Color Cosmetics

                                                    • Key points
                                                      • 29% of Brazilian women buy makeup twice a year or less
                                                        • Figure 22: Behavior toward buying color cosmetics, Brazil, January 2015
                                                      • Young Brazilian women are more likely to buy makeup products out of habit
                                                        • Figure 23: Behavior toward buying color cosmetics, by age, Brazil, January 2015
                                                      • Consumers in the South are the ones who buy makeup the most
                                                        • Figure 24: Behavior toward buying color cosmetics, by region, Brazil, January 2015
                                                    • The Consumer – Benefits of Color Cosmetics

                                                      • Key points
                                                        • Young consumers of makeup look for products with moisturizing claims
                                                          • Figure 25: Benefits of color cosmetics, Brazil, January 2015
                                                        • Women aged 45+ are more likely to look for anti-aging products
                                                          • Figure 26: Benefits of color cosmetics, by age, Brazil, January 2015

                                                      Companies Covered

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

                                                      Color Cosmetics - Brazil - April 2015

                                                      £3,199.84 (Excl.Tax)