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Color Cosmetics - Brazil - December 2013

“With the population rapidly aging, growth opportunities for color cosmetics products lie in creating products with additional benefits aimed to the more mature consumer. There is also great potential for online shopping to be explored by traditional retail and direct sale brands in order to maximize brand exposure and product availability.”

– Ana Paula Picasso, Research Analyst

Some questions answered in this report include:

  • How can older women be brought back into the category?
  • How can traditional retail brands compete with direct sales companies?
  • What is the potential for online retail for make-up products?
  • How important are make-up products that offer added convenience to the category?

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Table of contents

  1. Introduction

      • Products covered in this report
        • Abbreviations
        • Executive Summary

            • The market: Value sales of color cosmetics are growing at a rapid pace
              • Figure 1: Best- and worst-case forecast for Brazilian retail sales of color cosmetics, 2008-18
            • Market drivers: Brazil’s population is aging
              • Product innovation: Nail color drives recent make-up NPD
                • Figure 2: New product launches in color cosmetics, % share, by category, Jan 2010-Oct 2013
              • The consumer: Nail and lip make-up dominate make-up usage
                • Figure 3: Use of make-up products, October 2013
              • The consumer: Older women are more brand loyal
                • Figure 4: Usage habits of color cosmetics, October 2013
              • The consumer: Consultant advice is key when buying make-up
                • Figure 5: Consumer attitudes toward make-up, October 2013
              • What we think
              • Issues in the Market

                  • How can older women be brought back into the category?
                    • How can traditional retail brands compete with direct sales companies?
                      • What is the potential for online retail for make-up products?
                        • How important are make-up products that offer added convenience to the category?
                        • Market Drivers

                          • Key points
                            • Aging population may impact product usage
                              • Figure 6: Trends in the age structure of the Brazilian female population, 2008-18
                            • Expansion of beauty brands through the franchise system
                              • Figure 7: Purchasing of beauty products from store-based retail and door-to-door channel in the last 12 months, by gender, January 2013
                            • Growth in internet access set to increase online shopping
                              • Figure 8: Number of internet users in their homes or workplaces, 2009-12
                          • Who’s Innovating?

                            • Key points
                              • Nail color innovations lead the category
                                • Figure 9: New product launches in color cosmetics, % share, by category, Jan 2010-Oct 2013
                              • Opportunities for lightweight face make-up
                                • Figure 10: New product launches in face color cosmetics, % share, by category, Nov 2012-Oct 2013
                                • Figure 11: New product launches in face color cosmetics, % by top 10 claims and other, Nov 2012- Oct 2013
                                • Figure 12: Incidence of skin cancer by region—Brazil 2012
                                • Figure 13: Examples of US and UK face color cosmetics products with UV protection claim, Nov 2012-Oct 2013
                              • Versatile products for younger consumers
                                • Figure 14: New product launches in lip color cosmetics, % share, by category, Nov 2012-Oct 2013
                                • Figure 15: New product launches in lip color cosmetics, % by top 10 claims and other, Nov 2012-Oct 2013
                              • There is a great potential for mascara innovations
                                • Figure 16: New product launches in eye color cosmetics, % share, by category, Nov 2012-Oct 2013
                                • Figure 17: Examples of UK and US mascaras, Nov 2012-Oct 2013
                                • Figure 18: New product launches in eye color cosmetics, % by top 10 claims and other, Nov 2012-Oct 2013
                              • Botica Comercial Farmacêutica dominated new product launches
                                • Figure 19: New product launches, by top 10 ultimate companies and other, Nov 2012-Oct 2013
                              • Brazilian elements are inspiring new make-up launches
                                  • Figure 20: Examples of Brazilian color cosmetics inspired by Brazilian culture, Nov 2012-Oct 2013
                              • Market Size, Forecast, and Segment Performance

                                • Key points
                                  • Sales by segment
                                    • Figure 21: Brazilian retail value sales of color cosmetics, by sector, 2011-13
                                  • Positive outlook for color cosmetics
                                    • Figure 22: Brazilian retail value sales of color cosmetics, 2008-18
                                    • Figure 23: Best- and worst-case forecast of Brazilian retail sales of color cosmetics, 2008-18
                                  • Forecast methodology
                                  • Market Share

                                    • Key points
                                      • Direct sales companies remain dominant
                                        • Figure 24: Manufacturers’ value shares in color cosmetics, 2011-12
                                      • Avon still market leader, despite a dip in market share
                                        • “Brand as retailers”—building a brand through physical store expansion
                                          • International brands have low penetration in Brazil
                                          • Companies and Brands

                                            • Grupo Boticário
                                              • O Boticário
                                                • Avon
                                                  • Natura
                                                    • Hypermarcas
                                                    • The Consumer—Usage and Frequency

                                                      • Key points
                                                        • Nail and lip make-up boast the highest penetrations
                                                          • Figure 25: Use of make-up products, October 2013
                                                        • There is opportunity for lightweight face make-up formulations
                                                          • Make-up usage declines with age
                                                            • Figure 26: Frequency of using lip, eye, and face color cosmetics, heavy users (once a day or more), by age group, October 2013
                                                          • Lip make-up shows high usage across all ages
                                                            • Face powders: opportunities for new formulations
                                                              • Eye make-up sees more dramatic decline with age
                                                                • The long-lasting nature of nail color commands less frequent usage
                                                                  • Repertoire
                                                                    • Figure 27: Repertoire of frequency of using make-up, October 2013
                                                                • The Consumer—Usage Habits

                                                                  • Key points
                                                                    • Portability convenience is key
                                                                      • Figure 28: Usage habits of color cosmetics, October 2013
                                                                    • Brand loyalty displays clear differences by age
                                                                      • Younger women keen to experiment with make-up
                                                                        • Direct selling impacts consumer behavior
                                                                        • The Consumer—Purchase Channels

                                                                          • Key points
                                                                              • Figure 29: Purchasing channels used for buying make-up, October 2013
                                                                            • Catalog sales most popular channel across all ages
                                                                              • Beauty stores and pharmacies offer potential for exclusive cosmetic displays
                                                                                • Online shopping could be used as a complement for traditional retail channels
                                                                                  • Catalog buyers are the most brand loyal
                                                                                    • Figure 30: Repertoire of make-up purchasing channels, October 2013
                                                                                • The Consumer—Attitudes toward Make-up

                                                                                  • Key points
                                                                                    • Consultant advice is key when buying make-up
                                                                                      • Figure 31: Consumer attitudes toward make-up, October 2013
                                                                                      • Figure 32: Women who consider factors as “very important” or “important” in the purchase of beauty products, by age group, January 2013
                                                                                    • Make-up kits are more appealing to younger consumers
                                                                                      • Consumers are willing to pay more for added-value items
                                                                                        • Wearing make-up boosts confidence and professional image
                                                                                        • Appendix

                                                                                          • The consumer: usage and frequency
                                                                                            • Figure 33: Frequency of using make-up, October 2013
                                                                                            • Figure 34: Frequency of using make-up—Users make-up lip, by demographics, October 2013
                                                                                            • Figure 35: Frequency of using make-up—Users make-up eye, by demographics, October 2013
                                                                                            • Figure 36: Frequency of using make-up—Users make-up face, by demographics, October 2013
                                                                                            • Figure 37: Frequency of using make-up—Lipstick, by demographics, October 2013
                                                                                            • Figure 38: Frequency of using make-up—Lip gloss, by demographics, October 2013
                                                                                            • Figure 39: Frequency of using make-up—Lip liner/pencil, by demographics, October 2013
                                                                                            • Figure 40: Frequency of using make-up—Eye shadow, by demographics, October 2013
                                                                                            • Figure 41: Frequency of using make-up—Mascara, by demographics, October 2013
                                                                                            • Figure 42: Frequency of using make-up—Eyeliner/eye pencil, by demographics, October 2013
                                                                                            • Figure 43: Frequency of using make-up—Liquid eyeliner, by demographics, October 2013
                                                                                            • Figure 44: Frequency of using make-up—Face powder, by demographics, October 2013
                                                                                            • Figure 45: Frequency of using make-up—Eyebrow make-up, by demographics, October 2013
                                                                                            • Figure 46: Frequency of using make-up—Foundation, by demographics, October 2013
                                                                                            • Figure 47: Frequency of using make-up—Blusher, by demographics, October 2013
                                                                                            • Figure 48: Frequency of using make-up—Concealer, by demographics, October 2013
                                                                                            • Figure 49: Frequency of using make-up—Primer, by demographics, October 2013
                                                                                            • Figure 50: Frequency of using make-up—BB cream, by demographics, October 2013
                                                                                            • Figure 51: Frequency of using make-up—Nail polish, by demographics, October 2013
                                                                                          • Purchase channel
                                                                                            • Figure 52: Purchase channel, October 2013
                                                                                            • Figure 53: Most popular purchase channel, by demographics, October 2013
                                                                                            • Figure 54: Next most popular purchase channel, by demographics, October 2013
                                                                                            • Figure 55: Other purchase channel, by demographics, October 2013
                                                                                          • Make-up usage habits
                                                                                            • Figure 56: Make-up usage habits, October 2013
                                                                                            • Figure 57: Most popular make-up usage habits, by demographics, October 2013
                                                                                            • Figure 58: Next most popular make-up usage habits, by demographics, October 2013
                                                                                            • Figure 59: Other make-up usage habits, by demographics, October 2013
                                                                                          • Consumer attitudes
                                                                                            • Figure 60: Consumer attitudes, October 2013
                                                                                          • Repertoire analysis
                                                                                            • Figure 61: Repertoire of frequency of using make-up, by demographics, October 2013
                                                                                            • Figure 62: Repertoire of purchase channel, by demographics, October 2013
                                                                                            • Figure 63: Purchase channel, by repertoire of purchase channel, October 2013

                                                                                        Companies Covered

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                                                                                        Color Cosmetics - Brazil - December 2013

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