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Facial Skincare - Brazil - June 2014

“The penetration of facial skincare products in Brazil is still low – only seven in 10 Brazilians use the category. Consumers are sensitive to price, which can be an obstacle for consumption. There are opportunities for companies to use opinion formers to educate consumers about the benefits of facial skincare products, as well as the use of innovation and line extensions targeted at certain demographics (women and young consumers). Innovations, such as anti-pollution properties, nutricosmetics, and multifunctional products, are increasingly common in the Brazilian market and have the potential for expansion in the coming years.”
- Iris Ramirez, Beauty and Personal Care Analyst

In this report we will discuss the following issues:

  • What are the most common skin types in Brazil?
  • What are the main reasons behind the usage of facial skincare products?
  • How much do Brazilians normally spend on different facial skincare products?
  • What are the most popular facial skincare segments?
  • What are the main trends and innovations in the category?

 

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Table of contents

  1. Introduction

      • Definitions
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Best- and worst-case forecasts of Brazilian value sales of facial skincare products, 2009-19
            • Companies, brands, and innovation
              • Three companies are responsible for almost half of category sales
                • Figure 2: Market share of companies in the Brazilian facial skincare category, by % value retail sales, 2012-13
              • The consumer
                • The most common skin types in Brazil are normal and oily
                  • Figure 3: Brazilian skin types, April 2014
                • Cleansing, protection, and treatment of specific problems are the main reasons for the usage of facial skincare products
                  • Figure 4: Main reasons for the usage of facial skincare products, April 2014
                • Only a small proportion of facial skincare product users spend more than R$ 60 in the category
                  • Figure 5: Average expenditure by Brazilians on different skincare product segments, April 2014
                • Attitudes toward facial skincare products are influenced by the strong presence of national brands
                  • Figure 6: Attitudes toward facial skincare products, April 2014
                • What we think
                • Market – Key Points

                    • Skincare products for oily skin have the potential to appeal to half of the population
                      • Different formats of cleansing products can appeal to Brazilian consumers
                        • Investing in opinion formers and influencers can help increase average expenditure on facial skincare products
                        • Trend Application

                          • Trend: Man in the Mirror
                            • Trend: Rebirth of the Cities
                            • Who’s Innovating?

                              • Key points
                                • The alphabet formulations: CC creams follow the success of BB creams
                                  • Professional results can be achieved by using beauty devices
                                    • Products using an “anti-pollution” claim could stand out in the market
                                      • Nutricosmetics: mixing food and facial skincare categories
                                      • Market and Forecast

                                        • Key points
                                          • In 2013, anti-aging and moisturizing products drove category’s growth
                                            • Figure 7: Brazil retail value sales of facial skincare products, by segment, 2009-13
                                            • Figure 8: Brazil retail value sales of facial skincare products, by segment, 2009-13
                                          • The forecast is for growth in the next five years
                                            • Figure 9: Best- and worst-case forecasts of Brazilian value sales of facial skincare products, 2009-19
                                          • Anti-aging products
                                            • Figure 10: Best- and worst-case forecasts of Brazilian value sales of anti-aging products, 2009-19
                                          • Facial cleansers
                                            • Figure 11: Best- and worst-case forecasts for Brazil value sales of facial cleansers, 2009-19
                                          • Moisturizers
                                            • Figure 12: Best- and worst-case forecasts for Brazil value sales of moisturizers, 2009-19
                                          • Masks
                                            • Figure 13: Best- and worst-case forecasts for Brazil value sales of facial masks, 2009-19
                                          • Specialized products
                                            • Figure 14: Best- and worst-case forecasts for Brazil value sales of specialized facial skincare products, 2009-19
                                          • Factors used in the forecast
                                          • Market Share

                                            • Key points
                                              • Three companies are responsible for almost half of category sales
                                                • Figure 15: Market share of companies in the Brazilian facial skincare category, by % value retail sales, 2012-13
                                            • Companies and Brands

                                              • Avon
                                                • Natura
                                                  • L'Oréal
                                                  • The Consumer – Facial Skin Types

                                                    • Key points
                                                      • Most Brazilians describe their skin type as normal or oily
                                                          • Figure 16: Brazilian Skin Types, April 2014
                                                        • The differences in perception by men and women
                                                          • Figure 17: Brazilian skin types, by gender, April 2014
                                                        • The different perceptions according to the different Brazilian regions
                                                          • Figure 18: Brazilian skin types, by region, April 2014
                                                      • The Consumer - Main Reasons for the Usage of Skincare Products

                                                        • Key points
                                                          • Cleansing, protection, and treatment of specific problems are the main reasons for the usage of facial skincare products
                                                              • Figure 19: Main reasons for the usage of facial skincare products, April 2014
                                                            • Facial skincare products that promise to treat/prevent acne appeal to young adults
                                                              • Figure 20: Reason for the usage of facial skincare products, to treat/prevent acne, by age group, April 2014
                                                            • Mature consumers are attracted to facial skincare products that promise to reduce expression lines and wrinkles
                                                              • Figure 21: Reasons for the usage of facial skincare products, to reduce the appearance of wrinkles and expression lines, by age group, April 2014
                                                          • The Consumer – Expenditure on Facial Skincare Products

                                                            • Key points
                                                              • Only a small percentage of facial skincare product users spend more than R$ 60 in the different category segments
                                                                  • Figure 22: Brazilians’ average expenditure on facial skincare products, April 2014
                                                                • Anti-aging products could add value to the category trough dermocosmetics
                                                                    • Figure 23: Penetration of anti-aging facial skincare products among women, by age group, April 2014
                                                                    • Figure 24: Expenditure by women on anti-aging facial skincare products, April 2014
                                                                • The Consumer – Attitudes Toward Facial Skincare Products

                                                                  • Key points
                                                                    • Consumer attitudes are influenced by the strong presence of national brands
                                                                        • Figure 25: Attitudes toward facial skincare products, April 2014
                                                                      • National brands have the potential to appeal to young consumers
                                                                        • Figure 26: Attitudes toward facial skincare products, by age group, April 2014
                                                                    • Appendix – The Market

                                                                        • Figure 27: Best- and worst-case forecasts for Brazil value sales of facial skincare products, 2014-19
                                                                        • Figure 28: Best- and worst-case forecasts for Brazil value sales of anti-aging products, 2014-19
                                                                        • Figure 29: Best- and worst-case forecasts for Brazil value sales of cleansing products, 2014-19
                                                                        • Figure 30: Best- and worst-case forecasts for Brazil value sales of moisturizers, 2014-19
                                                                        • Figure 31: Best- and worst-case forecasts for Brazil value sales of facial masks, 2014-19
                                                                        • Figure 32: Best- and worst-case forecasts for Brazil value sales of specialized facial skincare products, 2014-19
                                                                    • Appendix – The Consumer

                                                                      • Skin types
                                                                        • Figure 33: Skin types, April 2014
                                                                        • Figure 34: Skin types, by demographics, April 2014
                                                                      • Reasons for the usage of facial skincare products
                                                                        • Figure 35: Reasons for the usage of facial skincare products, April 2014
                                                                        • Figure 36: Reasons for the usage of facial skincare products, by demographics, April 2014
                                                                        • Figure 37: Reasons for the usage of facial skincare products, by demographics, April 2014 (cont.)
                                                                      • Average expenditure per product
                                                                        • Figure 38: Average expenditure per product, April 2014
                                                                        • Figure 39: Average expenditure per product – Facial cleanser, by demographics, April 2014
                                                                        • Figure 40: Average expenditure per product – Toner, by demographics, April 2014
                                                                        • Figure 41: Average expenditure per product – Facial moisturizer, by demographics, April 2014
                                                                        • Figure 42: Average expenditure per product – Anti-aging moisturizer, by demographics, April 2014
                                                                        • Figure 43: Average expenditure per product – Acne treatment products, by demographics, April 2014
                                                                        • Figure 44: Average expenditure per product – Eye gel/cream, by demographics, April 2014
                                                                      • Attitudes toward facial skincare products
                                                                        • Figure 45: Attitudes toward facial skincare products, April 2014
                                                                        • Figure 46: Attitudes toward facial skincare products, by demographics, April 2014
                                                                        • Figure 47: Attitudes toward facial skincare products, by demographics, April 2014 (cont.)
                                                                        • Figure 48: Attitudes toward facial skincare products, by demographics, April 2014 (cont.)

                                                                    Companies Covered

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

                                                                    Facial Skincare - Brazil - June 2014

                                                                    £3,277.28 (Excl.Tax)