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Facial Skincare - Brazil - November 2017

“Brazil’s facial skincare market has some barriers to overcome in order to boost use and sales growth. Regarding the category products, the consumer research shows Brazilians fear allergic reactions; don’t know which product works better on their skin; and mistrust the benefits promised by brands. There are, however, several opportunities to be explored in the market, such as vegan products, facial masks, cosmetics recommended by dermatologists, and products based on charcoal and coffee.”
– Juliana Martins, Beauty and Personal Care Senior Analyst

This report looks at the following areas:

  • Retail sales growth slows to three-year low
  • There are few launches of anti-pollution facial soaps
  • Brands could convince mature men to use certain facial cosmetics
  • Women are buying less facial cosmetics

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

          • Challenges
            • Retail sales growth slows to three-year low
              • Figure 1: Forecast for the facial skincare retail market, by value – Brazil, 2012-22
            • There are few launches of anti-pollution facial soaps
              • Figure 2: Launches of soaps (bar/liquid), by "anti-pollution"* claim, by top five countries, Jan 2015-Sep 2017
            • Brands could convince mature men to use certain facial cosmetics
              • Figure 3: Usage of facial exfoliators among men, September 2017
            • Women are buying less facial cosmetics
              • Figure 4: Attitudes toward facial skincare products, by specific phrases and gender, September 2017
            • Opportunities
              • Industry can develop cosmetics with visible blue light protection
                • Facial masks with better value for money can help in times of crisis
                  • There is space for probiotic and vegan products
                    • What we think
                    • The Market – What You Need to Know

                      • Economic recession has damaged retail sales
                        • Anti-aging facial products boost the category
                          • Psoriasis affects five million people in Brazil
                            • New needs arise in the market of facial products
                            • Market Size and Forecast

                              • Facial skincare market is driven by sales of anti-aging products
                                • Figure 5: Retail sales of facial skincare products, by value – Brazil, 2012-22
                                • Figure 6: Forecast for the facial skincare retail market, by value – Brazil, 2012-22
                            • Market Drivers

                              • Market lacks products developed for skin with psoriasis
                                • Usage of electronic devices opens opportunities for new products
                                  • Launches of vegan facial cosmetics increase globally
                                  • Key Players – What You Need to Know

                                    • Avon leads sales of facial skincare products
                                      • Marketing campaigns fight prejudice
                                        • Anti-pollution benefit can be used in facial soaps
                                          • Probiotics and ingredients that can replace water have opportunities
                                          • Market Share

                                            • Avon leads retail sales of facial skincare products
                                              • Figure 7: Retail market share of facial skincare products, by value – Brazil, 2015-16
                                          • Marketing Campaigns and Actions

                                            • Avon highlights gender diversity
                                              • Figure 8: Avon's "Democracy on Skin" campaign, June 2016
                                            • Natura tackles stigma faced by mature women
                                              • Figure 9: Natura's "#VelhaPra" campaign, August 2017
                                            • Natura has also launched a campaign for the new Chronos
                                              • Figure 10: Natura's "Silence" campaign, October 2017
                                            • O Boticário launches campaign to disseminate new male products
                                              • Figure 11: O Boticário's "Para o Você que Existe no Ogro" campaign, May 2016
                                            • L'Oréal Paris launches new signature for facial skincare line
                                            • Who's Innovating?

                                              • Anti-pollution soaps can be better explored
                                                • Figure 12: Launches of soap (bar/liquid), by "anti-pollution"* claim, by top five countries, Jan 2015-Sep 2017
                                              • Probiotics have been increasingly used in formulations
                                                • Water becomes luxury ingredient in the formulations of facial cosmetics
                                                • The Consumer – What You Need to Know

                                                  • Men and women differ regarding the perception of their skin types
                                                    • Usage of masks and facial scrubs is still low
                                                      • Dark circles and puffy eyes are problems reported by women
                                                        • Many Brazilians do not know which facial product to use
                                                          • Women are buying less facial skincare products
                                                          • Skin Types by Occasion

                                                            • Limited winter editions can appeal to women
                                                              • Figure 13: Skin types by occasions, "during colder days," by gender, September 2017
                                                            • Anti-sweat products focused on exercises can attract young men
                                                              • Figure 14: Skin types by occasions, "when exercising," among men, September 2017
                                                            • Rinse-off anti-aging cosmetics can attract Brazilians with oily skin
                                                              • Figure 15: Skin types by occasions, by usage of anti-aging creams, September 2017
                                                          • Product Usage

                                                            • Facial masks may be a cheaper alternative
                                                              • Figure 16: Product usage, September 2017
                                                            • Mature men use few facial scrubs
                                                              • Figure 17: Usage of facial exfoliators among men, September 2017
                                                            • Men’s interest in appearance care can boost usage
                                                              • Figure 18: Product usage, by gender, September 2017
                                                          • Skin Concerns

                                                            • Many Brazilians with acne do not use products to treat the problem
                                                              • Figure 19: Skin concerns, September 2017
                                                            • Coal and coffee have been used to formulate products for the eye area
                                                              • Figure 20: Skin concerns, dark circles and puffy eyes, by gender, September 2017
                                                            • Brazilian market lacks skin brightening products
                                                              • Figure 21: Skin concerns, change in skin tone, among women by age, September 2017
                                                          • Barriers

                                                            • Many Brazilians do not know which products are ideal for their skin
                                                              • Figure 22: Barriers, September 2017
                                                            • AB consumers may be interested in multifunction premium products
                                                              • Figure 23: Barriers, by specific phrase and socioeconomic group, September 2017
                                                          • Attitudes toward Facial Skincare Products

                                                            • Dermocosmetics are well regarded by Brazilians
                                                              • Figure 24: Attitudes toward facial skincare products, September 2017
                                                            • Women are buying less facial cosmetics
                                                              • Figure 25: Attitudes toward facial skincare products, by specific phrases and gender, September 2017
                                                            • There are opportunities for customized premium cosmetics
                                                              • Figure 26: Attitudes toward facial skincare products, by specific phrase and gender, September 2017
                                                          • Appendix – Abbreviations

                                                            • Abbreviations
                                                            • Appendix – Market Size and forecast

                                                              • Market size and forecast
                                                                • Figure 27: Retail sales of facial skincare products, by value – Brazil, 2012-22
                                                                • Figure 28: Forecast for the facial skincare retail market, by value – Brazil, 2012-22
                                                                • Figure 29: Retail market share of facial skincare products, by value – Brazil, 2015-16

                                                            Facial Skincare - Brazil - November 2017

                                                            US $3,995.00 (Excl.Tax)