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Facial Skincare - Brazil - October 2013

“In order to widen consumers’ repertoire of facial skincare products, companies need to encourage them to incorporate products with new functions to their facial skincare routine. Promoting a more complete use of the category can increase usage in some more niche segments.”

- Iris Ramirez, Beauty & Personal Care Analyst

Some questions answered in this report include:

  • Who are the potential consumers of facial skincare products?
  • What are the most popular segments and how can frequency of use be increased?
  • How can consumers be encouraged to adopt a more complete facial skincare routine?
  • How can purchasing channels attract and retain consumers?
  • What strategies should a “price-sensitive” category adopt?
  • Which consumers could be attracted to the category via celebrity endorsements?

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Table of contents

  1. Introduction

      • Definitions
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Brazilian value sales of facial skincare products, by segment, 2008-12
            • Forecast
              • Figure 2: Best- and worst-case forecast of Brazilian value sales of facial skincare products, 2008-18
            • Companies
              • Figure 3: Market shares of companies in the Brazilian facial skincare category, by % value retail sales, 2012
            • The consumer
              • Figure 4: Penetration of facial skincare products, by segment, June 2013
            • The issues
              • New customers are essential to the developing skincare market
                • Figure 5: Penetration of facial skincare products (excluding users of soap only), by demographics, June 2013
              • Educating consumers on the category can help raise consumption of facial skincare
                • Figure 6: Attitudes toward facial skincare products, June 2013
              • Natural ingredients and multifunctional products drive demand in facial skincare
                • Figure 7: Attitudes toward facial skincare products, any agree, June 2013
              • Purchasing channels can focus on encouraging experimentation
                • Figure 8: Attitudes toward facial skincare products, any agree, June 2013
              • Consumers of facial skincare products – Groups
                • Figure 9: Segmentation according to attitudes toward facial skincare products, June 2013
              • What we think
              • The Market

                • Key points
                  • Sales of facial skincare on the rise
                    • Figure 10: Brazilian retail value sales of facial skincare, in R$ (m), 2008-12
                  • Retail value sales of cleansers and moisturizers gain market share
                    • Figure 11: Brazilian retail value sales of facial skincare products, % share by segment, 2008-12
                    • Figure 12: Brazilian retail value sales of facial skincare products, by segment, 2008-12
                    • Figure 13: Best- and worst-case forecast of Brazilian value sales of facial skincare products, 2008-18
                  • Anti-aging skincare
                    • Figure 14: Best- and worst-case forecast of Brazilian value sales of anti-aging facial skincare products, 2008-18
                  • Cleansers
                    • Figure 15: Best- and worst-case forecast of Brazilian value sales of cleansing facial skincare products, 2008-18
                  • Moisturizers
                    • Figure 16: Best- and worst-case forecast of Brazilian value sales of facial moisturizers, 2008-18
                  • Specialized face care
                    • Figure 17: Best- and worst-case forecast of Brazilian value sales of specialized facial skincare products, 2008-18
                • Companies

                  • Key issues
                    • Direct sellers dominate the market
                      • Figure 18: Market shares of companies in the Brazilian facial skincare category, by % value retail sales, 2010-12
                    • L’Oréal strengthens its market share with a broad product portfolio
                    • The Consumer

                      • Key points
                          • Figure 19: Penetration of facial skincare products (excluding users of soap only), by gender, June 2013
                          • Figure 20: Penetration of facial skincare products, by segment, June 2013
                          • Figure 21: Behavior toward facial skincare products, June 2013
                        • Purchasing facial skincare products
                          • Figure 22: facial skincare products purchasing channels, June 2013
                          • Figure 23: Attitudes toward facial skincare products, any agree, June 2013
                      • New Customers are Essential to the Developing Skincare Market

                        • Key points
                          • Aging population can boost anti-aging skincare market
                            • Figure 24: Penetration of anti-aging facial skincare products among women, by age group, June 2013
                            • Figure 25: Penetration of facial skincare products (excluding soap only) among women, by selected age groups, June 2013
                            • Figure 26: Behavior of female consumers of facial skincare products, by age group, June 2013
                            • Figure 27: Attitudes of female consumers of facial skincare products, by age group, any agree, June 2013
                          • Moisturizing, multifunctional, and cleansing segments can boost consumption among men
                            • Figure 28: Launches of beauty and personal care products for men, Brazil, indexed 2008, 2008-12
                            • Figure 29: Penetration of facial skincare segments, by gender, June 2013
                            • Figure 30: Behavior of male consumers toward facial skincare products, June 2013
                          • Focus on usage occasions is key to attracting consumers from lower/middle socioeconomic groups
                            • Figure 31: Penetration of facial skincare products (excluding users of soap only), by socioeconomic group, June 2013
                            • Figure 32: Attitudes toward facial skincare products, by socioeconomic group, any agree, June 2013
                            • Figure 33: Attitudes toward facial skincare products, by socioeconomic group, June 2013
                          • What it means
                          • Educating Consumers on the Category Can Help Raise Consumption of Facial Skincare

                            • Key points
                                • Figure 34: Repertoire of facial skincare products used, June 2013
                              • Encouraging a more complete facial skincare routine can increase the repertoire of products used
                                • Figure 35: Behavior toward facial skincare products, June 2013
                                • Figure 36: Number of facial skincare products used, by gender, socioeconomic group, and age group, June 2013
                                • Figure 37: Key factors in the purchase decision of beauty items, January 2013
                              • Frequency of use needs to be stimulated, especially in the cleansing segment
                                  • Figure 38: Frequency of use, by facial skincare product segments, June 2013
                                • What it means
                                • Natural Ingredients and Multifunctional Products Drive Demand in Facial Skincare

                                  • Key points
                                    • Companies can innovate with natural ingredients
                                      • Figure 39: Launches of facial skincare products with a highlighted botanical/herbal content, Brazil, indexed 2008, 2008-12
                                    • Multifunctional products are set to be a growth area for facial skincare
                                      • Figure 40: Penetration of facial skincare products, by segment, June 2013
                                      • Figure 41: Launches of facial skincare products, multifunctional segment, indexed 2010, Jan 2010-Sept 2013
                                      • Figure 42: Launches of multifunctional products with sunscreen, indexed 2010, Jan 2010-Sept 13
                                      • Figure 43: Attitudes toward facial skincare products—average vs multifunctional products, any agree, June 2013
                                      • Figure 44: Penetration of multifunctional facial skincare products, by socioeconomic group, June 2013
                                    • What it means
                                    • Purchasing Channels Can Focus on Encouraging Experimentation

                                      • Key points
                                        • Understanding the consumer profile of each channel is key to growing sales
                                          • Figure 45: Penetration of purchasing channels in relation to facial skincare products, June 2013
                                          • Figure 46: Purchasing channels, by product, June 2013
                                          • Figure 47: Purchasing channels, by product, June 2013 (continued)
                                          • Figure 48: Purchasing channels of facial skincare products, by demographics, June 2013
                                        • Facilitating product testing and promoting recommendations and advice can boost product appeal
                                          • Figure 49: Attitudes toward facial skincare products, any agree, June 2013
                                          • Figure 50: Key factors in the purchase decision of beauty items, January 2013
                                        • What it means
                                        • Consumers of Facial Skincare Products – Groups

                                          • Key points
                                              • Figure 51: Segmentation according to attitudes of toward facial skincare products, June 2013
                                            • Price- and Promotion-Driven (35%) – Approximately 41.4 million Brazilians
                                                • Figure 52: Agreement with attitudes toward facial skincare products. average consumers vs "Price- and Promotion-Driven" consumers, any agree, June 2013
                                                • Figure 53: Agreement with attitudes toward facial skincare products. average consumers vs “Price- and Promotion-Driven " consumer group, any agree, June 2013
                                              • Celebrity Influenced (28%)—Approximately 33.2 million Brazilians
                                                  • Figure 54: Agreement with attitudes toward facial skincare products, average consumers vs "Celebrity Influenced" consumer group, any agree, June 2013
                                                  • Figure 55: Agreement with the statement “I prefer products that are recommended by celebrities”, "Celebrity Influenced," by socioeconomic group, any agree, June 2013
                                                  • Figure 56: Agreement with attitudes toward facial skincare products, average consumers vs "Celebrity Influenced" consumer group, any agree, June 2013
                                                • The Traditionals (22%)—Approximately 25.8 million Brazilians
                                                    • Figure 57: Agreement with attitudes toward facial skincare products, average of consumers vs "The Traditionals" consumer group, any agree, June 2013
                                                    • Figure 58: Agreement with attitudes toward facial skincare products, average of consumers vs "The Traditionals " group, any agree, June 2013
                                                    • Figure 59: Agreement with attitudes toward facial skincare products, average of consumers vs "The Traditionals " group, any agree, June 2013
                                                  • Generally Uninvolved (15%)—Approximately 18.2 million Brazilians
                                                      • Figure 60: Attitudes toward facial skincare products (including users of soap only), by consumer group, June 2013
                                                      • Figure 61: Attitudes toward facial skincare products (including users of soap only), by consumer group, June 2013
                                                    • What it means
                                                    • Appendix – The Market

                                                        • Figure 62: Sales of facial skincare products, by segments, 2008-12
                                                        • Figure 63: Facial skincare companies' market share, by value, 2010-12
                                                        • Figure 64: Facial skincare products market forecast, 2013-18
                                                        • Figure 65: Facial skincare market forecast, anti-aging products, 2013-18
                                                        • Figure 66: Facial skincare market forecast, cleansing products, 2013-18
                                                        • Figure 67: Facial skincare market forecast, moisturizers, 2013-18
                                                        • Figure 68: Facial skincare market forecast, treatment masks, 2013-18
                                                        • Figure 69: Facial skincare market forecast, specialized products, 2013-18
                                                    • Appendix – The Consumer – Usage and Frequency

                                                        • Figure 70: Frequency of using facial skincare products, June 2013
                                                        • Figure 71: Frequency of users of facial skincare products (including users of soap only), by demographics, June 2013
                                                        • Figure 72: Frequency of users of facial skincare products (excluding users of soap only), by demographics, June 2013
                                                        • Figure 73: Frequency of using facial skincare products, by demographics, June 2013
                                                        • Figure 74: Frequency of using facial cleansing products, by demographics, June 2013
                                                        • Figure 75: Frequency of using moisturizers, by demographics, June 2013
                                                        • Figure 76: Frequency of using exfoliating products, by demographics, June 2013
                                                        • Figure 77: Frequency of using skin lightening products, by demographics, June 2013
                                                        • Figure 78: Frequency of using treatment masks, by demographics, June 2013
                                                        • Figure 79: Frequency of using anti-acne products, by demographics, June 2013
                                                        • Figure 80: Frequency of using make-up removers, by demographics, June 2013
                                                        • Figure 81: Frequency of using prescription facial skincare products, by demographics, June 2013
                                                        • Figure 82: Frequency of using soap, by demographics, June 2013
                                                        • Figure 83: Frequency of using multifunctional products, by demographics, June 2013
                                                        • Figure 84: Frequency of using dermocosmetics, by demographics, June 2013
                                                        • Figure 85: Frequency of using “others,” by demographics, June 2013
                                                        • Figure 86: Frequency of using facial skincare products, by purchasing channel, June 2013
                                                        • Figure 87: Consumer behavior, by frequency of using facial skincare products, June 2013
                                                        • Figure 88: Consumer behavior, by frequency of using facial skincare products, June 2013
                                                        • Figure 89: Consumer behavior, by frequency of using anti-aging products, June 2013
                                                        • Figure 90: Consumer behavior, by frequency of using facial cleansing products, June 2013
                                                        • Figure 91: Consumer behavior, by frequency of using moisturizers, June 2013
                                                        • Figure 92: Consumer behavior, by frequency of using exfoliating products, June 2013
                                                        • Figure 93: Consumer behavior, by frequency of using skin lightening products, June 2013
                                                        • Figure 94: Consumer behavior, by frequency of using treatment masks and anti-acne products, June 2013
                                                        • Figure 95: Consumer behavior, by frequency of using make-up removers and prescription products, June 2013
                                                        • Figure 96: Consumer behavior, by frequency of using soap, June 2013
                                                        • Figure 97: Consumer behavior, by frequency of using multifunctional products, June 2013
                                                        • Figure 98: Consumer behavior, by frequency of using dermocosmetics and other facial skincare products, June 2013
                                                        • Figure 99: Consumer attitude, by frequency of users of facial skincare products, June 2013
                                                        • Figure 100: Consumer attitude, by frequency of users of facial skincare products, June 2013
                                                        • Figure 101: Consumer behavior, by frequency of using anti-aging products, June 2013
                                                        • Figure 102: Consumer behavior, by frequency of using facial cleansing products, June 2013
                                                        • Figure 103: Consumer behavior, by frequency of using moisturizers, June 2013
                                                        • Figure 104: Consumer attitude, by frequency of using exfoliating products, June 2013
                                                        • Figure 105: Consumer attitude, by frequency of using skin lightening products, June 2013
                                                        • Figure 106: Consumer attitude, by frequency of using treatment masks and anti-acne products, June 2013
                                                        • Figure 107: Consumer attitude, by frequency of using make-up removers, June 2013
                                                        • Figure 108: Consumer attitude, by frequency of using prescription products and soap, June 2013
                                                        • Figure 109: Multifunctional product (eg facial cream containing sunscreen/make-up/aftershave, etc)
                                                        • Figure 110: Consumer attitude, by frequency of using dermocosmetics and other facial skincare products, June 2013
                                                    • Appendix – Purchasing Channels

                                                        • Figure 111: Trends in the age structure of Brazil female population, 2008-18
                                                        • Figure 112: Purchasing channel, June 2013
                                                        • Figure 113: Purchasing channel, June 2013
                                                        • Figure 114: Purchasing channels, by demographics, June 2013
                                                        • Figure 115: Purchasing channels, by demographics, June 2013
                                                        • Figure 116: Purchasing channel, by frequency of use of facial skincare segments, June 2013
                                                        • Figure 117: Purchasing channel, by frequency of use of facial skincare segments, June 2013
                                                        • Figure 118: Purchasing channel, by frequency of use of facial skincare segments, June 2013
                                                        • Figure 119: Consumer behavior, by purchasing frequency, June 2013
                                                        • Figure 120: Consumer attitude, by purchasing channel, June 2013
                                                    • Appendix – Consumer Behavior

                                                        • Figure 121: Consumer behavior, June 2013
                                                        • Figure 122: Most popular consumer behavior, by demographics, June 2013
                                                        • Figure 123: Most popular consumer behavior, by demographics, June 2013
                                                        • Figure 124: Other consumer behavior, by demographics, June 2013
                                                        • Figure 125: Frequency of using facial skincare products, by most popular consumer behavior, June 2013
                                                        • Figure 126: Frequency of using facial skincare products, by next most popular consumer behavior, June 2013
                                                        • Figure 127: Purchasing channel, by most popular consumer behavior, June 2013
                                                        • Figure 128: Purchasing channel, by next most popular consumer behavior, June 2013
                                                    • Appendix – Consumer Attitudes

                                                        • Figure 129: Consumer attitudes, June 2013
                                                        • Figure 130: Agreement with the statement “Different areas of the face need different products (ie lip, eyes, etc),” by demographics, June 2013
                                                        • Figure 131: Agreement with the statement “I would buy more facial skincare products if they were cheaper,” by demographics, June 2013
                                                        • Figure 132: Agreement with the statement “Facial skincare products are more appealing to me when they are part of special offers and promotions,” by demographics, June 2013
                                                        • Figure 133: Agreement with the statement “Ingredients are not important to me as long as the product works,” by demography, June 2013
                                                        • Figure 134: Agreement with the statement “I prefer facial skincare products that are made with natural ingredients,” by demographics, June 2013
                                                        • Figure 135: Agreement with the statement “I would like to be able to try facial skincare products before buying,” by demographics, June 2013
                                                        • Figure 136: Agreement with the statement “I prefer products that are recommended by celebrities,” by demographics, June 2013
                                                        • Figure 137: Agreement with the statement “I prefer to use products that I know rather than trying new ones,” by demographics, June 2013
                                                        • Figure 138: Agreement with the statement “I would like to try products that do not make my skin oily,” by demographics, June 2013
                                                        • Figure 139: Agreement with the statement “I like recommendations or even a second opinion before I buy facial skincare products (eg from friends, family, specialists),” by demographics, June 2013
                                                        • Figure 140: Frequency of using facial skincare products by agreement with the statements “Different areas of the face need different products “ and “I would buy more facial skincare products if they were cheaper,” June 2013
                                                        • Figure 141: Frequency of using facial skincare products, by agreement with the statements “Facial skincare products are more appealing to me when they are part of special offers and promotions” and “Ingredients are not important to me as long as the product works,” June 2013
                                                        • Figure 142: Frequency of using facial skincare products by agreement with the statements “I prefer facial skincare products that are made with natural ingredients” and “I would like to be able to try facial skincare products before buying,” June 2013
                                                        • Figure 143: Frequency of using facial skincare products by agreement with the statements “I prefer products that are recommended by celebrities” and “I prefer to use products that I know rather than trying new ones,” June 2013
                                                        • Figure 144: Frequency of using facial skincare products, by agreement with the statements “I would like to try products that do not make my skin oily” and “I like recommendations or even a second opinion before I buy facial skincare products,” June 2013
                                                        • Figure 145: Channel purchase, by agreement with the statements “Different areas of the face need different products” and “I would buy more facial skincare products if they were cheaper,” June 2013
                                                        • Figure 146: Purchasing channel, by agreement with the statements “Facial skincare products are more appealing to me when they are part of special offers and promotions” and “Ingredients are not important to me as long as the product works,” June 2013
                                                        • Figure 147: Purchasing channel, by agreement with the statements “I prefer facial skincare products that are made with natural ingredients” and “I would like to be able to try facial skincare products before buying,” June 2013
                                                        • Figure 148: Purchasing channel, by agreement with the statements “I prefer products that are recommended by celebrities” and “I prefer to use products that I know rather than trying new ones,” June 2013
                                                        • Figure 149: Purchasing channel, by agreement with the statements “I would like to try products that do not make my skin oily” and “I like recommendations or even a second opinion before I buy facial skincare products,” June 2013
                                                    • Appendix – Consumer Typologies

                                                        • Figure 150: Target-groups, June 2013
                                                        • Figure 151: Frequency of using facial skincare products, by target groups, June 2013
                                                        • Figure 152: Purchasing channel, by target groups, June 2013
                                                        • Figure 153: Consumer behavior, by target groups, June 2013
                                                        • Figure 154: Consumer attitude, by target groups, June 2013
                                                    • Appendix – GNPD Data

                                                        • Figure 155: Index of product launches male facial, 2008-12
                                                        • Figure 156: Participation of claim moisturizing/hydrating on launches of facial products, 2008-12
                                                        • Figure 157: Index of launches of facial products with botanical/herbal claim, 2008-12
                                                        • Figure 158: Index of launches of multifunctional facial skincare products, 2010-13*
                                                        • Figure 159: Index of launches of multifunctional facial skincare products with SPF protection, 2010-13*

                                                    Companies Covered

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

                                                    Facial Skincare - Brazil - October 2013

                                                    US $3,995.00 (Excl.Tax)