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Beauty Retailing - Brazil - November 2018

"Brazil's beauty retailers still perform simple actions to attract consumers to their stores, compared to what has been done in countries such as the US. The competition is getting increasingly fiercer, as pharmacies merge to become stronger and big players in the sector buy smaller brands to increase their market share. New technologies such as the click and collect system, chatbots, and augmented reality devices could bring innovation to the market, allowing brands to get closer to their consumers."
– Juliana Martins, Beauty and Personal Care Senior Specialist

This report looks at the following areas:

  • Click and collect system can boost online sales
  • Direct sales brands can expand to other channels to attract C12 consumers
  • Chatbots are revolutionizing the way brands talk with their customers

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

          • Challenges
            • Click and collect system can boost online sales
              • Figure 1: Products purchased, September 2018
            • Direct sales brands can expand to other channels to attract C12 consumers
              • Figure 2: Retailer shopped, department stores, by socioeconomic group, September 2018
            • Chatbots are revolutionizing the way brands talk with their customers
              • Figure 3: Attitudes and behaviors toward social media, by gender, September 2018
            • Opportunities
              • Retailers need to create “Instagrammable" spaces to attract customers
                • Supermarkets could invest in premium beauty products
                  • Figure 4: Retailer shopped, September 2018
                • Presence of a specialist is important for some Brazilians
                  • Figure 5: Retailer drivers, September 2018
                • What we think
                • The Market – What You Need to Know

                  • Beauty retailers have been reinvented with mergers, acquisitions, and creative spaces to be shared on social media
                    • Socioeconomic problems, such as high dollar and unemployment, can generate opportunities
                    • Market Drivers

                      • Acquisitions and partnerships are changing Brazil's beauty retailing market
                        • Brands are understanding the importance of sales via mobile phones
                          • Unemployment creates job opportunities, such as beauty consultants
                            • Beauty retailers may be affected by the high value of dollar, but can also benefit from it
                              • Retailers need to create “Instagrammable” spaces to attract customers
                                • Pharmacies have invested in private labels
                                • Key Players – What You Need to Know

                                  • Beauty retailers try to get closer to consumers
                                    • Sustainable stores and customized products appeal to some Brazilians
                                    • Marketing Campaigns and Actions

                                      • DPSP launches another edition of its winter clothing donation campaign
                                        • Drauzio Varella and DPSP partner to create informative videos
                                          • Figure 6: Drauzio Varella video about stress, September 2018
                                        • Onofre informs customers about the price increase
                                          • Figure 7: Onofre campaign, March 2018
                                        • Boticário distributes free samples of moisturizers
                                          • Figure 8: Boticário campaign, February 2018
                                        • Panvel is set to begin expansion in São Paulo in 2019
                                          • Sephora brings The Sound of Beauty to Brazil
                                            • Figure 9: Sephora campaign, June 2018
                                          • Netfarma debuts on TV to disclose product offerings
                                            • Figure 10: Netfarma campaign, November 2017
                                          • Guanabara supermarkets celebrate beauty week with various discounts
                                          • Who's Innovating?

                                            • Beauty retailers need to focus on sustainability
                                              • Customization of products can help reduce waste
                                                • Figure 11: Schwarzkopf Professional SalonLab
                                              • Antiwrinkles products can innovate using antioxidants and probiotics
                                                • Figure 12: Global releases of face care products by "antioxidant" positioning, top 5 countries and Brazil, January 2015-August 2018
                                            • The Consumer – What You Need to Know

                                              • Some innovations in the retail sector can boost sales of certain beauty products
                                                • Survey reveals the main beauty retailer in Brazil
                                                  • Brazilians like to chat with beauty experts and vendors in stores
                                                    • Some consumers have an interest in paid beauty services in stores
                                                      • There is space for mobile payment systems and devices that showcase the availability of products
                                                        • Social media becomes an important channel of communication between brands and customers
                                                        • Products Purchased

                                                          • Click-and-collect system can boost online sales
                                                            • Figure 13: Products purchased, September 2018
                                                          • Sunscreens could be displayed according to their benefits
                                                            • Figure 14: Products purchased, by selected products and interest in retail innovations, September 2018
                                                          • Demonstration of electrical devices and beauty accessories can bring innovation
                                                            • Figure 15: Products purchased, by selected products and interest in beauty retail mobile technology, September 2018
                                                        • Retailers Shopped

                                                          • Supermarkets could invest in premium beauty products
                                                            • Figure 16: Retailers shopped, September 2018
                                                          • Direct sales brands can expand to other channels to attract C12 consumers
                                                            • Figure 17: Retailers shopped, department stores, by socioeconomic group, September 2018
                                                          • Pharmacy chains in the Northeast can attract customers offering promotions
                                                            • Figure 18: Retailers shopped, drugstores/pharmacies, by region, September 2018
                                                        • Retailer Drivers

                                                          • Presence of a specialist is important for some Brazilians
                                                            • Figure 19: Retailer drivers, September 2018
                                                          • Direct sales brands can attract men with free samples
                                                            • Figure 20: Retailer drivers, provide samples/testers, by gender, September 2018
                                                        • Interest in Retail Innovations

                                                          • Some Brazilians have an interest in paid beauty services
                                                            • Figure 21: Interest in retail innovations, September 2018
                                                          • TURF analysis reveals the ideal beauty retailing shop
                                                            • Figure 22: TURF analysis, interest in retail innovations, September 2018
                                                        • Interest in Beauty Retail Mobile Technology

                                                          • Beauty retailers could make partnerships with mobile payment systems
                                                            • Figure 23: Interests in beauty retail mobile technology, September 2018
                                                          • Search devices could attract young consumers
                                                            • Figure 24: Interests in beauty retail mobile technology, by selected interest and age group, September 2018
                                                        • Attitudes and Behaviors toward Social Media

                                                          • Retailers and brands should get involved with consumers via social media
                                                            • Figure 25: Attitudes and behaviors toward social media, September 2018
                                                          • Chatbots are revolutionizing the way brands talk with their customers
                                                            • Figure 26: Attitudes and behaviors toward social media, by gender, September 2018
                                                        • Appendix – Abbreviations

                                                          • Abbreviations

                                                          Beauty Retailing - Brazil - November 2018

                                                          US $3,995.00 (Excl.Tax)