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Bodycare - Brazil - September 2018

"Most of Brazilians use body, hand, and foot care products and deodorants only after bathing/showering. There is space, however, for several innovations in these segments. Body masks (similar to face masks), deodorant spray for the whole body and relaxing fragrances are some of the products that can boost consumption. In addition, brands need to improve their communication strategies, making clear the purpose of their products and what skin type they serve best."
– Juliana Martins, Beauty and Personal Care Senior Specialist

This Report looks at the following areas:

  • Those with dry skin need to use more body care products
  • There is a lack of sport deodorants for women
  • Natural products should also look to the lower socioeconomic groups

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

          • Challenges
            • Those with dry skin need to use more body care products
              • Figure 1: Body skin types, by usage of body care products "after bathing/showering," June 2018
            • There is a lack of sport deodorants for women
              • Figure 2: Body care routines, by gender and usage of deodorants, June 2018
            • Natural products should also look to the lower socioeconomic groups
              • Figure 3: Body care benefits, by socioeconomic group, June 2018
            • Opportunities
              • Body care products could communicate the benefits of vitamins and supplements
                • Deodorants with perfume fragrances appeal to young consumers
                  • Figure 4: Deodorant statements, by age, June 2018
                • Body care products that help consumers relax when taking a shower can attract Brazilians
                  • Figure 5: Attitudes toward body care products, June 2018
                • What we think
                • The Market – What You Need to Know

                  • Economic instability has impacted the body care market
                    • Brands can attract consumers with sport products
                      • Body care products could get inspired by the benefits of vitamins and supplements
                      • Market Size and Forecast

                        • Unstable economic scenario will keep impacting the category
                          • Figure 6: Retail sales of body care products, by value – Brazil, 2013-23
                          • Figure 7: Forecast of retail sales of body care products, by value – Brazil, 2013-23
                        • Body care products are the main sales driver of the category
                          • Figure 8: Retail sales of body care products, by value, by segment – Brazil, 2016-17
                      • Market Drivers

                        • Brands have the opportunity to invest in sport products
                          • Body care products could communicate the benefits of vitamins and supplements
                            • Brands could develop products that adapt to climate change
                            • Key Players – What You Need to Know

                              • Natura leads retail sales of body care products
                                • Campaigns in different media have stood out
                                  • UV protection, anti-aging and stick format are opportunities for innovation
                                  • Market Share

                                    • Brazilian brands lead the body care market
                                      • Figure 9: Leading brands' retail sales share in the body care products market, by value – Brazil, 2016-17
                                  • Marketing Campaigns and Actions

                                    • Natura makes an unprecedented partnership with Dafiti
                                      • Natura tries to reconnect women with their own bodies
                                        • Figure 10: Natura's campaign, June 2017
                                      • Natura exalts the female body
                                        • Figure 11: Natura's campaign, June 2018
                                      • Monange launches campaign to show its new positioning
                                        • Figure 12: Monange's campaign, August 2017
                                      • Monange shows the new packaging of its moisturizers
                                        • Figure 13: Monange's campaign, June 2018
                                      • Nivea Men creates a campaign with soccer players
                                        • Figure 14: Nivea Men's campaign, April 2018
                                      • Female singers participate in Nivea Brasil campaign
                                        • Figure 15: Nivea Brasil's campaign, April 2018
                                      • Boticário makes online promotion
                                        • Figure 16: Boticário's campaign, February 2018
                                      • Boticário innovates with its main brand, Malbec
                                        • Figure 17: Boticário's campaign, July 2018
                                      • Campaign shows the different formats of Rexona antiperspirants
                                        • Figure 18: Rexona's campaign, June 2018
                                      • Rexona Men launches campaign during the World Cup
                                        • Figure 19: Rexona Men's campaign, May 2018
                                      • Gillette launches a campaign to show new gel deodorant
                                        • Figure 20: Gillette's campaign, April 2018
                                      • Paixão launches campaign with Paolla Oliveira
                                        • Figure 21: Paixão's campaign, February 2018
                                      • Avon invests in campaign with Maiara & Maraísa duo
                                        • Figure 22: Avon's campaign, February 2017
                                    • Who's Innovating?

                                      • Products with sun protection can explore different occasions
                                        • Figure 23: Percentage of "UV protection" body care products launches, by top five countries and Brazil, January 2016-June 2018
                                      • Launches of anti-aging body care products in Brazil are low
                                        • Figure 24: Percentage of "anti-aging" body care products launches, by top five countries and Brazil, January 2016-June 2018
                                      • Stick format can be communicated in different ways
                                        • Figure 25: Launches of deodorants, by format, Brazil, January 2016-June 2018
                                    • The Consumer – What You Need to Know

                                      • Brands need to better communicate their products according to the body skin type
                                        • Sport deodorants can appeal to Brazilian women
                                          • Analysis reveals which benefits the ideal body care product would have
                                            • Antibacterial deodorants appeal to more than half of Brazilians
                                              • There is space for body care products that improve wellbeing
                                                • Body spray and body mask can attract Brazilian consumers
                                                • Body Skin Types

                                                  • Those with dry skin need to use more body care products
                                                    • Figure 26: Body skin types, by usage of body care products "after bathing/showering," June 2018
                                                  • Brands should use different messages to attract consumers with oily skin
                                                    • Figure 27: Body skin types, by body care routines, "I don't use this product," June 2018
                                                  • Technologies that help improve the skin can attract consumers who define their skin type as "combination"
                                                    • Figure 28: Body skin types, by selected attitude toward body care products, June 2018
                                                • Body Care Routines

                                                  • There is a lack of sport deodorants for women
                                                    • Figure 29: Body care routines, by gender and usage of deodorants, June 2018
                                                  • Brands have space to innovate with hand care and foot care products to be used at night
                                                    • Figure 30: Body care routines, by selected products and age, June 2018
                                                  • Products that communicate pleasant scent can appeal to southerners
                                                    • Figure 31: Body care routines, by selected products and region, June 2018
                                                • Body Care Benefits

                                                  • Ideal body care product is a challenge to the market
                                                    • Figure 32: TURF analysis*, body care benefits, June 2018
                                                  • Young women may be interested in products that can be made at home with antipollution ingredients
                                                    • Figure 33: Body care benefits, by gender and age, June 2018
                                                  • Natural products should also try to appeal to the lower socioeconomic groups
                                                    • Figure 34: Body care benefits, by socioeconomic group, June 2018
                                                • Deodorants Statements

                                                  • More than half of Brazilians have an interest in antibacterial deodorants
                                                    • Figure 35: Deodorant statements, June 2018
                                                  • Deodorants with perfume fragrances appeal to young consumers
                                                    • Figure 36: Deodorant statements, by age, June 2018
                                                • Attitudes toward Body Care Products

                                                  • Body care products that help consumers relax when taking a shower can attract Brazilians
                                                    • Figure 37: Attitudes toward body care products, June 2018
                                                  • In-shower moisturizers for body and face can attract Brazilians who want to save time
                                                    • Figure 38: Attitudes toward body care products, June 2018
                                                • Interest in Formats

                                                  • Deodorants for the whole body can be communicated in different ways
                                                    • Figure 39: Interest in formats, June 2018
                                                  • Brands can innovate with moisturizing body sheet masks
                                                    • Figure 40: Interest in formats, by gender and age, June 2018
                                                  • Brazilians could be interested in body wipes free from chemical ingredients
                                                    • Figure 41: Interest in formats, by "chemical-free (eg no parabens)" benefit, June 2018
                                                • Appendix – Abbreviations

                                                  • Abbreviations
                                                  • Appendix – Market Size and Forecast

                                                    • Market size and forecast
                                                      • Figure 42: Retail sales of body care products, by value – Brazil, 2013-23
                                                      • Figure 43: Forecast of retail sales of body care products, by value – Brazil, 2013-23
                                                      • Figure 44: Leading brands' retail sales share in the body care products market, by value – Brazil, 2016-17

                                                  Bodycare - Brazil - September 2018

                                                  US $3,995.00 (Excl.Tax)