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Brazil Color Cosmetics Market Report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Color Cosmetics market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry and how fast are its rates of growth? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Covered in this Report

This Report examines the usage of makeup and nail products by women in Brazil. The market data considers sales across all channels, including direct sales to consumers and selected retail stores.

The consumer research includes the following products, divided into four categories:

  • Face makeup: eg blushes and foundation
  • Eyes makeup: eg mascara and liner
  • Lips makeup: eg lipstick and gloss
  • Nail: nail polish and varnish

The following products are excluded from this Report: nail varnish remover, medicated products including lip salves, and cosmetics hardware.

The consumer research, held online by Lightspeed/Mintel in May 2018, was answered by 750 women aged 16+ (see Methodology for more information). Detailed demographics are in the Databook.

In 2017, the market data has been compiled with a new methodology. As the Reports published before that employed a different approach, it’s not possible to make a direct comparison with current data.

What you need to know

Brazil’s color cosmetics market has faced some challenges due to the country’s economic recession. The category, however, has grown thanks to affordable prices and women’s participation in the labor market. The market of color cosmetics has been changing gradually. Brands have been trying to attract consumers using social media, offering mobile apps to test makeup, and developing communication strategies that focus on minority groups, such as drag queens, homosexuals, and transsexuals.

Expert analysis from a specialist in the field

Written by Juliana Martins, a leading analyst in the Beauty & Personal Care sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

The category of color cosmetics has several opportunities to innovate in Brazil, offering different formats, textures, and claims. In addition, new technologies have changed the market, thus brands have tried to adapt by offering augmented reality apps, developing marketing actions via social media and appealing to minority groups. Juliana Martins
Beauty & Personal Care Specialist

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

          • Challenges
            • International brands close and open stores in Brazil
              • Physical stores and direct sales appeal to women in the Northeast
                • Figure 1: Color cosmetic money involvement, by nail products and region, May 2018
              • Pharmacies need to do more to keep attracting consumers
                • Figure 2: Retailers shopped, May 2018
              • Opportunities
                • Social networks offer space to sell products and attract consumers
                  • Eye shadow with adaptive colors can boost consumption
                    • Figure 3: Products used, May 2018
                  • Miniatures can prevent customers from migrating to cheaper brands
                    • Figure 4: Color cosmetic money involvement, May 2018
                  • What we think
                  • The Market – What You Need to Know

                    • Retail sales keep growing, but at a slower pace
                      • Brands are adopting new communication strategies
                      • Market Size and Forecast

                        • Retail sales have benefited from affordable prices and women’s participation in the labor market
                          • Figure 5: Retail sales of color cosmetics, by value – Brazil, 2013-23
                          • Figure 6: Forecast for retail sales of color cosmetics, by value – Brazil, 2013-23
                      • Market Drivers

                        • Brands start including minority groups in their communications
                          • International brands open and close stores in Brazil
                            • Social networks offer space to sell products and attract consumers
                              • Mobile apps provide accurate information to brands
                                • Brands and retailers back ending animal tests
                                • Key Players – What You Need to Know

                                  • Avon leads color cosmetics market
                                    • Marketing campaigns reflect the new reality
                                      • Scented makeup and coffee- and milk-based nail polish
                                      • Market Share

                                        • Brazilian companies have important participation in sales
                                          • Figure 7: Top companies' retail sales shares in color cosmetics, by value – Brazil, 2016-17
                                      • Marketing Campaigns and Actions

                                        • Natura innovates with a unisex makeup line
                                          • Figure 8: Natura's campaign, April 2017
                                        • Drag queen stars in new Natura’s campaign
                                          • Figure 9: Natura's campaign, June 2017
                                        • Color Trend creates a campaign focused on inclusiveness
                                          • Figure 10: Color Trend's campaign, June 2017
                                        • Avon launches eyelashes mask in gel format
                                          • Figure 11: Avon's campaign, July 2017
                                        • Avon launches ad with Paolla Oliveira to promote new lipstick
                                          • Figure 12: Avon's campaign, January 2018
                                        • Avon invites empowered women to communicate new foundation
                                          • Figure 13: Avon's campaign, March 2018
                                        • Hinode creates its first media campaign
                                          • Figure 14: Hinode's campaign, March 2018
                                        • Gisele Bündchen launches O Boticário’s campaign
                                          • Figure 15: O Boticário's campaign, April 2018
                                        • Jequiti promotes initiative to help women feel good during job interviews
                                          • Figure 16: Jequiti's campaign, May 2018
                                        • Second phase of Risqué’s Minnie Mouse campaign is launched
                                          • Figure 17: Risqué's campaign, May 2018
                                        • Impala launches a new line in partnership with Lethicia Bronstein
                                          • Avon launches promotion with international travel as a prize
                                            • Figure 18: Avon's campaign, June 2018
                                        • Who’s Innovating?

                                          • Line extensions with scented makeup can attract Brazilian women
                                            • Figure 19: Percentage of color cosmetics global launches positioned as "scented" and "perfumed", by top 5 countries and Brazil, January 2015-May 2018
                                          • Coffee and milk can be explored as ingredients in nail polish
                                            • Opportunity to develop nail polish to be used at home
                                              • Figure 20: Nail polish launches in Brazil, by positioning, January 2015-May 2018
                                          • The Consumer – What You Need to Know

                                            • Eye shadow, foundation, and eyebrow makeup can innovate
                                              • Some women have spent less with makeup and nail polish
                                                • Young women are more likely to spend more time in their beauty routine
                                                  • Pharmacies become the main sales channel
                                                    • Some women seek nail polish that helps nail growth
                                                      • Brands need to develop nail polish that can be easily removed
                                                        • Quality of nail polish bottles is as important as the product
                                                        • Products Used

                                                          • Eye shadow with customized color can boost consumption
                                                            • Figure 21: Products used, May 2018
                                                          • Brands can position foundation in stick format as easy to use
                                                            • Figure 22: Products used, by foundation and format, May 2018
                                                          • Eyebrow makeup in different formats and textures appeal to Millennials
                                                            • Figure 23: Products used, by Millennials and eyebrow makeup, May 2018
                                                        • Color Cosmetic Money Involvement

                                                          • Miniatures can prevent customers from migrating to cheaper brands
                                                            • Figure 24: Color cosmetic money involvement, May 2018
                                                          • Eye makeup for women aged 45-64 can engage these consumers more
                                                            • Figure 25: Color cosmetic money involvement, by makeup and age group, May 2018
                                                          • Physical stores and direct sales appeal to women in the Northeast
                                                            • Figure 26: Color cosmetic money involvement, by nail products and region, May 2018
                                                        • Color Cosmetic Time Involvement

                                                          • Easy-to-use products can appeal to younger women
                                                            • Figure 27: Color cosmetic time involvement, by age group, May 2018
                                                          • Presence of consultants can boost usage among C12 women
                                                            • Figure 28: Color cosmetic time involvement, by socioeconomic group, May 2018
                                                          • Tutorials can invest in tips about lipstick
                                                            • Figure 29: Color cosmetic time involvement, by selected products, May 2018
                                                        • Retailers Shopped

                                                          • Pharmacies need to do more to keep attracting consumers
                                                              • Figure 30: Retailers shopped, May 2018
                                                            • There is space for partnerships between children, products, and makeup
                                                              • Figure 31: Retailers shopped, by selected retailers and children at home, May 2018
                                                            • Sales via mobile apps can attract women who read beauty blogs
                                                              • Figure 32: Retailers shopped, by selected retailers and behavior toward makeup, May 2018
                                                          • Nail Polish Treatment Benefits

                                                            • Oil-based nail polish to be used at night can appeal to women
                                                              • Figure 33: Nail polish treatment benefits, May 2018
                                                            • Hand products that help keep nail polish when washing dishes
                                                              • Figure 34: Nail polish treatment benefits, by selected benefits and money spent, May 2018
                                                          • Behaviors toward Color Cosmetics

                                                            • Nail polish that is easy to be removed can be a solution
                                                              • Figure 35: Behaviors toward color cosmetics, May 2018
                                                            • Partnerships in social networks can engage more customers
                                                              • Figure 36: Behaviors toward color cosmetics, May 2018
                                                          • Attitudes toward Color Cosmetics

                                                            • Nail polishes can highlight different brush benefits
                                                              • Figure 37: Attitudes toward color cosmetics, May 2018
                                                            • Chemical-free nail polish can appeal to Generation X women
                                                              • Figure 38: Attitudes toward color cosmetics, May 2018
                                                          • Appendix – Abbreviations

                                                            • Abbreviations
                                                            • Appendix – Market Size and Forecast

                                                              • Market size and forecast
                                                                • Figure 39: Retail sales of color cosmetics, by value – Brazil, 2013-23
                                                                • Figure 40: Forecast for retail sales of color cosmetics, by value – Brazil, 2013-23
                                                                • Figure 41: Top companies' retail sales shares in color cosmetics, by value – Brazil, 2016-17