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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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What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

          • Challenges
            • Eyeliners are more likely to be used for a special occasion
              • Figure 1: Products used and usage occasions, mascara and eye pencil/eyeliner – Brazil, May 2019
            • Lip makeup with natural ingredients appeals to older generations
              • Figure 2: Benefits sought – Lip makeup, natural ingredients, by age group – Brazil, May 2019
            • Almost half of the Brazilian women do not use facial illuminator
              • Figure 3: Benefits sought – Facial makeup – Brazil, May 2019
            • Opportunities
              • Lipsticks with matte finish still bring opportunities
                • Figure 4: Benefits sought – Lip makeup – Brazil, May 2019
              • Makeups to be used on the go appeal to Brazilians
                • Figure 5: Interest in products – Brazil, May 2019
              • Makeups that can be mixed to create unique colors appeal to Millennials
                • Figure 6: Interest in products, customized makeup, by generation – Brazil, May 2019
              • What we think
              • Market Drivers

                • Makeup category tends to focus on social inclusion
                    • Figure 7: Sephora’s “Identify as We: Gender” campaign, June 2019
                  • Makeups for mature skin are still a niche in Brazil
                    • Brazil has high levels of air pollution and UV rays
                    • Key Players – What You Need to Know

                      • Avon keeps the market leadership
                        • Brands of makeup and nail polish invest in advertising
                          • Brazilian women don’t seem to understand the benefits of primers
                            • Glossier and CoverGirl appeal to consumers with different strategies
                            • Market Share

                              • Avon keeps the color cosmetic market leadership in 2018
                                • Figure 8: Leading companies’ retail sales share of color cosmetics, by value - Brazil, 2017-18
                            • Marketing Campaigns and Actions

                              • Makeup campaigns
                                • Avon innovates in Brazil with lipstick in a cushion format
                                  • Figure 9: Mark new powder lipstick, May 2019
                                • Avon makes an unprecedented action to launch its mascara
                                  • Soccer player Marta takes part in Avon’s makeup campaign
                                    • Figure 10: Avon’s Big&Extreme campaign, July 2018
                                  • Estrela launches makeup line aimed at kids
                                    • Natura Aquarela innovates in terms of packaging, formulas, and shades
                                      • Figure 11: Natura Aquarela campaign, June 2018
                                    • Natura embraces diversity in a new campaign
                                      • Figure 12: Natura Faces campaign, May 2019
                                    • Eudora launches Eudora Glam with a super matte effect
                                      • Figure 13: Eudora Glam campaign, March 2019
                                    • Eudora launches Eudora Glow collection after two months
                                      • Figure 14: Eudora Glow campaign, May 2019
                                    • Gisele Bundchen stars Boticário’s campaign once again
                                      • Figure 15: O Boticário’s Make B campaign, March 2019
                                    • Boticário invites singer Anita to create new lipstick colors
                                      • Figure 16: Boticario Intense campaign, October 2018
                                    • Lancôme makes action at Sephora stores to market new matte lipstick
                                      • Sephora and LinkedIn partner on Labor Day
                                        • Hinode distributes its products to Glambox subscribers
                                          • Vult makes promotion with actor Caio Castro
                                            • Figure 17: Vult campaign, August 2018
                                          • Quem Disse Berenice? launches lipsticks with Taís Araújo
                                            • Figure 18: Quem disse, Berenice? campaign, October 2018
                                          • Nail polish campaigns
                                            • Risqué launches five tones of creamy and metalized nude
                                              • Figure 19: Risqué Nude Mistura Brasileira campaign, November 2018
                                            • Risqué also launches a collection in partnership with Coca-Cola
                                              • Avon launches nail polish that dries in a minute
                                                • Colorama brings back colors that were a success
                                                • Who’s Innovating?

                                                  • Primers can encourage use by communicating the benefits of facial products
                                                    • Figure 20: Launches of facial makeup products, by year – Brazil, January 2015-June 2019
                                                  • Brands innovate to develop sustainable makeups
                                                    • Figure 21: Launches of makeup products, by “Ethical – Environmentally Friendly Packaging” claim – Brazil, January 2016-June 2019
                                                  • Facial makeup with probiotics can provide benefits to the skin
                                                    • Figure 22: Launches of facial makeup products*, by “moisturizer,” “highlighter/whitening,” and “anti-aging” claims – Top five countries and Brazil, January 2015-June 2019
                                                • Case Studies

                                                  • Glossier becomes an absolute success in the US thanks to its proximity to customers
                                                    • CoverGirl reaches more than 30 million people with a video that supports individuality
                                                    • The Consumer – What You Need to Know

                                                      • There is space to boost consumption of BB/CC creams, eyeliners and blushes
                                                        • Illuminators can innovate with gel/jelly format
                                                          • Mascaras can offer more convenience with packaging that facilitates use on the go
                                                            • Lip makeups with matte effect bring many opportunities
                                                              • Survey reveals interests in innovations
                                                                • Brazilian women have an interest in technologies that help them choose makeup products
                                                                • Products Used and Usage Occasions

                                                                  • BB/CC creams can focus on protection against external aggressors such as pollution
                                                                    • Figure 23: Products used and usage occasions, foundation and BB/CC cream, for a typical day – Brazil, May 2019
                                                                  • There are opportunities to increase daily usage of eyeliners
                                                                    • Figure 24: Products used and usage occasions, mascara and eye pencil/eyeliner – Brazil, May 2019
                                                                  • Women who are employed may be interested in fast-drying nail polishes
                                                                    • Figure 25: Products used and usage occasions, nail polish, by working status – Brazil, May 2019
                                                                  • ‘Draping’ technique could boost usage of blush on normal days
                                                                    • Figure 26: Products used and usage occasions, blush – Brazil, May 2019
                                                                • Benefits Sought – Facial Makeup

                                                                  • Illuminators in gel format can bring innovation to the segment
                                                                    • Figure 27: Benefits Sought – Facial makeup – Brazil, May 2019
                                                                  • Long-wear and sun protection stand out when it comes to facial makeup
                                                                    • Figure 28: TURF analysis – Benefits sought – Facial makeup – Brazil, May 2019
                                                                  • Oil-free facial makeup can be communicated directly to young consumers
                                                                    • Figure 29: Benefits sought – Facial makeup, oil-free, by age group – Brazil, May 2019
                                                                • Benefits Sought – Mascara

                                                                  • Volumizing mascara can stand out with on-the-go packages
                                                                    • Figure 30: Benefits sought – Mascara – Brazil, May 2019
                                                                  • Analysis reveals the benefits offered by the ideal mascara
                                                                    • Figure 31: TURF analysis – Benefits sought – Mascara – Brazil, May 2019
                                                                • Benefits Sought – Lip Makeup

                                                                  • Lipsticks with matte finish still bring opportunities
                                                                    • Figure 32: Benefits sought – Lip makeup – Brazil, May 2019
                                                                  • Ideal lip makeup is moisturizing, long-wear and plumping
                                                                    • Figure 33: TURF analysis – Benefits sought – Lip makeup – Brazil, May 2019
                                                                  • Women aged 45+ have an interest in lip makeups with natural ingredients
                                                                    • Figure 34: Benefits sought – Lip makeup, natural ingredients, by age group – Brazil, May 2019
                                                                • Interest in Products

                                                                  • Makeup formats could innovate more to be used on the go
                                                                    • Figure 35: Interest in products – Brazil, May 2019
                                                                  • Multipurpose products could have special launches for Mother’s Day
                                                                    • Figure 36: Interest in products, multipurpose makeup, by children in the household – Brazil, May 2019
                                                                  • Makeups that can be mixed to create unique colors appeal to Millennials
                                                                    • Figure 37: Interest in products, customized makeup, by generation – Brazil, May 2019
                                                                • Interests in Technology

                                                                  • Millennials are more likely to use apps that allow you to “try on” makeup
                                                                    • Figure 38: Interests in technology – Brazil, May 2019
                                                                    • Figure 39: ColourMe app launch at Watsons – Malaysia, June 2019
                                                                  • Women need help to understand which products suit their skin
                                                                    • Figure 40: Interests in technology, by selected technology and age group – Brazil, May 2019
                                                                • Appendix – Abbreviations

                                                                  • Abbreviations
                                                                  • Appendix – Market Size and Forecast

                                                                    • Market size and forecast
                                                                      • Figure 41: Retail sales of color cosmetics, by value - Brazil, 2014-19
                                                                    • Market share
                                                                      • Figure 42: Leading companies’ retail sales share of color cosmetics, by value - Brazil, 2017-18

                                                                  This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

                                                                  • Market

                                                                    Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

                                                                  • Consumer

                                                                    Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

                                                                  • Brand/Company

                                                                    Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

                                                                  • Data

                                                                    Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

                                                                  Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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