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Color Cosmetics - Consumers' Needs that May Drive Innovation - Brazil - September 2019

“Brazil’s makeup market has a few challenges to face. There is still a small number of brands focusing on social inclusion and individuality or developing products aimed at older generations. In addition, products such as eyeliners, blushes, and illuminators are more likely to be used for a special occasion only. There are opportunities to innovate in terms of textures and formats in order to encourage consumers to use these products on a daily basis. Products that can be used on the go and that can be intermixed, creating unique and customized colors, can also appeal to customers.”
– Juliana Martins, Beauty and Personal Care Senior Specialist

This report looks at the following areas:

  • Eyeliners are more likely to be used for a special occasion
  • Lip makeup with natural ingredients appeals to older generations
  • Almost half of the Brazilian women do not use facial illuminator

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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

                                                                  Color Cosmetics - Consumers' Needs that May Drive Innovation - Brazil - September 2019

                                                                  £3,122.80 (Excl.Tax)