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- The impact of US tariffs on the sector
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Executive Summary
- What consumers want and why
- Challenges
- Opportunities
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THE CONSUMER
- Time spent on beauty and grooming routines
- Deliver convenience with products that fit into busy routines
- Graph 1: time spent on beauty and grooming routines, 2024
- Take advantage of the nighttime routine to create a connection with consumers
- Frequency of personal care routines
- The face takes center stage in personal care routines
- Graph 2: beauty and grooming tasks performed, 2024
- Offer facial cleansing with skincare added benefits
- Promote awareness of the importance of sunscreen
- Sun protection: price speaks louder than habit
- Graph 3: beauty and grooming tasks performed – apply sun protection, by socioeconomic group, 2024
- Infrared radiation as a target in sun protection
- Sun protection allied to skincare
- Inflation and other issues do not mitigate the importance of taking a shower
- Graph 4: beauty and grooming tasks performed – take a shower, by concern, 2024
- Transform taking a shower into a hedonistic moment
- Frequency of beauty routines
- The daily life of Brazilians is filled with perfumes and skincare
- Graph 5: beauty and grooming tasks performed, 2024
- Makeup takes a more occasional place
- Graph 6: beauty and grooming tasks performed – apply makeup, by gender and age group, 2024
- Long-lasting and makeup as dermocosmetic
- Revamped K-beauty: embracing more objective routines
- Older adults maintain a good frequency in using BPC products
- Graph 7: beauty and grooming tasks performed, Baby Boomers, 2024
- Graph 8: beauty and grooming tasks performed, Generation X, 2024
- Brands should connect with older consumers
- Perfumes and fragrances are essential in the daily life of Brazilians
- Deliver benefits that go beyond fragrance
- Create infinite possibilities with fragrances that go beyond the perfume
- Speak to all generations
- Aging population redefines strategies in the personal care sector
- Even amid consumer doubts, skincare is growing in Brazil
- Factors influencing overall appearance
- Consumers often don’t realize that appearance is shaped by a variety of factors
- Graph 9: factors influencing overall appearance, 2024
- Mental health is among the most cited concerns, even when the topic is beauty
- Help consumers relax with ingredients that combat stress
- Challenges that impact appearance
- Deliver beauty and wellbeing at the same time
- Tackle the effects of stress with neurocosmetics
- Attitudes toward beauty
- Brazilians’ routines have seen minimal changes
- Graph 10: changes on beauty and grooming routines, 2024
- Skincare popularity contrasts with the low demand for dermatologists
- An opportunity for collaboration with dermatologists
- Simple and with clinically proven results
- Nutrition is the foundation of healthy skin and hair
- Consumers demand authenticity and beauty that transcends age
- Address emotional health in communications
- Build connections with products that resonate emotionally
- Think about the specific needs of each age group
- Definitions that make it easier for the consumer
- Prioritize the development of safe formulations for girls and actively explore co-creation opportunities
- Generation Alpha is focused on skincare
- Enhancing skin health and overall wellbeing by understanding hormones
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Key Players
- Companies and brands
- Eurofarma acquires 60% of Dermage
- Grupo Cimed makes advertising investment in baby product line
- Launches and innovations
- Biotechnology in the production of hyaluronic acid with Brazilian technology
- Marketing campaigns and actions
- Boticário Group launches campaign about consumerism
- L’Oréal continues studies on skincare and activations in Brazil
- Natura evolves digital project into physical structure
- Fenty chooses Brazil to inaugurate the Coffee Parties calendar
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THE MARKET
- New Anvisa Law – Good Cosmetovigilance Practices
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APPENDIX – Definition, Methodology and Abbreviations
- Report definition
- Consumer questions
- Methodology
This report looks at the following areas:
- How US tariffs affect the Beauty and Personal Care (BPC) industry
- Engaging consumers who have rushed beauty routines
- The rise of neurocosmetics and wellness in beauty
- Sun protection as a key part of daily skincare
- How stress impacts physical appearance
- The need for conversations between different generations.
Modern beauty routines are often compressed. This means brands must offer more than just aesthetic appeal. Brands that effectively integrate wellbeing into their offerings establish deeper connections, becoming an essential part of consumers' daily lives.
Mariana Lombardo, Research – Mintel Reports
Market Definitions
This Report presents a comprehensive analysis of the beauty and personal care habits of Brazilian consumers, covering their routines, attitudes and behaviors. This edition also explores the average time and frequency dedicated to these practices, taking into account their distinct specificities.
It also highlights the factors that consumers believe have the greatest influence on their appearance. It maps out changes in lifestyle routines and access to professional services. Finally, it explores consumer perceptions and feelings about beauty, brand communication and the products available on the market. Although the data book addresses a wide range of categories, the selection presented here focuses on the most analytically relevant data. Categories covered:
- skincare and dermocosmetics
- sun protection
- bath/shower products
- makeup and K-Beauty
- perfumes, mists and fragrances
- skincare under the perspective of hormones.
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