2020
0
Facial Skincare: Incl Impact of COVID-19 – Brazil – June 2020
2020-09-04T09:31:16+01:00
OX989860
3265
124770
[{"name":"Beauty and Personal Care","url":"https:\/\/store.mintel.com\/industries\/beauty-personal-care"}]
Report
en_GB
“Facial skincare is a growing category in Brazil, with consumers continuously aware of the importance of taking care of their facial skin. During the COVID-19 pandemic, consumers found in the…

Facial Skincare: Incl Impact of COVID-19 – Brazil – June 2020

£ 3,265 (Excl.Tax)

Report Summary

“Facial skincare is a growing category in Brazil, with consumers continuously aware of the importance of taking care of their facial skin. During the COVID-19 pandemic, consumers found in the use of beauty products a way to cope with tension while expanding their self-care rituals and adding more products to their routine. In addition to beauty and functional benefits, wellbeing became another important attribute, as during critical periods consumers seek indulgence. As the pandemic brought healthiness to a higher priority level, the use of nutraceuticals can be placed as a new step on consumers’ routine to boost their skin appearance.”

– Amanda Caridad, Beauty and Personal Care Senior Specialist

This report covers the following issues:

  • The impact of COVID-19 on consumer behavior and the facial skincare market
  • How the segment of facial skincare will be affected by the economic recession
  • Behaviors among different demographic groups toward the consumption of facial skincare products
  • Product innovation during and after the pandemic

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Definition
        • Executive Summary

            • What you need to know
              • The impact of COVID-19 on facial skincare
                • Figure 1: Expected impact of COVD-19 on facial skincare, short-, medium- and long-term, June 2020
              • Short-term implications
                • During isolation, Brazilians are more engaged in their facial skincare routine
                  • Figure 2: Google Trends reports increase on searches for “skincare” in Brazil – April to July 2020
                • Beauty brands can proactively help consumers relieve stress and tension
                  • Figure 3: Beauty brands can offer support at distance through relevant content for mental wellbeing
                  • Figure 4: KurCosmeticos launches the first body lotion supported by a meditation experience
                • COVID-19 recession calls lipstick index into question and places wellness on top
                  • Figure 5: Océane promotes their Gua Sha rocks for facial massage
                • Skin protection is questioned during the pandemic
                  • Figure 6: Brands around the globe reinforce the importance of wearing sunscreen
                • Mandatory use of face masks brings new facial skincare needs
                  • Beauty brands are challenged to offer safe and hygienic solutions for using products on the go
                    • Medium and longer term (2-5 years) implications
                      • Local and clean beauty resonate among Brazilians
                        • Figure 7: Simple Organic and Creamy Skincare are examples of successful local clean label brands
                      • Nutraceuticals stand out as Brazilians become more interested in “inside-out beauty”
                        • Figure 8: Gallinée launches its first food supplement Skin & Microbiome
                      • Consumers will take a more preventive approach to their skincare routine
                        • Skintellectuals
                          • Interest in blue light protection grows
                            • Figure 9: Nutraceutical Vivace Bleau from Valeant – Brazil
                          • Challenges
                            • Women with mature and sensitive skin find few product options for their skin type
                              • Sunscreen brands can focus on men aged 16-24 who suffer from acne
                                • Despite the interest of men in nutraceuticals, there are few male-specific options
                                  • Opportunities
                                    • Brands can innovate by offering anti-pollution benefits to mitigate enlarged pores
                                      • Dermocosmetics can focus on the benefits linked to aesthetic surgeries to attract AB consumers
                                        • Exfoliators with natural and organic formulas can appeal to Generation Z
                                          • What we think
                                          • Market Drivers

                                            • The worst recession in 2020
                                              • Social isolation can increase demand for beauty products that offer wellbeing
                                                • Hygiene products become a priority for Brazilians during the pandemic
                                                • Key Players – What You Need to Know

                                                  • After acquiring Avon, Natura becomes leader in the facial skincare category
                                                    • L’Oréal reinforces its commitment to diversity, while Creamy reaffirms its minimalistic concept with an unusual partnership
                                                      • There are opportunities for innovation with anti-aging nutraceuticals and dermocosmetics for sensitive skin
                                                        • Indie brands stand out with scientific support and satisfactory clinical results
                                                        • Market Share

                                                          • With the acquisition of Avon, Natura can become a leader in facial skincare, surpassing L’Oreal
                                                            • Figure 10: Leading companies’ retail sales share of facial skincare products, by value – Brazil, 2018-19
                                                        • Marketing Campaigns and Actions

                                                          • Brands come together offering discounts on cosmetic and personal care items
                                                            • L’Oréal Paris hires winner of a reality show for its team of influencers
                                                              • Figure 11: L’Oréal Brazil invests in diversity with a team of brand influencers
                                                            • Natura innovates making its first campaign in live format on social media
                                                              • Figure 12: Natura Mother’s Day campaign – Brazil, April 2020
                                                            • Eudora offers support to consultants during the pandemic via social media campaign
                                                              • Dove makes a tribute to health professionals
                                                                • Figure 13: Dove “Courage Is Beautiful” campaign
                                                              • Creamy Skincare partners with Warner Bros. studio
                                                                • Figure 14: Partnership between Brazilian brand Creamy Skincare and Warner Bros. studio – Brazil, February 2020
                                                              • Singer Iza is the ambassador of the new facial skincare brand developed by L’Oréal
                                                                • Figure 15: L’Oréal launches Garnier SkinActive Uniform & Matte – Brazil, February 2020
                                                            • Who’s Innovating?

                                                              • Opportunities exist to explore the holistic benefits of anti-aging nutraceuticals
                                                                • Figure 16: Launches of vitamins and food supplements with “functional – beauty benefits” positioning, by top regions and top three claims – 2017-2019
                                                                • Figure 17: Beautifying supplements with anti-aging and antioxidant action
                                                              • Treatment masks can be included in the care routine of consumers with sensitive skin
                                                                • Figure 18: Face/neck care product launches for sensitive skin** by top five markets – 2017-2019
                                                                • Figure 19: Masks for the treatment of sensitive skin
                                                            • Case Studies

                                                              • Acaderma gains attention from the scientific community with facial care line with exclusive actives
                                                                • Figure 20: Acaderma products stand out for technological innovation
                                                              • Biophile is awarded for its technology obtained through biofermentation, which offers benefits to the facial skin
                                                                • Figure 21: Biophile products offer facial skincare inspired by biofermentation
                                                            • The Consumer – What You Need to Know

                                                              • Brands should pay attention to the consumers’ skin type to offer products in a more assertive way
                                                                • Parents want convenient products to tackle dark eye circles
                                                                  • Exfoliators with natural and organic formulas can appeal to Generation Z
                                                                    • Brazilians associate dermocosmetics with premium products
                                                                      • Dermocosmetics that help enhance aesthetic surgeries or procedures can attract AB consumers
                                                                        • Moisturizers that soften dark eye circles can appeal to consumers with normal skin
                                                                          • Nutraceutical brands should promote the benefits that these products can offer during social isolation
                                                                            • Consumers with oily skin are interested in nutraceuticals that promote skin hydration
                                                                              • Dermocosmetic brands can join beauty influencers to offer product samples
                                                                              • Face Skin Type

                                                                                • Consumers with ‘combination’ skin may be interested in products that offer balanced hydration
                                                                                  • Figure 22: Face skin type – Brazil, February 2020
                                                                                  • Figure 23: Facial products for sensitive and acne-prone skin
                                                                                • Brands can use social media to tell men with oily skin the importance of using specific products
                                                                                  • Figure 24: Face skin type, by gender and age group – Brazil, February 2020
                                                                                  • Figure 25: Cleaning and toning products for men with oily skin
                                                                              • Skin Concerns

                                                                                • Parents with dark circles may be interested in “patch” masks
                                                                                  • Figure 26: Skin concerns, by parental status – Brazil, February 2020
                                                                                  • Figure 27: Peel-off masks that reduce dark circles
                                                                                • Brands can innovate by offering anti-pollution benefits to mitigate enlarged pores
                                                                                  • Figure 28: Skin concerns, by gender and age group – Brazil, February 2020
                                                                                  • Figure 29: Facial care products for enlarged pores
                                                                                • Women with mature and sensitive skin find few product options for their skin type
                                                                                  • Figure 30: Skin concerns, by gender and age group – Brazil, February 2020
                                                                                  • Figure 31: Products for mature and sensitive skin
                                                                              • Facial Skincare Products Purchased

                                                                                • Exfoliators with natural and organic formulas can appeal to Generation Z
                                                                                  • Figure 32: Facial skincare products purchased – Brazil, February 2020
                                                                                  • Figure 33: Scrubs with natural positioning
                                                                                • Peel-off facial masks can be marketed as a more affordable treatment for oily skin
                                                                                  • Figure 34: Facial skincare products purchased, by skin concerns – Brazil, February 2020
                                                                                  • Figure 35: Peel-off masks for oily skin treatment
                                                                                • Facial moisturizers can focus on the benefits for uneven skin tone
                                                                                  • Figure 36: Facial skincare products purchased, by skin concerns – Brazil, February 2020
                                                                                  • Figure 37: Facial moisturizers that even skin tone
                                                                              • Perception of Dermocosmetics

                                                                                • Dermocosmetics are associated with products that offer proven efficacy and premium positioning in drugstores
                                                                                  • Figure 38: TURF analysis, perception of dermocosmetics – Brazil, February 2020
                                                                                  • Figure 39: Dermocosmetics approved by dermatologists and aimed at specific skin problems
                                                                                • Dermocosmetic brands may partner with dermatologists to attract senior audiences on social media
                                                                                  • Figure 40: Perception of dermocosmetics, by generation – Brazil, February 2020
                                                                                  • Figure 41: Coming Soon: Talk Skin To Me! – US, November 2019
                                                                                  • Figure 42: Skinceuticals action in partnership with dermatologist Dr. Jason Smith – US, April 2020
                                                                                • Formulations with few ingredients can attract consumers with sensitive skin
                                                                                  • Figure 43: Perception of dermocosmetics, by skin concerns – Brazil, February 2020
                                                                                  • Figure 44: One.Two.Free!, clean beauty made simple, Douglas Cosmetics – Germany, February 2020
                                                                                  • Figura 45: One.Two.Free! Goodbye, Wrinkles! Ultimate Glow Cream – Germany, April 2020
                                                                              • Reasons to Buy Dermocosmetics

                                                                                • Product reviews on social media can motivate Gen Z women to buy dermocosmetics
                                                                                  • Figure 46: Reasons to buy dermocosmetics, by gender and age group – Brazil, February 2020
                                                                                  • Figure 47: Digital influencers participate in the CeraVe campaign in Brazil
                                                                                • Products that offer multiple benefits attract consumers who have more than one skin problem
                                                                                  • Figure 48: Reasons to buy dermocosmetics, by skin concerns – Brazil, February 2020
                                                                                  • Figure 49: M-61 Labs Hydraboost Jelly Cleanse – US, April 2020
                                                                                • Dermocosmetics can focus on the benefits linked to aesthetic surgeries to attract AB consumers
                                                                                  • Figure 50: Reasons to buy dermocosmetics, by socioeconomic group – Brazil, February 2020
                                                                                  • Figure 51: Dr. Magic Purification + Energy Neroli Brightening
                                                                              • Benefits Expected When Using Dermocosmetics

                                                                                • Moisturizers that soften dark circles can appeal to consumers with normal skin
                                                                                  • Figure 52: Benefits expected when using dermocosmetics, by face skin type – Brazil, February 2020
                                                                                  • Figure 53: Sallve Antioxidante Hidratante (Antioxidant Hydrator) – Brazil, August 2019
                                                                                • Dermocosmetics with sun protection could reinforce its benefits for men aged 16-24 who suffer from acne
                                                                                  • Figure 54: Benefits expected when using dermocosmetics, by gender and age group – Brazil, February 2020
                                                                                  • Figure 55: SeneGence for Men Facial Moisturizer SPF 20 – US, February 2020
                                                                              • Perception of Nutraceuticals

                                                                                • Nutraceuticals can increase penetration by combining natural assets that promote health and beauty from the inside out
                                                                                  • Figure 56: TURF analysis, perception of nutraceuticals – Brazil, February 2020
                                                                                  • Figure 57: Nutraceuticals with natural ingredients that promote beautification
                                                                                • Nutraceuticals can be communicated as cosmetics that offer convenience to consumers with a busy lifestyle
                                                                                  • Figure 58: Perception of nutraceuticals, by study and work status – Brazil, February 2020
                                                                                  • Figure 59: Nutraceuticals that combine convenience with beauty benefits
                                                                                • Nutraceutical brands should promote the benefits these products can offer during social isolation
                                                                                  • Figure 60: Perception of nutraceuticals – Brazil, February 2020
                                                                                  • Figure 61: Examples of actions and campaigns of nutraceutical brands on social media
                                                                              • Interest in Nutraceuticals

                                                                                • Consumers with oily skin are interested in nutraceuticals that promote skin hydration
                                                                                  • Figure 62: Interest in nutraceuticals, by face skin type – Brazil, February 2020
                                                                                  • Figure 63: Nutraceuticals with moisturizing properties
                                                                                • Demand for nutraceuticals that protect the skin against blue light may increase
                                                                                  • Figure 64: Interest in nutraceuticals – Brazil, February 2020
                                                                                  • Figure 65: Nutraceuticals that offer protection against external aggressors
                                                                                • There is still little variety of nutraceuticals for men
                                                                                  • Figure 66: Interest in nutraceuticals, by gender and age group – Brazil, February 2020
                                                                                  • Figure 67: Nutraceuticals designed for men that offer skin benefits
                                                                              • Behaviors and Attitudes toward Facial Skincare

                                                                                • Collaborations between influencers and retailers to grant product samples are strategic for dermocosmetic brands
                                                                                  • Figure 68: Behaviors and attitudes toward facial skincare – Brazil, February 2020
                                                                                  • Figure 69: Época Cosmetics campaign in partnership with beauty influencer Cinthia Ferreira
                                                                                • Consumers with combination skin require brand attention for products that meet their needs
                                                                                  • Figure 70: Behaviors and attitudes toward facial skincare, by face skin type – Brazil, February 2020
                                                                                  • Figure 71: Dermocosmetics for combination skincare
                                                                              • Appendix – Abbreviations

                                                                                • Abbreviations
                                                                                • Appendix – Market Size and Market Share

                                                                                  • Market size
                                                                                    • Figure 72: Retail sales of facial skincare products, by value – Brazil, 2014-19
                                                                                  • Market share
                                                                                    • Figure 73: Leading companies’ retail sales share of facial skincare products, by value – Brazil, 2018-19

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