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Skincare - What's Happening in Ingredients and Format Trends - Brazil - October 2019

“Facial and body skincare products have some challenges to overcome in order to attract more and more Brazilian consumers to the category. Few brands develop facial products for sensitive skin, for example, and many products do not seem to be suitable for the main skin types mentioned by Brazilians (oily and combination). It is necessary, therefore, to understand the needs of every age group and develop products that meet different demands in terms of formats, ingredients and textures.”

- Juliana Martins, Beauty and Personal Care Senior Specialist

This report will look at the following areas:

  • One quarter of Brazilian women have sensitive skin
  • Body oils can innovate to boost consumption in Brazil
  • Single-use products should focus on sustainability

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

          • Challenges
            • One quarter of Brazilian women have sensitive skin
              • Body oils can innovate to boost consumption in Brazil
                • Figure 1: Products used – Brazil, July 2019
              • Single-use products should focus on sustainability
                • Figure 2: Interest in skincare packaging, by women’s age groups - Brazil, July 2019
              • Opportunities
                • Dual-pack products offer convenience and customization
                  • Figure 3: Interest in skincare packaging, by gender – Brazil, July 2019
                • Relaxing ingredients can appeal to Brazilians
                  • Figure 4: Interest in ingredients - Brazil, July 2019
                • Products with ‘jelly’ texture can be positioned as ideal to men
                  • Figure 5: Interest in skincare format, by men’s age group – Brazil, July 2019
                • What we think
                • Market Drivers

                  • One quarter of Brazilian women have sensitive skin
                      • Figure 6: Mustela Stelatopia Skin Soothing Pajama campaign, July 2019
                    • Global warming and pollution favor emergence of acne and pimples
                      • More than 60% of Brazilians spend more than three hours per day using electronic devices
                        • Brazil has few products aimed at mature skin
                        • Key Players – What You Need to Know

                          • Categories have been marked by launches from some of the major brands in the country
                            • Trends such as sustainability, small-sized packaging and use of CBD oil can appeal to Brazilians
                              • Casa Feito Brasil and The Ordinary bring innovation to the skincare market
                              • Marketing Campaigns and Actions

                                • O Boticário Nativa SPA gains another fragrance
                                  • Figure 7: O Boticário Nativa SPA Baunilha Real campaign, April 2019
                                • Malbec Club is launched with six new products for men
                                  • Figure 8: O Boticário Malbec Club campaign, July 2018
                                • Avon launches a facial product with pure vitamin C
                                  • Figure 9: Avon Renew Vitamina C campaign, April 2019
                                • Brand launches an anti-acne product aimed at Generation Z
                                  • Figure 10: Acnase Avatar campaign, September 2018
                                • Dermocosmetic brand launches anti-acne products
                                  • Protex launches facial skincare line for the first time
                                    • Figure 11: Protex Facial campaign, June 2019
                                  • Natura Chronos launches an exclusive system of skin lightening
                                    • New brand counts on the participation of female customers to develop its products
                                    • Who’s Innovating?

                                      • Skincare brands should invest in recycled packaging
                                        • Figure 12: Global launches of skincare products*, by “Ethical - Eco-friendly Packaging” claim – top 5 countries and Brazil, January 2016-July 2019
                                      • Understanding the skin microbiome can help in the development of anti-acne products
                                        • Figure 13: Global launches of skincare products*, by “Anti-acne” claim – top 5 countries and Brazil, January 2016-July 2019
                                      • Products in small-sized packages bring many opportunities to the category
                                        • Figure 14: Launches of skincare products*, by size in ml - Brazil, January 2016-July 2019
                                      • CBD oil has been explored by the beauty industry
                                      • Case Studies

                                        • Casa Feito Brasil stands out with vegan products and innovative formats
                                          • The Ordinary appeals to consumers with minimalist packaging
                                          • The Consumer – What You Need to Know

                                            • Most of Generation Z have oily or combination skin
                                              • Only 23% of Brazilians use body oils
                                                • Survey reveals the types of packaging that appeal to consumers
                                                  • There are innovation opportunities for skincare products in different formats
                                                    • Many Brazilians have an interest in ingredients that help them fall asleep
                                                      • Refill packs can be linked to sustainability
                                                      • Skin Type and Skin Concerns

                                                        • Well-known brands can innovate with products aimed at Generation Z
                                                          • Figure 15: Facial skin type and skin concerns, Generation Z – Brazil, July 2019
                                                        • Brazilians with combination skin are great consumers of facial products
                                                          • Figure 16: Facial skin type and skin concerns, oily and combination skin, by selected skin concerns – Brazil, July 2019
                                                        • There are few anti-stain facial products launched in Brazil
                                                          • Figure 17: Skin concerns, by selected skin concern and parental status – Brazil, July 2019
                                                        • Facial cleansers for sensitive skin can attract women aged 35+
                                                          • Figure 18: Skin concerns, by selected skin concern and women’s age groups – Brazil, July 2019
                                                        • In-shower moisturizers could boost consumption among Baby Boomers
                                                          • Figure 19: Body skin type, dry skin by generation – Brazil, July 2019
                                                      • Products Used

                                                        • Body oils can innovate with easy-to-apply formats
                                                          • Figure 20: Products used – Brazil, July 2019
                                                        • Hand and foot masks can appeal to women aged 55+
                                                          • Figure 21: Products used, by women’s age groups – Brazil, July 2019
                                                        • It is important to educate consumers from the South how to use sunscreen correctly
                                                          • Figure 22: Products used, by region – Brazil, July 2019
                                                      • Interest in Skincare Packaging

                                                        • Dual-pack products offer convenience and personalization
                                                          • Figure 23: Interest in skincare packaging, by gender – Brazil, July 2019
                                                          • Figure 24: Clinique iD campaign, Brazil, March 2019
                                                        • Brands need to rethink their packaging to attract women who are interested in single-use products
                                                          • Figure 25: Interest in skincare packaging, by women’s age groups – Brazil, July 2019
                                                        • Products with fewer ingredients can appeal to Generation Z
                                                          • Figure 26: Interest in skincare packaging, by generation – Brazil, July 2019
                                                      • Interest in Skincare Format

                                                        • Skincare wipes can be positioned as ideal for acne
                                                          • Figure 27: Interest in skincare format – Brazil, July 2019
                                                        • Products in stick format can communicate usage by parents and children
                                                          • Figure 28: Interest in skincare format, by children living in the household – Brazil, July 2019
                                                        • Refreshing products in jelly texture can appeal to men
                                                          • Figure 29: Interest in skincare format, by men’s age group – Brazil, July 2019
                                                      • Interest in Ingredients

                                                        • Skincare products can explore ingredients that help consumers sleep better
                                                          • Figure 30: Interest in ingredients – Brazil, July 2019
                                                        • Cica-based dermocosmetics can appeal to AB consumers
                                                          • Figure 31: Interest in ingredients, by socioeconomic group – Brazil, July 2019
                                                        • Natural beauty and detox drinks can attract women
                                                          • Figure 32: Interest in ingredients, by gender – Brazil, July 2019
                                                      • Consumer Behavior

                                                        • Refill packs need to communicate their sustainability better
                                                            • Figure 33: Consumer behavior – Brazil, July 2019
                                                          • Wipes formulated with vitamins can attract consumers
                                                            • Figure 34: Consumer behavior, by interest in ingredients – Brazil, July 2019
                                                          • Packages made with vegetable plastic can attract women aged 16-34
                                                            • Figure 35: Consumer behavior, by age and gender – Brazil, July 2019
                                                        • Appendix – Abbreviations

                                                          • Abbreviations

                                                          Skincare - What's Happening in Ingredients and Format Trends - Brazil - October 2019

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