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Description

Description

“Brazilians don’t spend too much time on their daily beauty routine. More than a third of men spend less than five minutes a day, while a third of women spend 5-14 minutes. The market needs to overcome some challenges in order to bring innovations to consumers. Products with natural ingredients must include clear and accurate information about their attributes to appeal to Brazilians and make them believe in the benefits delivered. In addition, the haircare category needs to develop sustainable products that reduce water use. Several opportunities lie ahead of the beauty market in Brazil: personalized products, nutraceuticals, and products aimed at senior women and men are some of them.”
– Juliana Martins, Beauty and Personal Care Senior Specialist

This report looks at the following areas:

  • Men spend less than five minutes a day on their beauty routine
  • Most Brazilians do not consider animal-sourced ingredients to be natural or organic
  • Haircare products have the challenge of developing water-saving products
  • Young people value efficiency more than naturalness

What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

          • Challenges
            • Men spend less than five minutes a day on their beauty routine
              • Figure 1: Time spent, by gender – Brazil, July 2019
            • Most Brazilians do not consider animal-sourced ingredients to be natural or organic
              • Figure 2: Natural products indicators – Brazil, July 2019
            • Haircare products have the challenge of developing water-saving products
              • Figure 3: New products usage – Brazil, July 2019
            • Young people value efficiency more than naturalness
              • Figure 4: Attitudes towards natural products, by age group – Brazil, July 2019
            • Opportunities
              • Facial or body masks for men are still niche but have space to grow
                • Figure 5: New products usage, by selected product and gender – Brazil, July 2019
              • There are numerous innovation opportunities to attract women aged 55+
                • Figure 6: Beauty routine, by women’s age group – Brazil, July 2019
              • Facial cosmetic brands could invest in customization
                • Figure 7: Interest in innovations, by facial and body skincare products used – Brazil, July 2019
              • There are opportunities to develop nutraceuticals that combine healthiness and time-saving attributes
                • Figure 8: Attitudes toward beauty – Brazil, July 2019
              • What we think
              • Market Drivers

                • The older population continues to grow in Brazil
                  • Growing ecommerce sales will increasingly impact physical retail sales
                    • UN says oceans could have more plastics than fish by 2050
                    • Key Players – What You Need to Know

                      • Boticário buys Vult and Natura acquires Avon
                        • In-shower products aimed at sports practice and makeup for men can bring innovation
                          • Foreo and Fenty Beauty innovate with different positioning
                          • Marketing Campaigns and Actions

                            • American brand doTERRA is launched in Brazil
                              • Figure 9: doTERRA’s video, December 2018
                            • Boticário and Natura’s acquisitions move the market
                              • Companies come together to inspire women
                                • Figure 10: The Beauty Box and LinkedIn’s web series, July 2019
                              • Avon Foundation for Women invests in Malala Fund
                                • Brazilian brands have invested more in mobile apps and social media actions
                                • Who’s Innovating?

                                  • Study shows makeup is part of some men’s beauty routine
                                    • Figure 11: MAC Cosmetic’s tutorial, March 2019
                                    • Figure 12: Google Trends search analysis, “maquiagem masculina” (male makeup) – Brazil, January 2004-August 2019
                                  • In-shower products appeal to almost half of Brazilians
                                    • Figure 13: Launches of beauty and personal care products*, by “in-shower” keyword and top five claims – Worldwide, January 2016-August 2019
                                  • Products that encourage consumers to play sports may attract some Brazilians
                                    • Figure 14: Launches of beauty and personal care products, by “sport” keyword – Top five countries, January 2016-August 2019
                                    • Figure 15: Lux Go Active new line’s video, February 2019
                                • Case Studies

                                  • Foreo brings beauty devices to consumers’ daily routine
                                    • Fenty Beauty democratizes beauty with products for all skin tones
                                    • The Consumer – What You Need to Know

                                      • There are opportunities to attract men and women according to their daily beauty routines
                                        • Brazilians have started using scalp treatment products
                                          • Survey reveals which innovations appeal to consumers
                                            • Brazilians point out the main characteristics that make a product be natural or organic
                                              • Some Brazilians who believe in the effectiveness of natural products show interest in Asian cosmetics
                                                • There are opportunities in the market to innovate with nutraceuticals
                                                • Time Spent and Beauty Routine

                                                  • Most men’s beauty routine lasts less than five minutes
                                                    • Figure 16: Time spent, by gender – Brazil, July 2019
                                                  • Practical haircare products may appeal to inhabitants of the South and Southeast regions
                                                    • Figure 17: Beauty routine, by region – Brazil, July 2019
                                                  • Both men and women remove body hair frequently
                                                    • Figure 18: Beauty routine, by gender – Brazil, July 2019
                                                  • Facial and body care routine is important for women aged 55+
                                                    • Figure 19: Beauty routine, by women’s age group – Brazil, July 2019
                                                • New Products Usage

                                                  • Scalp and water-saving products appeal to half of Brazilians
                                                    • Figure 20: New products usage – Brazil, July 2019
                                                  • Dermocosmetics for combination skin may attract women aged 35+
                                                    • Figure 21: New products usage, by selected product and gender – Brazil, July 2019
                                                  • Men’s facial and body masks are niche but there are opportunities to grow
                                                    • Figure 22: New products usage, by selected product and gender – Brazil, July 2019
                                                • Interest in Innovations

                                                  • Facial cosmetic brands could invest in customization
                                                    • Figure 23: Interest in innovations, by facial and body skincare products used – Brazil, July 2019
                                                  • Food-based ingredients can be used in place of water, contributing to its preservation
                                                    • Figure 24: Interest in innovations, by selected innovation and interest in ingredients – Brazil, July 2019
                                                  • Despite seeking sustainable packaging, few Millennials are interested in naked products
                                                    • Figure 25: Interest in innovations, by selected innovation and generation – Brazil, July 2019
                                                • Natural Products Indicators

                                                  • Most Brazilians do not consider animal ingredients to be natural or organic
                                                    • Figure 26: Natural products indicators – Brazil, July 2019
                                                  • Analysis reveals the main characteristics that Brazilians associate with natural or organic products
                                                    • Figure 27: Natural products indicators, TURF analysis – Brazil, July 2019
                                                  • Half of Brazilian women associate sustainable practices with natural products
                                                    • Figure 28: Natural products indicators, by gender – Brazil, July 2019
                                                • Attitudes towards Natural Products

                                                  • Brands could draw on Asian products to innovate with natural cosmetics
                                                    • Figure 29: Attitudes towards natural products – Brazil, April 2019
                                                  • Young people value efficacy more than naturalness
                                                    • Figure 30: Attitudes towards natural products, by age group – Brazil, July 2019
                                                  • Influencers can help consumers better understand the differences between certain products
                                                    • Figure 31: Attitudes towards natural products, by attitudes toward beauty – Brazil, July 2019
                                                • Attitudes toward Beauty

                                                  • Nutraceuticals can position themselves using claims such as healthiness and time saving
                                                    • Figure 32: Attitudes toward beauty – Brazil, July 2019
                                                  • Brands need to be close to female consumers aged 55+
                                                    • Figure 33: Attitudes toward beauty, by women’s age group – Brazil, July 2019
                                                    • Figure 34: Covergirl’s campaign with Maye Musk, April 2019
                                                • Appendix – Abbreviations

                                                  • Abbreviations

                                                  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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