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COLOR COSMETICS - BRAZIL - JULY 2018

Published By :

Mintel

Published Date : Jul 2018

Category :

Cosmetic

No. of Pages : N/A

The category of color cosmetics has several opportunities to innovate in Brazil, offering different formats, textures, and claims. In addition, new technologies have changed the market, thus brands have tried to adapt by offering augmented reality apps, developing marketing actions via social media and appealing to minority groups

Table of contents
OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY
Challenges
International brands close and open stores in Brazil
Physical stores and direct sales appeal to women in the Northeast
Figure 1: Color cosmetic money involvement, by nail products and region, May 2018
Pharmacies need to do more to keep attracting consumers
Figure 2: Retailers shopped, May 2018
Opportunities
Social networks offer space to sell products and attract consumers
Eye shadow with adaptive colors can boost consumption
Figure 3: Products used, May 2018
Miniatures can prevent customers from migrating to cheaper brands
Figure 4: Color cosmetic money involvement, May 2018
What we think
THE MARKET – WHAT YOU NEED TO KNOW
Retail sales keep growing, but at a slower pace
Brands are adopting new communication strategies
MARKET SIZE AND FORECAST
Retail sales have benefited from affordable prices and women’s participation in the labor market
Figure 5: Retail sales of color cosmetics, by value – Brazil, 2013-23
Figure 6: Forecast for retail sales of color cosmetics, by value – Brazil, 2013-23
MARKET DRIVERS
Brands start including minority groups in their communications
International brands open and close stores in Brazil
Social networks offer space to sell products and attract consumers
Mobile apps provide accurate information to brands
Brands and retailers back ending animal tests
KEY PLAYERS – WHAT YOU NEED TO KNOW
Avon leads color cosmetics market
Marketing campaigns reflect the new reality
Scented makeup and coffee- and milk-based nail polish
MARKET SHARE
Brazilian companies have important participation in sales
Figure 7: Top companies' retail sales shares in color cosmetics, by value – Brazil, 2016-17
MARKETING CAMPAIGNS AND ACTIONS
Natura innovates with a unisex makeup line
Figure 8: Natura's campaign, April 2017
Drag queen stars in new Natura’s campaign
Figure 9: Natura's campaign, June 2017
Color Trend creates a campaign focused on inclusiveness
Figure 10: Color Trend's campaign, June 2017
Avon launches eyelashes mask in gel format
Figure 11: Avon's campaign, July 2017
Avon launches ad with Paolla Oliveira to promote new lipstick
Figure 12: Avon's campaign, January 2018
Avon invites empowered women to communicate new foundation
Figure 13: Avon's campaign, March 2018
Hinode creates its first media campaign
Figure 14: Hinode's campaign, March 2018
Gisele Bündchen launches O Boticário’s campaign
Figure 15: O Boticário's campaign, April 2018
Jequiti promotes initiative to help women feel good during job interviews
Figure 16: Jequiti's campaign, May 2018
Second phase of Risqué’s Minnie Mouse campaign is launched
Figure 17: Risqué's campaign, May 2018
Impala launches a new line in partnership with Lethicia Bronstein
Avon launches promotion with international travel as a prize
Figure 18: Avon's campaign, June 2018
WHO’S INNOVATING?
Line extensions with scented makeup can attract Brazilian women
Figure 19: Percentage of color cosmetics global launches positioned as "scented" and "perfumed", by top 5 countries and Brazil, January 2015-May 2018
Coffee and milk can be explored as ingredients in nail polish
Opportunity to develop nail polish to be used at home
Figure 20: Nail polish launches in Brazil, by positioning, January 2015-May 2018
THE CONSUMER – WHAT YOU NEED TO KNOW
Eye shadow, foundation, and eyebrow makeup can innovate
Some women have spent less with makeup and nail polish
Young women are more likely to spend more time in their beauty routine
Pharmacies become the main sales channel
Some women seek nail polish that helps nail growth
Brands need to develop nail polish that can be easily removed
Quality of nail polish bottles is as important as the product
PRODUCTS USED
Eye shadow with customized color can boost consumption
Figure 21: Products used, May 2018
Brands can position foundation in stick format as easy to use
Figure 22: Products used, by foundation and format, May 2018
Eyebrow makeup in different formats and textures appeal to Millennials
Figure 23: Products used, by Millennials and eyebrow makeup, May 2018
COLOR COSMETIC MONEY INVOLVEMENT
Miniatures can prevent customers from migrating to cheaper brands
Figure 24: Color cosmetic money involvement, May 2018
Eye makeup for women aged 45-64 can engage these consumers more
Figure 25: Color cosmetic money involvement, by makeup and age group, May 2018
Physical stores and direct sales appeal to women in the Northeast
Figure 26: Color cosmetic money involvement, by nail products and region, May 2018
COLOR COSMETIC TIME INVOLVEMENT
Easy-to-use products can appeal to younger women
Figure 27: Color cosmetic time involvement, by age group, May 2018
Presence of consultants can boost usage among C12 women
Figure 28: Color cosmetic time involvement, by socioeconomic group, May 2018
Tutorials can invest in tips about lipstick
Figure 29: Color cosmetic time involvement, by selected products, May 2018
RETAILERS SHOPPED
Pharmacies need to do more to keep attracting consumers
Figure 30: Retailers shopped, May 2018
There is space for partnerships between children, products, and makeup
Figure 31: Retailers shopped, by selected retailers and children at home, May 2018
Sales via mobile apps can attract women who read beauty blogs
Figure 32: Retailers shopped, by selected retailers and behavior toward makeup, May 2018
NAIL POLISH TREATMENT BENEFITS
Oil-based nail polish to be used at night can appeal to women
Figure 33: Nail polish treatment benefits, May 2018
Hand products that help keep nail polish when washing dishes
Figure 34: Nail polish treatment benefits, by selected benefits and money spent, May 2018
BEHAVIORS TOWARD COLOR COSMETICS
Nail polish that is easy to be removed can be a solution
Figure 35: Behaviors toward color cosmetics, May 2018
Partnerships in social networks can engage more customers
Figure 36: Behaviors toward color cosmetics, May 2018
ATTITUDES TOWARD COLOR COSMETICS
Nail polishes can highlight different brush benefits
Figure 37: Attitudes toward color cosmetics, May 2018
Chemical-free nail polish can appeal to Generation X women
Figure 38: Attitudes toward color cosmetics, May 2018
APPENDIX – ABBREVIATIONS
Abbreviations
APPENDIX – MARKET SIZE AND FORECAST
Market size and forecast
Figure 39: Retail sales of color cosmetics, by value – Brazil, 2013-23
Figure 40: Forecast for retail sales of color cosmetics, by value – Brazil, 2013-23
Figure 41: Top companies' retail sales shares in color cosmetics, by value – Brazil, 2016-17

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