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Brazil is emerging as a key beauty influencer thanks to its unrivalled natural biodiversityand cultural clout. It also offers brands exciting market opportunities for beautysavvyconsumers, especially within haircare and male grooming.
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Focus on Brazilian Beauty
SUMMARY
ECONOMIC POWERHOUSE Considered the powerhouse ofthe Latin American market and the third biggest consumermarket in the world, Brazil plays a strategic role for the globalbeauty and personal care industry.
HAIRCARE PARADISE For Brazilian women, haircare is themost important aspect of their beauty regimen, with beautifulhair highly prized. With a vast diversity of hair types, Brazil isa haircare paradise for testing new products and discoveringinnovative treatments and formulas.
MALE GROOMING Male grooming has become the fastestgrowing area in the beauty and personal care business. Menin Latin America are progressing to a more complex beautyroutine, and brands are extending their portfolios toaccommodate them.
SUSTAINABLE BEAUTY With its rich biodiversity, Brazil is ahotspot for innovative and exotic ingredients for newdevelopments in sustainable beauty.
Why Brazil?The country’s rich biodiversity (Brazil is home to 250,000 native botanical species) has always been of interest to theworld’s largest cosmetics companies. Brazilian women and men love to groom themselves, and bathing is not a simpleact of personal hygiene, but a true beauty treatment.
The beauty and personal care industry is worth $42.95bn – more than half the total market of Latin America. Accordingto the Brazilian Association of the Cosmetic, Toiletry and Perfumery Industry (ABIHPEC), in 2013, the leading categoriesin Brazil’s personal care market were haircare, valued at $8.9bn, followed by fragrance at $7.1bn, deodorants at $4.8bn,and skincare at $4.4bn.
FJ Swimwear campaign
PUBLISHED:9 OCT 2014
BY: Flavia Mendonca
FASHION & BEAUTYBEAUTY
Focus on Brazilian Beauty
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Innovation has also been consistently strong, particularly within the haircare sector. In 2013, Brazil launched the largestnumber of haircare products in the world, accounting for 9% of global rollouts. According to global market research firmMintel, its haircare market is projected to see doubledigit annual growth over the next four years, estimated to reach$5.12bn by 2017.
Male grooming is now also a key consumer market trend. “Brazilian men have never been as vain as now, and they arein need of new local products and brands,” says Christopher Loos, founder of Shop4men, one of the pioneers in malegrooming ecommerce. “By necessity, they end up using imported products, which are expensive due to import taxes, oreven look for feminine products that are not always suitable for male skin.”
Brazil’s Beauty InfluencersPushing forward the beauty and personal care business, especially makeup and haircare, are Brazil’s bloggers andvloggers – a global phenomenon that has led Brazilian and international companies to connect with these newinfluencers through partnership contracts and sponsored videos and posts. Julia Petit, with her website and web TVchannel, is one of the key influencers, having been the face of cosmetics etailer Epoca Cosmeticos and even hostingher own cable TV show.
With more than a million subscribers on YouTube, Camila Coelho is currently considered the biggest blogger/vlogger inthe Brazilian makeup and fashion industry. Her success has led to the creation of her own nail polish line for Braziliancosmetics brand Yenzah, along with other fashion retail partnerships.
Soap opera celebrities such as Tais Araujo, Grazi Massafera and Juliana Paes, along with singer Ivete Sangalo, havealso been key influencers among beauty consumers, and are widely used by brands to market beauty and personal careproducts. Model Gisele Bündchen, the face of Procter & Gamble’s Pantene haircare products, has pumped up sales ofthe brand’s shampoo and hair conditioners, positioning it as one of the bestselling haircare brands in Brazil.
Rio de Janeiro lifestyle
L’Occitane Vitoria Regia line Natura Ekos
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Brazil’s Cultural CloutBrazil has built a multifaceted beauty industry, catering to both Brazilian consumers and the international market –especially Latin America, where exports to the region exceeded $780m in 2013, according to ABIHPEC.
The largest export market for Brazilian products was Argentina, with sales of $188.2m, followed by Chile ($81.8m),Mexico ($76.1m) and Colombia ($58.6m). However, Asia, the rest of Latin America, the USA and Portugal are also keymarkets being explored by Natura, Boticario, and smaller beauty companies like Surya Brazil and Sol de Janeiro.
Brazil’s lifestyle and biodiversity are qualities that national and international cosmetics companies are also keen to infuseinto their brands. From the Amazon’s rich and exotic nature, to Rio de Janeiro’s sunny, sensual and festive spirit, or SaoPaulo’s urban vibe, brands have been breathing in local references to connect with the Brazilian consumer.
Julia Petit Camila Coelho for Yenzah
Singer Ivete Sangalo is a beauty reference Tais Araujo Actress Grazi Massafera is a beauty reference
Sol de Janeiro
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In 2013, French brand L’Occitane developed L'Occitane au Brésil in collaboration with local Brazilian producers –the first time it has partnered with another country. The line incorporates native Brazilian ingredients that havenever been used in the cosmetics industry, such as jenipapo (fruit), mandacaru (cactus). The brand also investedin local artists for the packaging design, while the shops were inspired by Brazilian markets.
Created in 2011, Brazilian sunscreen brand Sol de Janeiro creates formulas with natural and local ingredientssuch as carambola, açaí, coconut water, Brazil nuts, cupuaçu, coffee and mango, wrapped with a nostalgicpackaging design.
The oldest apothecary in Brazil (founded in 1870) and the Official Pharmacy of the Royal Brazilian Family,Granado recently developed an exclusive line of daily care products for French department store Le Bon Marché.Titled Carioca Tea (carioca is the name given to Rio locals), the liquid soap, bar soap, moisturiser and fragrancediffuser mix vintage references with drawings of Rio de Janeiro on the packaging design.
Sustainability MattersAccording to international market research firm GFK’s latest Green Gauge research report, half of Brazilian consumersconsider the environmental impact of cosmetics when purchasing products – the highest for any country. Unlike otherparts of the world, beauty has a strong association with sustainability in Brazil.
The use of natural ingredients to create homemade beauty formulas is part of Brazil’s culture. “Before the industryintroduced aloe vera into its formulas, many women were already using it to moisturise their hair,” notes GustavoBoaventura, editorinchief of Brazilian beauty industry website Cosmetica em Foco. “Exploring this cultural history is agreat strategy to get closer to Brazilian consumers.”
L’Occitane au Bresil
O Boticario I love Rio fragrances Granado Rio soap
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Natura is the largest cosmetics company in Latin America, and widely recognised as the most sustainable in theworld. In 2014, it launched two packaging innovations. The Ekos refill, made of 100% PET, makes Natura the firstcosmetics brand to use 100% recycled postconsumer PET in packaging. Meanwhile, the Ecocompacto aerosoldeodorant offers the same performance as others on the market, but reduces its environmental impact by 48%thanks to its new valve and concentrated formula.
Cativa Natureza distinguishes itself from other sustainable beauty brands by tracking all the ingredients used in itsproducts, from cultivation to product disposal. As well as being organic and certified, its ingredients must comefrom an agricultural production system that treats the soil in a balanced way. At the end of a product’s life,consumers take the packaging to one of Cativa Natureza’s stores and deposit it in a ballot box to win discounts onthe same product lines, as well as other brands sold in the store.
Uniting organic ingredients, the Indian science of Ayurveda and sustainable technology, Surya Brasil hasconquered the national and international markets with its Amazonia Preciosa line, and its 100% natural henna hairdye. In November 2014, it’s due to launch Brazil’s first vegan nail care collection, certified by Ecocert, featuringvegan nail polish and bamboo nail sticks and files.
Amazon’s biodiversity is widely explored by green beauty brands
Natura Ekos refill
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Haircare is Big Business“Brazilian women have a fivestep ritual when dealing with their hair,” says Auani de Paula, editorinchief of cosmeticsmagazine Atualidade Cosmetica. “Besides shampooing and conditioning, they apply a postconditioning hair treatmentfor extra moisturising, and finish up with a fluid or oil, then styling. It is such a rich market in terms of consumer behaviourand diversity of hair types, that Brazil has became a reference for other countries, especially for professional lines.”
Haircare brand Beleza Natural has became a phenomenon in Brazil because it reinforces the natural beautyconcept for curly and kinky hair. Almost 70% of Brazilian hair has a curly capillary structure. Beleza Naturaldecided to break into this previously untapped market by opening hair salons and developing specialist productsfor curly hair. Beleza Natural invites clients from social networks into the salon for focus groups to brainstorm newproduct ideas and provide feedback.
Inoar is a Brazilian brand that specialises in reducing the volume of hair with a natural feel. Known for producingcuttingedge professional products, Inoar has just launched Power Powder – an innovative treatment that usespowder to reduce hair volume. The formula uses glyoxylic acid and doesn’t contain formaldehyde, ammonia,parabens or salt.
Cativa Natureza Surya Brazil Sapien Women's line
Brazilian women prioritise haircare
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Originally from Italy, Nouvelle was acquired by Cimed group – one of the largest pharmaceutical companies inBrazil – in 2011. Recently, the brand developed a successful range of shampoos and conditioners called Bomb,inspired by a common Brazilian beauty ritual of adding vitamins and oils bought at pharmacies to haircareproducts. Read more on this in our InCosmetics Brazil report.
The Bomb line is based on a particular homemade recipe called ‘shampoo bomba’ – a mixture of saltfreeshampoo, peanut oil, Dpanthenol and petstore product MonovinA, which is injected into horses to improve thethickness and sheen of their manes. The DIY concoction promises to increase hair growth and make it brighterand stronger.
In 2013, L’Oreal Professionnel unveiled its first range of haircare products from the Absolut Control line, made withmurumuru – a fruitbearing palm native to the Amazon rainforest. Produced specifically for the Brazilian market,this product mixes argan oil with exotic murumuru butter. Both ingredients contain emollient properties that makehair volume easier to manage.
Male Grooming BoomAccording to IBGE (Brazilian Institute of Geography and Statistics), the consumption of male cosmetics increased by 93%from 200813, reaching a turnover of $7.4bn in 2013. Brazil now ranks second in the world for male cosmeticsconsumption, second only to the USA.
IBGE’s research also revealed a growing trend for hair and skincare products featuring moisturising creams. This is amarket waiting to be explored. According to global market research firm StrategyOne, 78% of men admit to using awomen’s skincare product, meaning they are already using skincare, but not a product specifically aimed at men.
“Since the job market increasingly values good looks, there is a growing interest in other products, especially skincare,so brands that offer a broader product line have been experiencing considerable growth,” explains Ricardo Oliveros,editor of men’s lifestyle website Tem Pra Homem. “Also, for the male segment, being able to buy online is key, since theyusually feel uncomfortable purchasing products of this kind in pharmacies. He likes to take care of his looks, but doesn’twant anyone to know about it.”
Beleza Natural hairstyle concept Beleza Natural
Inoar Power Powder Nouvelle Bomb range
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In 2013, Natura decided to expand its male line to address this change in consumer behaviour. The brandlaunched a multifunctional aftershave with moisturising, antiageing, UV protection and oil control benefits. Naturaalso recently introduced a new brand of men's perfumes, #Urbano, which features street art on the packagingdesign and is signed by famous Brazilian urban artists Does, Paulo Ito and Izu.
Vegan, natural and certified organic, Sapien Men is Surya Brasil’s first men’s cosmetics collection, and the firstBrazilian male grooming line with Ecocert organic certification. It has a unique blend of ingredients and fragrances,including cupuaçu, amaranth and macadamia, which help to renew cells and protect the skin, while aloe vera andacerola ensure hydration and softness.
Read more on the rise of male grooming in the US in our Male Groom Boom report.
Guilherme Campos is the cofounder of Dr. Jones, a male grooming brand created in 2013 that has beenexperiencing rapid growth. “The major male grooming brands only focus on basic products,” he says. “However,men’s personal care routines today are much more complete and sophisticated than they were 15 to 20 yearsago. Dr. Jones wants to fill this gap.”
Besides producing sensorial, highperformance products, the brand is notable for its exclusive and directcommunication with Brazilian men through its packaging design.
Young Brazilian men are discovering new male grooming products
Natura Urbano range Surya Brazil Sapien Men
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Dr. Jones Actor Caua Reymond offers male grooming inspiration
FUTUREINSIGHTS
DISCREET & TARGETED MALE GROOMING SOLUTIONS TheBrazilian male consumer has developed a sophisticatedgrooming regime. Tap into this fastgrowing market by offeringmultipurpose products that offer a range of benefits. Keeppackaging discreet, and focus on online retailing that will appealto the Brazilian male who is looking to extend his groomingrepertoire, but wants to keep it quiet.
SAVVY CONSUMERS EXPECT SUSTAINABLE BEAUTYThink about the entire lifecycle of a product to appeal to thisconsumer group, which is wellversed in sustainability, andexpects brands to offer credible, holistic solutions. Cradletograve and closedloop production, recycled and ethicallysourced materials for packaging, ethically sourced nativeingredients and vegan formulas are all key.
CURLY HAIR MANAGEMENT MATTERS Seventy per cent ofBrazilian consumers have curly hair. Appeal by offering productsthat offer volume control, shine and moisture. In addition,consider customisable formulas that tap into the Brazilian ritualof adding vitamins and oils to products, and adapt packagingand marketing to attract consumers looking for premiumproducts at affordable prices.
CELEBRATE BRAZILIAN HERITAGE Incorporate nativeBrazilian ingredients into formulas to offer consumers naturalbeauty solutions that chime with a feeling of national pride andconcern for the environment. Celebrate Brazilian culture throughpackaging and marketing that reflects the country’scontemporary spirit. This strategy will reap rewards from boththe local market and international consumers.
Stylus Media Group London | New York T +44 (0) 203 170 7119 (UK) T +1 (212) 9697519 (US) E [email protected]
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