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Markets & trends

Brazil’s obsession with image boosts make-up sales

Despite a receding economy, the Brazilian beauty market is growing rapidly. “The desire to look beautiful among young Brazilian women is stronger than the recession,” found Canadean in a new report.

© imagehub / shutterstock.com

© imagehub / shutterstock.com

The value of the make-up market in Brazil will increase from BRL 7.1 billion (US$3.2 billion) in 2013 to BRL 13.4 billion (US$5.1 billion) by the end of 2018, found Canadean in a recent report [1]. Despite the stagnation of the rest of the economy, which has been registering negative economic growth in three of the last four quarters, the market of beauty and cosmetic products in Brazil is remaining buoyant. “This shows that the Brazilian make-up market is booming - even in times of low consumer confidence and in poorer areas of the country,” says the market research firm.

The desire to be beautiful

According to Canadean, the average consumer of beauty products in Brazil is young and female: Brazilian women applied a make-up product 24 billion times in 2013, accounting for 85% of all make-up applications. Moreover, women aged between 16 and 34 carry out 40% of make-up applications.

Young women seek a professional image in the workplace and are more willing to experiment for special occasions. They are also more likely to follow the fashion, regularly changing their make-up look to keep up with the latest trends,” highlights Kirsty Nolan, analyst at Canadean.

Direct sales

Selling products directly to consumers away from a fixed retail location is very popular in the Brazilian make-up market. Direct sales provide an enjoyable experience for consumers, as they can take a little time out to browse the catalogue and build a good relationship with their local sales representative.

Catalogue order companies such as Avon and Natura are leading in direct sales. Those companies can not only offer consumers a good range of products straight to their door at affordable prices, but they also have more control over profit margins.

International make-up brands need to adopt some of these principles in order to succeed in the Brazilian make-up market. Products need to be affordable and attainable for young women. Effective channels of distribution, such as agreements with established direct sellers or relationships with local shops and salons, are the key to success," concludes Nolan

The dynamism of the make-up market in Brazil is promising for the organizers of MakeUp in São Paulo, a B2B tradeshow which will gather the suppliers and subcontractors of the makeup industry (packaging, formulas, full-service), for the first time in Brazil on December 03-04, 2014.

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