The second edition of the MakeUp in SaoPaulo was held on the 8th and 9th of December 2015 at the Centre of Convention Rebouças in São Paulo, Brazil. The 24 exhibitors, specialising in makeup products (packaging, formulations, trends, consumer behaviours), had the opportunity to meet about 1,200 trade visitors, an increase of 100 per cent compared to the previous year, according to the organizers.

"The 2015 edition of MakeUp in SaoPaulo confirms the success of this targeted, specialized and friendly format with Brazilian makeup brands," says Sandra Maguarian, the show director.

Innovation, but not at any cost

Innovation was clearly highlighted as a key factor of success on the Brazilian makeup market by the participants. "We need to invest in innovation to provide our customers with higher quality products," explained Murilo Reggiani, managing partner of Vult Cosmética.

The cost constraint, however, remains very high on this market which remains dominated by mass products. When possible, producing locally is therefore highly recommended. “It is important that most of the supply chain be located in Brazil, so as to avoid problems linked to currency volatility, for instance,” highlighted Maria Paula Fonseca, Global Unit Director Make Up and Skin Care at Natura.

Surge of optimism

Eventually, despite the economic crisis in Brazil, participants expressed broad optimism regarding the makeup category. Not only because the category is benefiting from the lipstick effect, but more broadly because of a favourable market structure.

Consumption is currently concentrated on the lower prices, but as soon as they can afford it, women buy more expensive products,” explained Mirele Martinez, Brand Manager Make B at Grupo Boticario. “Prices will mechanically increase with the return of economic expansion.

According to Murilo Reggiani: “There are more opportunities than problems in Brazil. The crisis is not in volumes but in profits. The demand for makeup is here!