Beauty and personal care rebounds in 2012
After an uncharacteristic performance in 2011, beauty and personal care rebounded by showing double-digit growth in 2012. In addition to rising costs of raw materials pressurising unit prices, sales of value-added products had a positive impact, driven by the investments of leading players such as Procter & Gamble and Unilever. Increasingly sophisticated offerings targeted more affluent urban consumers, which pushed up spending, while volume growth was more moderate.
O Boticário: top selling company
Botica Comercial Farmacêutica was one of the top-selling companies in 2012. This was a result of continuous expansion of O Boticário stores across the country, combined with strong marketing campaigns and the introduction of novelties. Looking forward in terms of diversifying its business, Botica also invested in other business units, such as The Beauty Box, a multi-brand specialist store with a range of domestic and international brands, “Quem Disse, Berenice?”, a specialist store specialised in sales of colour cosmetics, and Eudora in direct selling.
Direct selling companies continue to struggle
The leading direct selling companies, Natura and Avon, continued to strive in beauty and personal care. The performances of both companies were offset by Procter & Gamble and Unilever’s strong investments in marketing campaigns and the introduction of more sophisticated value-added products. The strengthening of Botica Comercial Farmacêutica in beauty specialist retailers through O Boticário, The Beauty Box and “Quem Disse, Berenice?” also stands as a threat to key direct sellers.
Health and beauty retailers continue to gain distribution share
Beauty specialist retailers and parapharmacies/drugstores continued to stand out as the fastest growing channels within beauty and personal care at the end of the review period. A wide offer of products from low- to high-end products and convenience served to further expand store-based retailing. This has attracted the attention of CVS Caremark, which recently acquired chained-parapharmacy Drogaria Onofre, and the further expansion of Botica Comercial Farmacêutica in other beauty specialist retailing formats.
Outlook remains optimistic
Beauty and personal care is expected to record a great performance over the forecast period. Categories such as depilatories, men’s grooming and sets/kits are expected to see the most dynamic performance in value sales, driven by the introduction of sophisticated value-added products. Hair care and fragrances, which account for nearly 40% of total sales within beauty and personal care, are expected to continue to receive significant investments from key players in terms of new product developments and marketing campaigns.
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The Beauty and Personal Care in Brazil market research report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volumes and values, company and brand market shares
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Our market research reports answer questions such as:
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- What are the major brands in Brazil?
- How are sales of mass versus premium beauty products evolving?
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This industry report originates from Passport, our Beauty and Personal Care market research database.