Colour Cosmetics in Bolivia

PROSPECTS

As women’s lifestyles change, colour cosmetics evolves to meet various needs

Bolivian consumers are becoming more concerned about their appearance. In the past, traditional Bolivian women were very unlikely to use colour cosmetics.

Major trends include innovation in easy application and long-lasting results

The trend in colour cosmetics in 2018 was one of matte tones, achieving a natural effect when applying make-up to the eyes, face and mouth. Consumers value products that help make make-up easier to apply and achieve a professional effect when applying make-up at home, whilst make-up adherence is also a factor that consumers value.

Price competitiveness is the main threat to value growth of colour cosmetics in coming years

Growth of colour cosmetics in 2018 was weaker than the review period CAGR. The main reason for this was caution amongst consumers following the slowdown in economic growth, which forced consumers to better control their spending and seek products offering the best value for money.

COMPETITIVE LANDSCAPE

Yanbal leads colour cosmetics with a long history of direct selling

Yanbal Bolivia is the leading company in colour cosmetics, having been present in Bolivia for almost four decades and benefiting from a strong sales force. The company promotes its products through advertising and social media.

Belcorp consolidates its presence with social responsibility

Belcorp ranks second with a consolidated presence in colour cosmetics. The company manages three brands in the country: Esika, L'Bel and Cyzone, each one focussing on specific segments for women.

Colour cosmetics driven by expansion of traditional brands and new player entry

Premium brands saw increased sales of colour cosmetics in 2018, driven by the arrival of Estée Lauder with its extended portfolio of Mac brand. Mac’s entrance was made possible by Cosmet, a consolidated company that has a large trajectory of premium brands representation across the country.

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