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 2017 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-up easier to apply and achieve a professional effect when applying make-up at home, while make-up adherence is also a factor valued by consumers, making make-up last longer and not run or smear.

Price competitiveness is main threat to colour cosmetics in coming years

Growth of colour cosmetics in 2017 was weaker than the review period CAGR. The main reason for this was caution among 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 38 years and benefiting from a strong sales force. The company promotes its products through advertising and social media.

Belcorp consolidates presence with a wide product portfolio

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 focusing on specific segments for women.

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

Violetta, in direct selling, announced its arrival with a wide portfolio of colour cosmetics promising competitive prices, with its strategy driven by promoting its traditional catalogues and rapidly expanding to digital communication. The company started operations in the main cities of Santa Cruz, La Paz and Cochabamba.

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