Colour Cosmetics in Peru

PROSPECTS

Consumption is greater on the coast than in the Andean region

In Peru, women from every income level are concerned about improving their appearance, using cosmetics to achieve their desired looks. There is no culturally specific preference or perception of cosmetics in the country, and role models are international actresses or singers plus some local actresses – mainly those that work in reality shows.

Demand for products with multiple benefits is increasing

Consumers are increasingly demanding products with multiple benefits across the different categories. A lack of time and hectic lifestyles are promoting the development of products with multiple benefits offering convenience and timesaving, such as BB and CC creams or moisturisers with UV protection, which some consumers perceive as substitutes for sun care products.

Most consumers do not value the difference between premium and mass products

Despite the increased appearance of premium products, most consumers do not see any difference between premium and mass colour cosmetics because little promotion is undertaken to highlight the differences. Mass brands normally benefit from major marketing campaigns and most focus on fashionable, seasonal colours and the length of time that make-up lasts, rather than on promoting their ingredients.

COMPETITIVE LANDSCAPE

Direct sellers lead colour cosmetics

Direct sellers led colour cosmetics in terms of distribution, recovering slightly from the fall they suffered between 2011 and 2016. During 2017, Unique and Cetco retained their leadership, whilst Avon increased its penetration and Mary Kay entered the Peruvian marketplace.

Main threat comes from illegal/informal products

The main threat to colour cosmetics is informal products, manufactured without a sanitary licence and counterfeits of recognised brands sold for very low prices. Manufacturers have also commented that smuggling is a problem that affects mainly retail-orientated brands.

Simplification in the registration process will bring more innovations in the future

Due to changes in regulation, the process of obtaining sanitary permits is simpler now, and has reduced the waiting time, and it is expected to stimulate the launch of new colour cosmetic products in the near future, both national and imported. This change was introduced in early 2017 based on the fact that colour cosmetics are not medicines and therefore do not need the same exhaustive analysis, helping to reduce time from approximately eight to four months.

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