Colour Cosmetics in Peru

PROSPECTS

Consumers require a diversified communication strategy

Consumers demand a multi-channel communication strategy and no longer conform to traditional advertising, but they seek specific answers to their requirements. They want to feel that the product is for them so it is imperative that brand communication is effective.

Segment that follows fashion trends is growing

There is a segment of consumers who follow fashion trends and are willing to try new products. These consumers are typically from Lima or other large cities such as Piura and are under 30 years old, in addition to being connected to social networks and online information on a constant basis.

Colour cosmetics use is becoming a basic need

There is no single or generalised perception in Peru about the use of colour cosmetics or the age at which they should begin to be used, beyond that they are products reserved for women. It is very common for mascara and lipstick to be applied and often the uniform code of large establishments such as supermarkets or banks requires this of their workers.

COMPETITIVE LANDSCAPE

Companies are looking to offer multi-benefit products

Manufacturers have developed multi-benefit products in order to gain consumers’ preference, evidenced by Heliocare imported by Drogeria Farmacare SA and Unique Total Block from Unique SA that sell compressed powder with sun protection (SPF 50 and SPF 100, respectively). It is also common to find lipsticks that hydrate the lips or make-up for teenagers that helps prevent acne that are sold under the brand Asepxia by Genomma Lab.

Local brands dominate the market

Colour cosmetics is dominated by direct sellers and among them, Unique SA with its Unique-Yanbal brand and Cetco SA with its L'Bel, Esika and Cyzone brands. Both companies are of Peruvian origin and that means that consumers are very proud to use them, since there is a widespread belief, which extends to many aspects of life, that what is produced in Peru is better, and of higher quality.

Illegal and informal products represent unfair competition

Since consumers are very sensitive to unit prices, they may be tempted by products of dubious quality, counterfeit or illegal imports. These products are not recommended because they can cause damage to the skin and are available through street vendors and street fairs that are located in several high traffic points within cities, where vendors rotate and this does not allow consumers to present complaints or claims in case they are not satisfied after using the product, thus there are no guarantees.

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