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Learn moreFeb 2020
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Direct selling continued to experience strengthening value sales in 2019, driven by demand for established categories such as beauty and personal care in addition to smaller categories such as consumer electronics and consumer appliances, which tend to carry higher unit prices. Direct selling appeals to Brazilians on several levels; local consumers enjoy the personal interaction of a direct selling agent visiting their homes and demonstrating an array of products.
Even though Brazilians will continue to value person-to-person interaction associated with direct selling, the channel is investing in digital innovation to keep abreast of general trends experienced by retailing towards the end of the review period. Therefore, direct selling companies are looking to improve consumers’ overall shopping experience through greater convenience such as enabling them to finalise their purchases online, although the commission paid to the agent tends to be lower than it would be through a regular transaction.
Direct selling’s value sales continued to be dominated by beauty and personal care in 2019 due to the established nature of this category following direct selling’s emergence in the country. While the latter remained popular, recording positive growth, direct selling continues to expand its offer with smaller categories such as consumer electronics, consumer appliances and food and drink, which all recorded more dynamic performances in 2019.
Natura Cosméticos SA retained its convincing leadership of direct selling in 2019, through its Natura brand of beauty products with a natural positioning. However, global brand owner Natura & Co is looking to further establish itself within the beauty landscape through the acquisition of rival brand Avon, which was announced at the beginning of 2019.
For its own part, Avon invested in a number of innovative strategies towards the end of the review period to offer its consumers a more modern approach to sales and to give them a more seamless shopping experience, such as launching its Belezap platform which allows agents to send customers digital versions of Avon’s catalogues through WhatsApp, enabling clients to click on the products they wish to order which are then automatically added to their basket, notifying the agent of their order. Avon also now utilises the Rappi delivery app, whereby customers can purchase Avon products through its shop within this platform and have their order sent by courier to the nearest sales agent, with a rapid lead time.
Embelleze is an established hair care Brazilian hair care company which offers a range of products for different hair solutions through brands such as Novex, Maxton and HairLife. Its products have a relaxed, fun image and traditionally retail through beauty specialist retailers and hair salons but now the player has now launched its own direct selling operation in Brazil.
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Overview
Discover the latest market trends and uncover sources of future market growth for the Direct Selling industry in Brazil with research from Euromonitor's team of in-country analysts.
Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.
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This industry report originates from Passport, our Retailing market research database.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.