Fragrances in Brazil

PROSPECTS

Despite the crisis, fragrances continues to be prioritised within beauty and personal care

Brazilians continued to spend on fragrances despite the lingering effects of the economic recession. Local consumers are more conservative when purchasing new goods and many choose to focus on products they deemed essential.

Intense promotional activity helps sales to reach high growth rates

Promotions were a fairly common strategy throughout 2017, with the main players offering significant discounts. Botica Comercial Farmacêutica and Natura were among the companies that adopted such a strategy, usually offering discounts ranging from 20-50%.

COMPETITIVE LANDSCAPE

Larru’s Indústria e Comércio de Cosméticos continues to be an important growth driver

Larru’s Indústria e Comércio de Cosméticos Ltda continued to outperform fragrances, especially in men’s fragrances. The company has gained a significant presence in Brazil with the introduction of counter-type fragrances and today is focusing on increasing the base of original fragrances, by investments with renowned fragrance houses.

Botica Comercial Farmacêutica remains the leading company

Botica Comercial Farmacêutica continued to lead fragrances in Brazil in 2017. The company continued to invest in new product launches in 2017, with many innovations being warmly welcomed by consumers.

Natura Cosméticos adopts a new positioning

Natura launched a new value proposition by self-titling the “Fragrance House of Brazil”. The new communication is aimed to reinforce the company’s DNA, based on the use of natural extracts from the Brazilian fauna.

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