Mass Beauty and Personal Care in Argentina

PROSPECTS

2018 – a year of two halves

Sales of mass beauty and personal care saw a dramatic shift in fortunes in the middle 2018. In the first half of the year, retail volume sales saw growth in the majority of categories, thanks to a slight increase in real wages and rising employment.

Promotions and discounts to maintain sales

Promotions and discounts were fundamental to soften the fall in sales during the second half of 2018. In categories such as hair care, deodorants, oral care, and bath and shower, a large number of offers were registered.

Traditional grocery retailers continue to gain share

Wholesale supermarkets continued to gain share during 2018, particularly in the major categories of hair care, bath and shower, deodorants and oral care. In the first half of the year, the growth of the channel slowed, but with the economic crisis in the second half of the year, wholesale supermarkets again showed strong expansion in sales.

COMPETITIVE LANDSCAPE

Economy brands assume an increasingly important position

Economy brands have a significant advantage in times of uncertainty and economic crisis. Consumers were forced to cut spending on mass beauty and personal care in the face of the sharp drop in real wages in 2018.

Direct sales companies see transformation

Direct sales companies have modified their business structures by incorporating new sales channels, so as not to lose competitiveness. The leaders in the channel, Natura Argentina and Cosméticos Avon, modified their websites to allow online shopping, offering different payment alternatives, including cash on delivery.

Little space for domestic companies

Sales of mass beauty and personal care are fairly fragmented in Argentina, and domestic companies have a very limited presence. Multinational companies dominate sales in Argentina, with Unilever ranking first, followed by the direct sales companies Natura Argentina and Cosméticos Avon.

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