Mass Beauty and Personal Care in Brazil

PROSPECTS

Consumers remain rational towards purchases of beauty and personal care items

Despite the positive value sales growth seen in 2018, the final figure was below the estimate many players had made when the year started. After 2015, when sales in Brazil posted negative growth, the industry expected sales to rebound more quickly, but the economic environment did not improve much.

Entrance of lower price tier items contributing to push value sales down

The economic scenario undermined sales in Brazil, as many consumers opted to purchase less expensive items, focusing on products that offer the best cost-benefit ratio possible. Despite the more challenging scenario, some players managed to increase their presence in the country, focusing on offering a portfolio of cheaper products.

Fragrances once again the positive highlight

Fragrances continued to contribute positively with sales of mass beauty and personal care in Brazil. The use of fragrances in Brazil is cultural: local consumers consider it is very important to smell good.

COMPETITIVE LANDSCAPE

Natura Cosméticos SA continues to lead sales in the region

Natura continued to lead sales in Brazil, outperforming the entire mass beauty and personal care segment in Brazil. The company kept its strategy focused on increasing consultant productivity and on its main categories.

Grupo Boticário steps into the second position

In 2018, Grupo Boticário stepped into second position in GBO terms, after acquiring Vult Comércio de Cosméticos Ltda. Since 2017, Grupo Boticário has been investing in increasing its positioning within mass colour cosmetics, with significant investments to push sales of its Make B brand up.

Despite posting good performance, Unilever falls to third

After losing first position to Natura&Co in 2017, Unilever Group fell further in 2018 to third position in GBO terms. Unilever managed to post good performance in almost all categories where it is present in the country, despite intense competition within deodorants, the largest contributor to Unilever’s sales in Brazil.

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