For mass beauty and personal care, consumers in Ecuador tend to be more conservative, purchasing traditional products and placing trust in them. For eye shadow, lipstick and nail polish, consumers mostly buy and use basic colours, especially amongst middle-aged groups.
Despite economic contraction of the last years, taking care of one’s image and health has been an increasing trend amongst consumers. This trend is mostly seen amongst food and beverages, but within beauty and personal care, categories such as mass sun care, facial care and body care are increasing sales, because consumers are more informed about the effects of not having a good skin care routine.
Consumers are becoming more aware of the impact of cosmetics on the environment, and on their own health. This has slowly driven them to look for natural products and/or brands that actively respond to these concerns.
Yanbal Ecuador, Productos Avon Ecuador and Grupo Transbel, all direct sellers, continued to lead mass beauty and personal care sales in 2018. Their powerful presence is due to their massive distribution through their salesforces, which reach more consumers than any other channel.
Direct seller Yanbal Ecuador led mass beauty and personal care in 2018. The company has a long-standing presence and enjoys high awareness amongst consumers.
Most mass beauty and personal care products are sold through direct sellers. However, these companies are starting to develop their online sales channels, and internet retailing is gaining relevance.
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