Uruguay’s borders remained closed during 2020 and for a large part of 2021, which supported sales of mass beauty and personal care in local stores. However, the country’s borders were reopened in October 2021 and during 2022 it is expected that there will be a sales migration from local retailers to foreign stores located over the border in Argentina and Brazil where prices are often cheaper.
Consumers became more price sensitive during 2021 because of high rates of inflation, which put further pressure on households, many of which were already suffering from a drop in disposable income. As a consequence, consumers were highly attracted to discounts that were available in modern channels as well as through e-commerce, with online stores usually offering different promotions than physical stores.
During 2021 almost all mass beauty and personal care categories registered a rebound in volume terms. However, mass adult sun care, depilatories and deodorants registered a contraction due to several different reasons.
Despite the rise in the rate of inflation and the decrease in purchasing power seen since the start of the pandemic, consumers are nonetheless becoming increasingly aware of the benefits of natural, organic and vegan beauty and personal care products. New brands were launched during the review period looking to tap into this demand such as Cryocosmetic, a domestic skin care brand which is made from 100% natural ingredients; Laurel, a vegan brand launched in 2020 that is focused on hand-made bath and shower products, while Zena is a new firm that is in the process of being approved by the Ministry of Public Health.
Over the review period direct selling lost ground in mass beauty and personal care to other distribution channels and it lost further share during 2020 and 2021 as its business model did not fit easily with the country’s COVID-19 measures. The channel also share due to the expansion of e-commerce, with direct selling companies such as Mary Kay and Avon not yet offering online sales in Uruguay.
Influencers are progressively changing the way companies and brands are approaching their marketing strategies when it comes to mass beauty and personal care in Uruguay. With the rise of social media platforms such as Instagram and Facebook, companies are increasingly turning to influencers with large followings to promote their products, sometimes with the use of video tutorials.
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Mass Beauty and Personal Care
This is the aggregation of mass colour cosmetics, fragrances, deodorants, skin care, sun care, baby and child-specific products, bath and shower and hair care.See All of Our Definitions
This report originates from Passport, our Mass Beauty and Personal Care research and analysis database.
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