In 2021, vaccination against COVID-19 started in January, and by September, 36% of the population were fully vaccinated against the virus. Thus, while some of the population loosened social distancing and left their homes more, others still spent much time secluded at home.
Personal care appliances saw dynamic retail volume growth in 2021, although performances varied between categories. For instance, volume sales of electric facial cleansers increased significantly, due the positive influence from advertisements, social media campaigns and their impact amongst brand followers.
Given the increasing interest in skin care routines, several brands are now offering electric facial cleansers in their portfolios. Thus, there has been an increase in the competition and a wider range of price options is available for consumers.
Many Brazilian women have always had extensive beauty routines, with daily use of flat irons or hair dryers, or a heavier make-up style. Throughout 2020, during lockdown periods due to the COVID-19 pandemic, many sought a simpler routine, with fewer demands on personal beauty.
In 2021, Foreo brought a new personal care appliance to the Brazilian market: Bear. The appliance is a facial microcurrent massager, which helps to tone, lift and define the contours of the face, including regions like the chin, cheeks, neck and forehead.
In terms of skin care devices, Philco has launched a skin care line comprising Ultrasonic Beauty and Eye Magic. The electric facial cleanser features a red LED to promote microcirculation and skin renovation, while a blue LED releases photons with anti-inflammatory action, helping to decrease acne and control skin oiliness.
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Personal Care Appliances
This report originates from Passport, our Personal Care Appliances research and analysis database.
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