In the second semester of 2021, the advancement of Brazil’s mass COVID-19 vaccination campaign resulted in some flexibility in socialising, but consumers remained extremely cautious in terms of taking international trips due to the instability of the pandemic. The strong local currency devaluation also played a strong role in encouraging Brazilians to remain in the country.
Premium fragrances are commonly perceived as a more accessible investment that is frequently perceived by consumers, as it offers a sign of prestige amongst peers. The challenges in terms of mental health presented by the difficult context of the pandemic led to a trend for self-indulgent consumption.
Colour cosmetics was already facing difficulties in Brazil prior to the emergence of the pandemic. The rapid adoption of a more casual dress code in working environments led to less frequent application of colour cosmetics on a daily basis.
There remains uncertainty over when the impact of the pandemic on a global scale will weaken. The lockdowns in China and the waves of contagion are likely to continue to negatively impact the availability of ingredients in the supply chain, imposing bottlenecks in logistic processes and delaying lead times of imports.
Premium beauty and personal care brands tend to focus on updated campaigns, formulations, lifestyles and consumption occasions. Such brands are often seen as benchmarks in the field of sustainability in the broader meaning of the term.
Ostentation and explicit demonstrations of affluence and power are traditional concepts that previously represented status symbols in Brazil. However, these approaches are increasingly distancing premium brands from younger generations, who are more connected to the digital environment, streetwear, sustainability and experiences.
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Understand the latest market trends and future growth opportunities for the Premium Beauty and Personal Care industry in Brazil with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Premium Beauty and Personal Care
This is the aggregation of premium colour cosmetics, fragrances, deodorants, skin care, sun care, baby and child-specific products, bath and shower and hair care.
See All of Our DefinitionsThis report originates from Passport, our Premium Beauty and Personal Care research and analysis database.
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