Skin Care in Brazil

PRE-COVID-19 PERFORMANCE

Brazilians continue to show increasing interest in facial care

The skin care performance in Brazil continues to heavily influenced by body care, which accounts for more than half of total skin care sales. Brazilians are known for taking good care of their bodies, with products such as general body purpose care being widely used by many consumers.

Body care continues to see strong growth in 2019

Body care sales continued to record a strong performance in 2019, with innovation helping to continue driving sales over the year, particularly products offering greater added value. Products that offered extra benefits or differentiated ingredients performed well, with consumers seeking differentiated items to take care of their bodies.

Increasing shares for Natura Cosméticos, Belocap Produtos Capilares and BDF Nivea

Natura further strengthened its position in skin care thanks to its strong performance in body care. The company made an important investment in its Tododia brand in 2019, relaunching all items under a new formula with prebiotics as well as with technology that the company claims adapts to each type of different skin specifics.

2020 AND BEYOND

COVID-19 impact

Sales of skin care are now expected to decline by 1% in 2020 at constant 2019 prices in light of the impact of COVID-19. This compares to the 4% growth forecast for 2020 during research conducted at the end of 2019, before the spread of COVID-19.

Affected products within skin care

With the official instructions for people to thoroughly wash their hands on a regular basis or, failing that, to use hand sanitiser to clean the hands in order to combat the spread of COVID-19, this has also been driving sales of hand care products, with consumers hands dried out due to all the washing/sanitising. This meant that hand care was able to buck the general trend in skin care and record positive value growth in 2020 at constant 2019 prices, with body care and facial care both recording declines.

Recovery and opportunities

Although value sales at constant 2019 prices will quickly return to positive growth in 2021, after the decline recorded in 2020, and continue to see rising sales throughout the rest of the forecast period, skin care will generally undershoot the forecast period performances predicted during research conducted at the end of 2019 before the spread of COVID-19. However, after the major boost to sales seen in 2020, hand care will then record negative value growth at constant 2019 prices over the rest of the forecast period.

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