Skin Care in Brazil

2020 IMPACT

Change of mindset from make-up to preventative care benefits skin care

While colour cosmetics, and facial make-up in particular, remains a very important category for Brazilian consumers, the impact of the COVID-19 pandemic in terms of reducing social occasions led to a decline in value sales. This scenario, however, contributed to accelerating a trend that had been slowly evolving in the Brazilian market: a change of mindset from frequent usage of make-up to an approach of preventative skin care.

Mass products gain relevance over premium due to economic crisis

The volatile exchange rate, rising raw materials costs, ramping logistics challenges and investments in promotion and discounts being critical to remain competitive, are some of the reasons why the unit prices of skin care products were under so much pressure in 2020. While many manufacturers aimed to limit unit price increases for final consumers in the first half of the pandemic year, in the last quarter of 2020 they were forced to share these costs with the whole distribution chain.

From “lipstick effect” to “hand cream effect” during the pandemic

A famous illustration of periods of economic crisis, the “lipstick effect” seemed to be replaced by the “hand cream effect” in Brazil in 2020. While lipstick will maintain its relevance in the Brazilian market in the long-term – just like all colour cosmetics – hand cream seems to have conquered a special share of Brazilians’ budgets and shelf space in stores.

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