Skin care benefited from mid- to high-income consumers having greater time at home available to pamper themselves in 2020 as a result of the pandemic, and increasingly associated daily skin care rituals with health and wellbeing, which led to dynamic growth rates in both retail volume and current value terms. The financial aid provided by the government contributed to lower-income consumers also having access to both perceived essential items (such as food and medicine) and discretionary purchases, including skin care.
Fragrance is an important feature for Brazilian consumers, with players such as Natura Cosméticos and Botica Comercial Farmacêutica typically offering entire lines or sets incorporating fragrances, deodorants, soap, shampoos and skin care items from the same olfactory family. Sets are usually perceived as a suitable option for gifting others, which is an important habit in Brazilian culture, especially for celebratory dates.
During lockdown periods, drugstores/parapharmacies was one of the few channels considered essential and therefore was able to continue operating in Brazil. Consumers became used to shopping in these stores where they could purchase a wide range of beauty and personal care items from one place.
The trend of a growing number of demanding consumers is expected to bring further pressure for brands, not only in terms of offering higher quality but also to show that they are connected to relevant concerns and values. Themes related to sustainability, diversity and inclusion are increasingly gaining relevance in Brazil.
Brazilians value products with immediate or short-term and long-lasting results, especially those with an anti-ageing positioning. With consumers spending greater time reflecting on their appearance during pandemic-induced home seclusion, whether in front of cameras at virtual meetings or via social media posts, which increasingly offers filters to correct imperfections, the demand for an enhanced facial appearance is gaining momentum.
Skin care rituals are likely to remain important to many Brazilians, especially as the abundance of information available online and on social media helps consumers to self-diagnose skin care concerns and obtain recommendations. Some skin care routines are becoming increasingly sophisticated to match consumers’ more specific needs with space left for expansion and product diversification.
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Understand the latest market trends and future growth opportunities for the Skin Care industry in Brazil with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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This is the aggregation of facial care, body care, hand care and skin care sets/kits.See All of Our Definitions
This report originates from Passport, our Skin Care research and analysis database.
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