Skin Care in Chile

PROSPECTS

Aggressive promotions are threatening the long-term performance of skin care in Chile

Skin care has witnessed many promotions and discounts, as a way of attracting consumers who are prioritising other categories. This is because skin care is not considered a primary and basic need and tends to be the first product to be set aside in difficult economic situations, showing greater elasticity than other goods such as soap, for example.

Mass versus premium competition not sustainable in facial masks

Despite mass facial masks’ growth, premium brands are competing with significant discounts and promotions, cannibalising share from mass brands.

From treatment to prevention also a trend in skin care

From treatment to prevention and health awareness is a trend across all industries, including beauty and personal care. Even if anti-ageing skin care is growing among mass brands, many consumers have turned to moisturisers and cleansers, as a way of preventing wrinkles and, therefore, avoid needing anti-ageing products.

COMPETITIVE LANDSCAPE

Godrej-Cosmética National improves its ranking for third consecutive year

Since Pamela Grant, Godrej’s mass brand, became cruelty-free, the company’s sales have grown on a sustainable path, climbing one position at the time, now for the third consecutive year. This is the result of growing interest in cruelty-free labels not only for premium, but even in mass products.

L’Oréal maintains share

L’Oréal Chile maintained its lead in skin care thanks to its wide portfolio in the mass, premium and dermocosmetic segments in a vast array of skin care subcategories. Strong brand recognition, combined with a high level of product innovation and advertising, were the main factors behind L’Oréal Chile maintaining its competitive advantage.

Direct sellers to perform well in 2018 despite (or thanks?) to the economic situation

Unlike mass brands that have been pressured by aggressive promotions from premium products, direct sellers have shown a different performance path, with many consumers turning to this kind of business as an alternative to obtain beauty and personal care products.

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