Skin Care in Colombia

PROSPECTS

Facial care boosts growth in skin care in 2018

Facial care is by far the largest category within skin care, and saw strong current value growth in 2018. Acne treatments, and moisturisers and treatments were the fastest growing categories.

Face masks set to see growth

Over the review period, face masks saw healthy growth in value terms, driven by consumer demand for easy-to-use products which deliver multiple benefits. Brand loyalty in this category is low, and it is highly fragmented.

Innovation contributes to dynamism in skin care

Like other beauty and personal care categories, skin care has relied on premiumisation and product innovation. Consumers are shifting away not only from products containing synthetic chemicals but also from brands that are not frequently updating their portfolios in terms of formats, formulations and benefits.

COMPETITIVE LANDSCAPE

Johnson & Johnson de Colombia SA leads sales

Skin care is a fragmented category, with many international and local players offering a wide selection of products in different price brackets. The category is dominated by international brands which have products in the mass segment.

Direct selling continues to be a key channel for skin care

Direct sellers have been successful in developing wide portfolios, supported by their sales representatives, who endorse products and maintain close relationships with customers to drive consumption. Natura, Avon and Belstar are all among the top five companies.

Skin care experiences multichannel evolution

Consumer trends during 2018 favoured sales via hypermarkets and drugstores, while internet retailing and beauty specialist retailers gained traction among premium and dermo-cosmetic brands. Given the promotional activity of branded products in store-based retailers and online, direct sellers have seen their shares decline.

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