Skin Care in Guatemala

PROSPECTS

The selection of specialised products grows in the market

Skin care is a large category in Guatemala, and there are many products and brands available in the market. Innovation is mainly seen in terms of more specialised products that target different skin problems.

Value-added benefits

Skin care is a very important category within beauty and personal care, and it continues to grow, with an increasing selection of products and benefits. Leading brands such as Nivea (BDF Centroamérica) have wide product portfolios of products that target the different needs of consumers, such as 48-hr moisturising, firming creams and skin lotions with sun protection.

Natural products

As in many beauty and personal care categories, natural products have a positive image amongst consumers, and many brands use natural ingredients to offer value-added benefits to their products. However, new brands have been seen in the market, such as Haiko Natural (Tecser Laboratorios), which offers skin care products such as creams to reduce spots and stains on the face, made with snail extract, aloe vera, vitamin E and green tea.

COMPETITIVE LANDSCAPE

Belcorp Guatemala and BDF Centroamérica lead skin care

Skin care was led by two companies in 2018. First was Belcorp Guatemala, which is a direct selling company that sells the L’Bel brand, and has a large selection of facial and body skin care products.

Promotions and packs

In order to promote their products and offer better alternatives to consumers, brands such as Nivea (BDF Centroamérica) offer packs with free gifts, such as a Nivea Cream jar with a Nivea Body Milk, which comes with a free shopping bag. These packages encourage consumers to try more than one product within the same brand, and creates stronger brand loyalty once they try the products and like the results.

Premiumisation grows along with specialised stores

The premium segment is a small niche, with such products popular only amongst the upper-end of the market. However, it is growing thanks to specialised skin care retailers such as Dermalogica, an international brand that opened a store in 2019 in Design Center, a shopping centre in Guatemala City.

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