Skin Care in Mexico

PROSPECTS

Face masks continues to diversify

During 2018, face masks continued to gain shelf space in modern grocery retailers, health and beauty specialist retailers, and variety stores such as Sanborns, Coppel and Miniso. The wide variety of versions and delivery formats contributed to diversification, propelling its positive performance.

Skin care innovates with new ingredients

In a highly competitive category such as skin care, innovation remains a relevant strategy. In 2018, many brands launched line extensions containing new ingredients.

Skin care products with UV protection are not expected to threaten sun care

In Mexico, there are skin care brands that include sun protection factor as a specific feature. Their increasing availability is being supported by the growing consumer desire to protect the skin from UV damage, and including sun protection in skin care products is a convenient way to ensure daily skin protection.

COMPETITIVE LANDSCAPE

Product innovation and continuous marketing ensure Unilever de México’s lead

Unilever de México remained the leading company in skin care in value terms in 2018, thanks to its Dove, Vasenol, Pond’s, St Ives and Savilé brands. The latter was a recent acquisition from Quala in 2017.

Direct sellers maintain their relevance in the competitive landscape in skin care

After modern grocery retailers, direct selling remained the second biggest channel for skin care distribution during 2018. 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.

Internet retailing remains a small distribution channel, despite its rapid growth

Sales of skin care products through internet retailing posted double-digit value growth in 2018, and this was the fastest growing channel in the category in 2018. Although internet retailing holds a small share of distribution, its dynamism has led brands and retailers to invest in its development.

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