Skin Care in Peru

PROSPECTS

Increasing demand for products that meet individual needs

Skin care has not penetrated every household, and at the low-income level it is not perceived as a need, but in other categories consumers are already aware of their individual needs. For that reason they look for specific products, that clarify the skin, provide firmness, hydrate or eliminate impurities.

New format size has been introduced to increase market size

Local producers such as Laboratorio Portugal and the multinational Unilever have introduced sachets of moisturiser, which are sold mainly through the traditional channel, via warehouses, independent pharmacies and beauty specialists. However, large pharmacy chains are also offering this new presentation.

Consumers seek to maintain direct and continuous communication with manufacturers

To the extent that consumers have gained access to cellular devices with connectivity their participation in social networks has intensified, as well as their access to YouTube and many other websites. This has led to the demand for new forms of communication and especially in skin care, seeking advice and experiences from other consumers.

COMPETITIVE LANDSCAPE

New business model for direct selling

There are new brands entering the category such as Nu Skin and Yor Health. They are focused on direct selling but not the traditional model.

Cutting-edge technology begins to appear as a differentiating factor

Some skin care products are now supplemented with high-tech equipment for home spas. This is the case with Nu Skin whose recommended start-up kit includes a cleaning machine to be used at home twice a day.

Manufacturers require presence in multiple channels

Despite the fact that direct selling dominates the category, retail is increasing its penetration offering a wide variety of brands and products through department stores, pharmacies, supermarkets, hypermarkets and even small independent grocery stores. There are also traditional beauty specialists that are now competing with modern specialists such as Aruma and Sally Beauty which are helping to increase awareness around all beauty products and specifically in skin care.

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