Daniela Ferreira, Correspondent03.01.23
Skincare is a national pastime in Brazil. Skincare sales jumped 40.8% from 2016 to 2021, according to Euromonitor International. In contrast, global skin care sales rose just 29.8% during that time.
Unlike other parts of the world, Brazilians put a greater emphasis on body care. Global sales of body care products were $19.2 billion in 2021, according to Euromonitor. In contrast, global facial skin care sales totaled $121.7 billion. But in Brazil, body care sales approached $1.7 billion, compared to $1.1 billion for facial care products. That discrepancy is expected to continue. Looking ahead, experts predict that through 2026, global facial skin care sales will rise 22.5% and body care, 11.9%. In contrast, facial skin care sales will rise just 1% in Brazil, while body care sales will increase 7.4%.
In November, Natura expanded its Tododia line with the launch of Acerola and Hibiscus. It is said to provide refreshing hydration and prebiotic nutrition for firmer, softer skin. The new variant is comprised of bar soap; body scrub; roll-on antiperspirant deodorant; body splash and deodorant cologne. The new nourishing deodorant sorbet is said to have a cooling, refreshing effect on skin.
Nivea last year launched the Radiant Beauty line to celebrate the beauty of Black skin. Prior to its global launch, Radiant Beauty debuted in Brazil, where there are approximately 119 million people who identify as Black or brown (56% of the Brazilian population). Prior to the launch, Beiersdorf tested formulas in Brazil, South Africa, Nigeria and other countries to better understand their skin care needs. The line includes Nivea Loção Deo-Hidratante Beleza Radiante Cuidado Intenso (Nivea Deo Moisturizing Lotion Radiant Beauty Intense Care). The formula is said to deeply hydrate traditionally dry area like knees and elbows. It is formulated with five oils: avocado, olive, soy, macadamia and almonds. The formula also contains vitamins A, B3, B5 and C.
Nivea Hidratante Beleza Radiante Pele Uniforme promises to reduce dark marks and even skin tone. The SPF 15 formula contains pearl extract for hydration; turmeric extract, considered a potent antioxidant; potassium lactate, which exfoliates and promotes cell renewal; and vitamin C. The facial variant is billed as a 7-in-1 multifunctional formula that promises to reduce the appearance of dark spots, even skin tone and control oiliness. At the same time, brightens and softens skin while providing UVA/UVB protection.
Natura &Co is the No. 1 player in the Brazilian facial skin care market. With a 9.9% share, it is slightly ahead of Avon (9.5%), according to Euromonitor. For the record, Natura &Co owns Avon, too!
Natura added a Biohydrating Filling Serum to its Chronos line. The formula includes hyaluronic acid (HA) as well as fevillea, which is billed as a potent prebiotic. The product promises to reduce wrinkles and fine lines. After 30 days of use, skin contains up to 75% more HA, according to Natura.
Natura &Co also launched Avon Renew Sensitive+, an anti-aging range for sensitive skin. Some 70% of people around the world claim to have sensitive skin, according to Avon. As a result, they often forego more effective anti-aging products. Renew Sensitive+ promises to reduce redness and irritation. The line includes facial soap and cream. Both contain something called Protinol, which stimulates collagen production and hydrates skin. The end result? Firmer, more elastic skin.
Quintal Dermocosméticos launched AC-Hibistico serum, a 99.2% natural renewing serum. It is an alternative for people with sensitive skin who wanted a renewal but couldn’t find a suitable chemical peel option for their skin dilemma. It is formulated with hibistic acid (flower acids), maltobionic acid (PHA), bakuchiol, and a botanical complex composed of ora-pro-nobis, echinacea and mandacaru. It also contains zinc, magnesium, iron, copper and silicon. The formula is said to improve elasticity, soften lines and even skin. It also reportedly reduces sebum production and increases hydration.
Visso Natural is a vegan brand from Bel Col Cosméticos Group, New Tropicana is a buttery mousse with a light and soft texture. It contains shea butter, cupuaçu butter, coconut oil, passion fruit oil, sunflower oil and vitamin E. It can be used pure or as a carrier for essential oils. In this way, it can be used by professionals for body and facial procedures. Consumers can use it as a moisturizer for dry skin.
Products designed for specific skin care needs, or those that value local ingredients, are finding new audiences in a category that has traditionally valued technology over all else.
Daniela Ferreira
Correspondent
danief@uol.com.br
55-11-993880867
Daniela Ferreira is a marketing and communication professional in the cosmetic market. She has a master’s degree in fashion from the University of São Paulo (USP). The study presented in the thesis, integrated product launching in fashion and perfume, mainly comprising marketing studies related to brand, product and consumer behavior. At present, she is lecturer on marketing issues. Her expertise comprises managing and launching products, communication planning and market studies for identifying new business opportunities.
Unlike other parts of the world, Brazilians put a greater emphasis on body care. Global sales of body care products were $19.2 billion in 2021, according to Euromonitor. In contrast, global facial skin care sales totaled $121.7 billion. But in Brazil, body care sales approached $1.7 billion, compared to $1.1 billion for facial care products. That discrepancy is expected to continue. Looking ahead, experts predict that through 2026, global facial skin care sales will rise 22.5% and body care, 11.9%. In contrast, facial skin care sales will rise just 1% in Brazil, while body care sales will increase 7.4%.
Natura, Beiersdorf Dominate Body Care
With a 10.6% share, Natura Tododia from Natura &Co, is the best-selling body care brand in Brazil, according to Euromonitor International. In second place is Nivéa, the world’s best-selling body care brand from Beiersdorf.In November, Natura expanded its Tododia line with the launch of Acerola and Hibiscus. It is said to provide refreshing hydration and prebiotic nutrition for firmer, softer skin. The new variant is comprised of bar soap; body scrub; roll-on antiperspirant deodorant; body splash and deodorant cologne. The new nourishing deodorant sorbet is said to have a cooling, refreshing effect on skin.
Nivea last year launched the Radiant Beauty line to celebrate the beauty of Black skin. Prior to its global launch, Radiant Beauty debuted in Brazil, where there are approximately 119 million people who identify as Black or brown (56% of the Brazilian population). Prior to the launch, Beiersdorf tested formulas in Brazil, South Africa, Nigeria and other countries to better understand their skin care needs. The line includes Nivea Loção Deo-Hidratante Beleza Radiante Cuidado Intenso (Nivea Deo Moisturizing Lotion Radiant Beauty Intense Care). The formula is said to deeply hydrate traditionally dry area like knees and elbows. It is formulated with five oils: avocado, olive, soy, macadamia and almonds. The formula also contains vitamins A, B3, B5 and C.
Nivea Hidratante Beleza Radiante Pele Uniforme promises to reduce dark marks and even skin tone. The SPF 15 formula contains pearl extract for hydration; turmeric extract, considered a potent antioxidant; potassium lactate, which exfoliates and promotes cell renewal; and vitamin C. The facial variant is billed as a 7-in-1 multifunctional formula that promises to reduce the appearance of dark spots, even skin tone and control oiliness. At the same time, brightens and softens skin while providing UVA/UVB protection.
Natura &Co is the No. 1 player in the Brazilian facial skin care market. With a 9.9% share, it is slightly ahead of Avon (9.5%), according to Euromonitor. For the record, Natura &Co owns Avon, too!
Natura added a Biohydrating Filling Serum to its Chronos line. The formula includes hyaluronic acid (HA) as well as fevillea, which is billed as a potent prebiotic. The product promises to reduce wrinkles and fine lines. After 30 days of use, skin contains up to 75% more HA, according to Natura.
Natura &Co also launched Avon Renew Sensitive+, an anti-aging range for sensitive skin. Some 70% of people around the world claim to have sensitive skin, according to Avon. As a result, they often forego more effective anti-aging products. Renew Sensitive+ promises to reduce redness and irritation. The line includes facial soap and cream. Both contain something called Protinol, which stimulates collagen production and hydrates skin. The end result? Firmer, more elastic skin.
Other Brazilian Brands
Multinationals aren’t the only companies engaged in new product development. Simple Organic, a Brazilian beauty tech company, specializes in sustainable, vegan, natural, cruelty-free and gender-free products. It recently launched Beauty Gel, a trio of products focused on specific skin care. The minimalist formulas are said to appeal to newcomers to the skin care category, who are just getting started on their routine. Beauty Gel Ácido Kójico + Alfa Arbutin reduces hyperpigmentation, while imparting a refreshing, soothing feel. A prebiotic gel plus remineralizing complex contains a prebiotic, as well as zinc, manganese, magnesium and sodium. Another gel promises to help tired skin recover as it balances the microbiome. Finally, the third formula contains mandelic acid and gluconolactone. Together, they mildly exfoliate skin to improve texture and improve the appearance of acne, regulate oil and reduce the signs of aging.Quintal Dermocosméticos launched AC-Hibistico serum, a 99.2% natural renewing serum. It is an alternative for people with sensitive skin who wanted a renewal but couldn’t find a suitable chemical peel option for their skin dilemma. It is formulated with hibistic acid (flower acids), maltobionic acid (PHA), bakuchiol, and a botanical complex composed of ora-pro-nobis, echinacea and mandacaru. It also contains zinc, magnesium, iron, copper and silicon. The formula is said to improve elasticity, soften lines and even skin. It also reportedly reduces sebum production and increases hydration.
Visso Natural is a vegan brand from Bel Col Cosméticos Group, New Tropicana is a buttery mousse with a light and soft texture. It contains shea butter, cupuaçu butter, coconut oil, passion fruit oil, sunflower oil and vitamin E. It can be used pure or as a carrier for essential oils. In this way, it can be used by professionals for body and facial procedures. Consumers can use it as a moisturizer for dry skin.
Products designed for specific skin care needs, or those that value local ingredients, are finding new audiences in a category that has traditionally valued technology over all else.
Daniela Ferreira
Correspondent
danief@uol.com.br
55-11-993880867
Daniela Ferreira is a marketing and communication professional in the cosmetic market. She has a master’s degree in fashion from the University of São Paulo (USP). The study presented in the thesis, integrated product launching in fashion and perfume, mainly comprising marketing studies related to brand, product and consumer behavior. At present, she is lecturer on marketing issues. Her expertise comprises managing and launching products, communication planning and market studies for identifying new business opportunities.