Premium Beauty News - There is an increasing number of International brands to try their chance in Brazil. Is it the new Eldorado of beauty?
Leila Rochet-Podvin - Brazil has become one of the target countries in the internationalization of brands and its economic growth attracts each year more and more foreign brands. The country ranks fifth in the world in terms of its population, and there is a rising amount of middle- or higher-class people living close to the number of people in France and in the UK put together. It is also a very urban, (84% of the population lives in cities), and young country, since the median age is 29 years.
Unlike Chinese people who save money, Brazilians have a high level of consumption. Opinion polls highlight a very optimistic population, confident in the future and proud of its country. Feelings that should be enhanced by the preparation of upcoming major sports events: the Football World Cup in 2014 and the Summer Olympics in 2016 in Rio.
As a result, Brazil ranks first, ahead of Chile, among 30 emerging economies [1] in terms of attractiveness for retailing activities.
Premium Beauty News - Beauty holds an important place in Brazilian culture.
Leila Rochet-Podvin - It is often rightly said, that Brazilians women truly worship the beauty of the body : which must look simple, as natural as possible, but perfect. This is logical in a country where climate encourages body exposure. Therefore Brazilian women do not hesitate to invest to shape their silhouette, be it through sport, cosmetic procedures or through the use of cosmetics. For 91% of Brazilian women, being beautiful is important primarily for social life [2]. It must be noted that three of the five highest paid top models in the world are Brazilians.
But things do not stop there. Because of its history, this market is very different from many other emerging markets, in particular regarding their interest for luxury products. Brazilians have their own brands, including in the upper end segment. Several Brazilian luxury brands have even emerged in fashion and jewellery. The tradition of design is strong in Brazil. What naturally comes to mind are the great Brazilian architects, but the country is also very dynamic in terms of fashion and also has several world-renowned contemporary artists. They develop a contemporary aesthetic inspired by Brazilian history, a mixture of modernism, closeness to nature and of indigenous influences. Unlike other emerging markets, sophisticated and knowledgeable, Brazilian consumers have great confidence in their local brands.
An equally important feature of Brazilian culture is the art of living together: the importance given to human relationship, to cordiality. This has immediate consequences in terms of marketing. Thus, Brazilians are very demanding in terms of quality of service, of the quality of reception in outlets. The shopping experience in outlets must be up to expectations. Moreover, the country ranks second for the use of social networks. Beauty bloggers as such, play a pivotal role for the recommendation of cosmetics in Brazil.
Finally, we cannot talk about beauty in Brazil without mentioning the country’s ethnic, religious and cultural mix, the "mash’up" culture that fosters tolerance and mixtures. Today, a minority of the population (48%) defines itself as "white", and 7% claims being "black." In Brazil can be found a multitude of skin tones, actually 136 different types. And this must be combined to an almost equally impressive variety of hair types. This obviously has an impact in the development of products, particularly hair care and make-up.
Premium Beauty News - What are the main market trends?
Leila Rochet-Podvin - The ideal Brazilian beauty favours a "healthy" and natural look. Skincare products are progressing very quickly (55% per year [3]), "urban" sun protection products are also fast growing, as well as make-up.
We have summarized the trends and influences that we observed in Brazil according to two axes. On the one hand, that of urbanization and of country development confronted to its more authentic temporal link ([fast/slow}) and, on the other hand, the influence of Brazilian roots facing the standards of internationalization and of global performance.
Which gives us four major trends:
– Authentic’Link, with the enhancement of Brazilian "mash-up" culture as the root for a future style of life. Keywords are the reinterpretation of know-how, the enhancement of the country’s heritage and history. The cosmetic brands which are emblematic of this trend are Avatim, or Água de Alfazema de Phebo.
– Graffiti’Play, that promotes vibrant colours, as an expression of the creative urban identity game. Keywords are the joy of living, experience and emotion, the identity mash-up, a rich culture. The cosmetic emblematic brands in this trend are Body Store, Ducha Cosmeticos or the make-up line Soul from Eudora.
– Techno’Wise, an optimistic urban model hinged on products developed with the solid know-how of pros. The keywords are: sustainable architecture, technology of tomorrow, urban efficiency, praise of the pros, expert words. Among cosmetics brands emblematic of this trend: Duda Molinos, eos, Contem1g.
– Green’Alchemy, where nature is seen as imperative source of future development, which values social harmony and the preservation of resources, and with the following keywords: ethics, biodiversity, natural chemistry, respect of Brazilian knowledge, preservation, upcycling. The Ekos line by Natura is the best known example. One can also mention the brand Amazonia Viva or Sejaa.
On all market segments, local brands are flourishing and proudly wear the markers of Brazilian identity. To meet this competition, international brands who want to succeed in this market should be above reproach in terms of quality and find an appropriate distribution solution in a country where the retail sector is still underdeveloped, although the situation is evolving very quickly.
The study "Inspiration from Brazil" is available from Cosmetics Inspiration & Creation. For more information, contact Leila Rochet-Podvin: contact@inspirationcreation.com
