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Markets & trends

Brazilian cosmetics industry invests in the tattoo care segment

Products that help the healing process or are recommended for daily use claim to maintain the structure of the skin and protect tattoos from fading or blurring.

Tattoos were a symbol of out-and-out rebellion for decades and those who had the courage to brand their skin permanently with symbols or designs – and you needed to be very brave to do so at that time – were not highly regarded by society. Modern (or electric) tattooing was introduced to Brazil in the 1960s by Danish tattooist Knud Harald Lykke Gregersen. Known as Lucky Tattoo, he was considered the only professional tattooist in South America until the mid-1970s.

Advertising piece for MBoah Tattoo

Advertising piece for MBoah Tattoo

A lot of things have changed since then. Tattooists have become highly skilled artists, techniques and equipment have developed and the public interested in having tattoos has diversified and expanded rapidly. Brazil has the third-largest number of tattooed people in the world and there are more than 12,000 tattoo studios across the nation. A survey carried out in 2013 by magazine Superinteressante mapped the profile of Brazilians with tattoos and discovered that most are women (59.9%), aged between 19 and 25 (48.2%), and are college students or completed higher education (61.2%).

This large, promising niche has attracted the attention of the cosmetics industry. It is not enough for someone who wants to have a tattoo to just choose the right design and part of the body to put it on, find a studio with a top quality professional tattoo artist and handle the pain with clenched teeth. Post-procedure care, carried out with proper products, is essential to ensure the quality of the final result.

There weren’t any products on the market focused on this segment when we started. The lack of specific cosmetics would lead consumers to use pharmaceutical products that were intended for other purposes,” says Katia Nassimbeni, head technician of Tattoo Long Life. The Sao Paulo-based company was founded in 2005 and introduced products for tattoo care into the Brazilian market, such as a soothing cream to promote skin healing, a long-lasting body lotion and a sunscreen with a high SPF.

The brand Verde Flor was launched just over two years ago, with products targeting the same customer segment and an environmentally friendly range of tattoo care products called Eko Tattoo. The company’s co-owner, Thiago Telatin, says their plant – located near Sao Jose do Rio Preto, in upstate Sao Paulo – only works with vegetable-based, cruelty free ingredients. The brand’s portfolio includes products that help tattooed skin recover and keep it moisturized.

MBoah Tattoo, based in Minas Gerais, has appeared on the market more recently. Its cosmetics line for tattooed skin was created in 2013 and has three versions of moisturizing products, one for the healing period and two for daily care – one for female and the other for male customers. The products claim to preserve the structure of the skin, maintain the original outlines of the tattoo design and keep the colors bright over time.

Company owners are optimistic with the category’s performance so far. “We are seeing growth of 30% per year and the trend points to an increase. Public interest has been expanding increasingly as a result of the regularization of tattoo studios, products being notified to or registered with Brazil’s health regulatory agency (ANVISA), as well as the awareness of how to make a safe tattoo,” says Katia Nassimbeni. Tattoo Long Life is planning to launch a new sunscreen lotion with FPS 54+ this year to celebrate a decade of its existence.

As for the prejudice that still affects people with tattoos, she believes that “society is now much more prepared to accept tattoos, but there is still a long way to go before all prejudice disappears”.

Renata Martins

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© 2015 - Brazil Beauty News - www.brazilbeautynews.com

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