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Markets & trends

Brazilians need to be reassured about the effectiveness of body care products

The desire for beauty is one of the main drivers of the skincare market in Brazil. However, as consumers are not able to evaluate the effectiveness of a product straight away, cosmetics makers need to reassure them.

According to a recent Canadean report, the desire to enhance appearance influences over a quarter of skincare consumption in Brazil. In body care, which takes a 70.6% share of the Brazilian skincare market, this desire is the strongest, influencing 28.8% of its consumption. [1]

The Natura Ekos Acai skincare line contains acai berries that are claimed (...)

The Natura Ekos Acai skincare line contains acai berries that are claimed to have an exfoliating and skin rejuvenating effect. © Natura Brasil

Brazilians consider healthy and youthful body skin as vital for attractiveness. “Demand for body creams and lotions with skin-enhancing claims, such as vitalising, firming, counteracting cellulites and stretch marks, is growing. The same goes for body care with more emotive claims such as promises of smooth, shiny and silky skin," says Veronika Zhupanova, analyst at Canadean.

In-store evaluation

Canadean’s research shows that Brazilians evaluate the effectiveness of a product with their senses. “Manufacturers have to remember that consumers can not evaluate the effectiveness of a skincare product straight away. They will therefore check out the attributes that are available to them, such as stylish packaging, pleasant tactile and visual sensations, scent, absorption speed and feel on the skin. This is an initial hurdle where skincare producers will need to make an effort to attract consumers in Brazil,” adds Veronika Zhupanova.

Importance of direct sales

However, the direct sales channel is very popular for skincare products in Brazil. In such a context, consumers do not always have access to the product before they make a purchase, therefore it is crucial that manufacturers provide a full description of the item in the sales catalogue. In addition to that, producers need to create a story around their skincare, explaining what served as an inspiration for their product and why. According to Zhupanova, “this will create an emotional connection with consumers while explaining how the product works. For example, the acai berry, used by Brazil’s indigenous Amazonian population, is rich in antioxidants and associated with a number of benefits, including anti-aging.

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