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Markets & trends

China - Brazil, the winning match

At first sight, the idea of making a parallel between a Chinese or Japanese and a Brazilian woman consumer may sound odd. At first, it seems the approach to sensoriality, the notion of perfumery, or the relationship with the body are all aspects that differ in their relationship with beauty. Nevertheless, as she just got back from Brazil, Florence Bernardin, the Director of Information & Inspiration, and an expert in Asian cosmetic markets, points out a few similarities between the two countries that might influence cosmetic innovations.

Florence Bernardin

Florence Bernardin

There is certainly a lot to put and think in common, from a very global standpoint”, Florence Bernardin underlines, “Chinese and Brazilian women both have an oily skin that is exposed to the sun and pollution, they have the same desire for naturalness, and a very strong relationship with water and hygiene”.

The same desire for lightness

There is thus a great need for light, fluid or aqueous textures resulting from these common protection and purity expectations in Asia. These non-greasy textures are also popular in Brazil. As an example, sun care ranges now offer very specific “toque seco” products with a dry skin feel, such as those by La Roche Posay, Avene, L’Oreal, or Vichy Capital Soleil Toque Seco SPF50…

Mists and light sprays are ubiquitous on sun protection markets in China or Korea, and have become so in Brazil as well, though they are mainly destined for the body (see Sundown, Oboticario, Natura, Neutrogena, Dermage, Nivea, Golden Plus…).

Foams are extremely popular in Asia, and are now appearing in Brazil, where they provide lightness, sensoriality, but also homogeneity, because they are tinted. This is an interesting aspect that may, this time, be applied to Asia (see Dermage Photoage Mousse FPS50+, or Vichy Capital Soleil BB Aera-Mousse FPS30).

A preserved complexion

The anti-dark spot approach, already firmly established in Asia with the whitening ranges, is being mass-marketed in Brazil with the arrival of Vitamin C-based formulations, which even out the complexion while increasing the skin’s elasticity. Whitening and anti-aging are thus joining here… (Granado Loção facial Hidra C FPS 15, Dermage Improce C20, L’Oreal Revitalift Clareador, Vichy Liftactive Serum, or the new RoC Serum/Gel Creme C-Supérieur Concentrado 16 %)

Following the example of Asia, the Brazilian market is also very concerned with dark circles: we should soon see new vitamin C and/or retinol-based products, such as Natura’s Chronos Pharma Serum Intensivo Clareador Antissinais.

Creative makeup

Florence Bernardin notes that, in order to offer Brazilian women mascaras worth their lashes, a next step may be inspired from the Asian smudgeproof formulas that resist against lower lid sebum (preventing panda eyes), but also against ambient humidity, and which are to be removed with hot water.
From a more global standpoint, she foresees a very promising momentum in this segment. “It is still a small market, but its creativity and product diversity are very interesting”. With Quem disse Berenice?, the Brazilian Kiko which belongs to the O Boticario group, customers can buy different brushes for different effects, but for the same mascara. “This multi-directional approach reminds us of the Korean creativity on the segment”, and of course, “the huge nail varnish market links the two continents”, Florence Bernardin concludes.

Florence Bernardin and Kristel Milet

© 2014 - Brazil Beauty News -

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