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Markets & trends

Multifunctional and anti-aging products boost the Brazilian skin care market

Cleansing, toning, moisturizing, and protecting the skin from the sun: a daily skin care routine takes time, dedication… and money. Brazil is not yet a powerhouse in the skin care sector, but this scenario has been changing in recent years. According to data from ABIHPEC (Brazilian Association of the Cosmetic, Toiletry and Perfumery Industry), the skin care category rose from 7th place in 2008 to 5th place in 2013.

The growth is related to several factors: the increase in the income of the population, the arrival of new brands on the market, the awareness of the importance of skin health promoted by dermatologists, the longer life expectancy and with it, the need to maintain a youthful appearance, and even the fierce competition in the marketplace. “Looking after oneself is absolutely essential to remain in the job market,” says João Carlos Basilio, President of ABIHPEC.

Marketing Director for Mary Kay in Brazil, Shana Peixoto

Marketing Director for Mary Kay in Brazil, Shana Peixoto

A report published by Mintel Consulting in 2014 shows that the search for more practical and easy to use products is on the rise in Brazil. “In the past, Brazilians considered skin care to be a difficult and time-consuming routine and so did not practice regular care. Today, they are paying more attention to products developed to maintain healthy skin, looking for new technologies, as well as and quick and easy regimens,” says Shana Peixoto, Marketing Director for the American company Mary Kay in Brazil.

Products that offer multiple benefits - the so-called multifunctional products - represent one of the segments that have received most attention in Brazil. Today, 38% of Brazilians use multifunctional products regularly, especially those containing sunscreen, a decisive factor in Brazilian customers’ decision to purchase, and BB creams, which tone and care for the skin at the same time.

Dermatologist Daniela Landim

Dermatologist Daniela Landim

Another prominent product category in Brazil is anti-aging. “Peoples’ interest in preventing signs of aging and maintaining a healthy appearance is growing,” says Peixoto. Mary Kay invested in research for the 2013 launch of the TimeWise Repair product line, which claims to minimize the signs of aging and restore volume and suppleness to the skin. According to data from Mintel, 15% of the Brazilian population uses anti-aging products. Women over 55 years of age are the biggest consumers, but there is already significant penetration among young adults between the ages of 16 and 24.

The Brazilian skin care market is also directly linked to medical prescriptions, as evidenced by the fact that there are about 7,000 dermatologists in Brazil, second only to the U.S. However, patients are still slow to seek an expert. “I often hear: ‘I’ve always had good skin’, ‘I only came because I aged overnight’, or ‘I don’t have time’. When patients show up for a consultation, the treatment is already curative and not preventative,” says dermatologist Daniela Landim.

It is the doctor who decides whether to recommend brand-name products that are well-established in the market, or compounded prescriptions, which are very popular in Brazil, although not so common in other countries. “I often prescribe ready-to-use brand-name products that are highly recognized and use advanced technology from manufacturing through to packaging, which is essential for good treatment results,” explains Dr. Landim.

According to her, there are advantages and disadvantages to compounded products. On the positive side are the lower cost, the specificity of the concentration of each ingredient, and the custom formulation for each patient. On the down side are not knowing whether the concentrations are correct, the short product shelf-life, and the more limited technical resources, which vary significantly from one pharmacy to another.

Renata Martins

© 2014 - Brazil Beauty News -

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