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Markets & trends

Aging of the Brazilian population creates opportunities for the cosmetics industry

Mintel data shows that product launches with an anti-aging claim are increasing, but companies need to invest in innovation and effective brand communication to meet the market demand.

Juliana Martins, beauty and personal care analyst at Mintel

Juliana Martins, beauty and personal care analyst at Mintel

Young faces are still featured on most beauty advertising campaigns in Brazil, but it won’t be long until the industry feels the need to shift its focus towards an older age group, which is on the rise in the country. According to the World Health Organization, in 2050, Brazil will have 64 million people over 60 years of age, accounting for about 30% of the population.

Before the first wrinkles appear

Within this context, the industry “should develop products with anti-aging benefits to suit not only the older age group but also younger consumers looking to protect their skin against premature aging," says Juliana Martins, beauty and personal care analyst at Mintel.

The global market shows that concerns about the effects of time on the skin start way before the first wrinkles appear. Martins highlights creams and serums that claim to smooth out fine lines and protect against early signs of aging caused by sun exposure. When it comes to makeup, many primers, blurs and multifunctional products, such as BB and CC creams, also promote anti-aging benefits while hair boosters claim to rejuvenate the locks.

Anti-aging claims

In Brazil, there is a growing interest for anti-aging products in several categories. Mintel’s 2016 Hair Care report revealed that 27% of Brazilian consumers are interested in anti-aging hair care products. The 2015 Makeup and Nail Care report showed that 22% of women who purchase these products seek for anti-aging benefits.

The Brazilian industry seems to be aware of this demand. According to Mintel, 19.4% of beauty products launched in the second half of 2015 had an anti-aging claim, while in the same period of 2016, that figure has risen to 35%. "And the year is not over yet," says Martins. "The industry has realized the importance of focusing on these products since the population is aging and external factors such as UV rays and pollution are in increasingly more aggressive to the skin."

The potential of sunscreens

Although sunscreen is known to protect the skin against signs of aging, it has not yet become part of the daily routine for most Brazilians. Mintel’s GNPD (Global New Products Database) reveals that the relationship between sun care products and anti-aging benefits is still not a priority for the domestic industry. Brazil’s participation in new product launches in this category was less than 1% of global launches. Comparatively, the UK comes first with 21.4%, followed by France (20.5%) and the U.S. (15.8%).

Juliana Frutoso, business manager at Beraca

Juliana Frutoso, business manager at Beraca

On the other hand, Mintel’s 2015 Sun Care report showed that 25% of respondents said they are interested in sunscreen products with anti-aging benefits. "There is, therefore, an opportunity for brands to invest in innovation and develop new products within this category given the shortage of launches in Brazil,” Martins says. She points out the lack of ingredients available for quick results and the urge for brands to improve their communication with consumers to promote product benefits.

On the industry’s side, Brazilian supplier of natural and organic ingredients, Beraca, has recently released the bacuri butter, an ingredient extracted from an Amazonian fruit, which claims to increase energy production at the cellular level and deliver deep hydration. The company is also the manufacturer of Beracare BBA, which reduces melanin synthesis and has a skin lightening effect. The ingredient can be used in anti-aging products as it claims to stimulate the production of hyaluronic acid, improving skin elasticity and texture.

Natural ingredients

Juliana Frutoso, business manager at Beraca, says the replacement of synthetic ingredients with natural formulations is one of the major trends in the anti-aging market and it encompasses makeup, hair care and skin care products. "Natural ingredients improve skin hydration, firmness, elasticity, vitality and brightness, while minimizing problems such as irritation, itching and allergies. Vegetable oils and butters, for example, help reduce the loss of transepidermal water while providing a long-lasting moisturizing effect,” she says.

In addition to the bacuri butter and Beracare BBA, Beraca has other anti-aging ingredients in its portfolio, including the açaí oil, which reduces the oxidation process and the release of free radicals, and the murumuru butter, which claims to moisture and repair hair damage as well as restoring moisture and elasticity to the skin.

Amanda Veloso

© 2016 - Brazil Beauty News -

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