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Markets & trends

Brazilian beauty industry must adapt to keep up with global trends

The use of biotechnology in the development of raw materials, the demand for increased product customization and the rise of the omni-shopper are some of the trends driving the beauty market worldwide. The global beauty and personal care market will undergo major changes this year, according to new research from Mintel, and Brazil should follow the lead – albeit with a few adjustments.

Juliana Martins, Mintel

Juliana Martins, Mintel

Mintel’s global beauty analyst team has identified key trends based on consumer behavior and products currently available in the market. The biggest challenge for Brazil, says Senior Analyst for Beauty and Personal Care, Juliana Martins, would be the cost associated with the development of new technologies and the manoeuvres that cosmetic brands need to make in order for a new product to enter the local market.

One of the trends points to the importance of using natural ingredients and local resources in cosmetics manufacturing. On the one hand, consumers are becoming increasingly receptive to natural and sustainable products. On the other hand, nature’s resources are becoming increasingly scarce. The solution to this impasse lies with biotechnology and the creation of safe products that preserve the environment.

One relevant example would be the hyaluronic acid, one of the most popular ingredients in skin care products and makeup. “It was traditionally derived from an animal source, but its rising demand drove the search for new raw materials. Today, hyaluronic acid is made using lab-made bacterial cells,” says Martins.

She adds that although there are some biotechnology companies operating in Brazil, there is significant potential yet to be explored, as many of them still do not have patents issued at a national level. “Most technological innovations are developed within research institutes and universities. With Brazil’s economic downturn in recent years, government research funding has become scarce.

Brands that used to launch new products based on consumers’ age, gender and body type will need to strive to bring different concepts of beauty into the equation through product customization. In a country with huge ethnic diversity like Brazil, this trend is even more important – and manufacturers must learn to adapt to the new scenario. “Hair care brands have finally turned their attention to consumers with curly and coarse hair. However, there are still very few skin care manufacturers launching products for black and mixed-race skin.

This trend also points to a shift towards conscious consumption and a healthier relationship with one’s body. A Mintel report form 2017 showed that 33% of millennials would like to see more advertising campaigns that reflect our diverse society. “Consumers no longer need to adapt to products available in the market. Rather, brands must adapt their products to meet consumer demand,” says Martins.

Another trend highlights the importance of brand personality and purpose. With environmental and ethical issues on the agenda, corporate initiatives should aim to bring real benefits to society. “Brazilians are concerned about what they consume on two levels: the effect of the products on their own health, and the impact of these purchases on the environment.

Digital technology through biometric data and intelligence information will be crucial to assess consumers’ willingness to purchase, gain insights into their habits, and offer tailor-made products to targeted audiences. According to Martins, the digital age has led consumers to use all available sales channels, including physical stores, e-commerce, smartphones and social media. According to a survey by Criteo, the omni-shopper behaviour is adopted by 79% of Brazilians. Martins reinforces that, regardless of the channel they decide use, consumers expect to have an uncomplicated, straightforward experience.

Amanda Veloso

© 2018 - Brazil Beauty News -

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