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Changing consumption habits in Brazil

Just two more weeks to go and MakeUp in SaoPaulo (8 & 9 December 2015) will open its doors at the Rebouças Convention Centre in São Paulo. This second edition of MakeUp in SaoPaulo will be launched in a special atmosphere: a time when Brazilian people, being confronted to serious economic difficulties, are changing their consumption habits.

MakeUp in SaoPaulo will open its doors on 8 & 9 December 2015 at the (...)

MakeUp in SaoPaulo will open its doors on 8 & 9 December 2015 at the Rebouças Convention Centre in São Paulo © MakeUp in SaoPaulo

According to recent forecasts, the beauty market should continue to grow in the next four years but with moderate changes compared to figures in the past years: according to market research firm Mintel, the average annual growth in this sector between 2015 and 2019 should be of 10.2%, reaching R$ 107.30 billion in 2019, compared to the 13% annual growth recorded for the 2010/2014 period.

To note that cosmetics will post the highest growth compared to other sectors, with a 63% leap for the next four year period, according to previsions made in December 2014, but recent tax increases may modify the forecast.

Test the products

Brazilian consumers are increasingly prone to trust not only their relatives but also the various online communities to obtain information and feedback on products. It is also important for them to be able to test the products do decide whether they want to purchase them or not.

According to Mintel "14% of consumers are all the more likely to purchase a product when they were able to test it before. Advertising alone is no longer enough."

Samples seem to have a bright future ahead of them.

Active consumers

Also according to Mintel, consumers no longer want to remain "passive" and they want to engage in a real dialogue with brands. It is therefore important for brands to position themselves more as partners by proposing "transparent" and consistent products in terms of content and price. Brazilian people are in search of authenticity and are increasingly trying to root out waste.

Considering the evolution of the Brazilian society, brands have started communicating in a more creative way (O’Boticario with its commercial featuring halfsisters at Christmas, Natura and its controversial sponsorship of the TV series Babylon (showing homosexual couples).

Finally, and this is not new, the beauty sector, particularly make-up, is of course still very much influenced by the growing mixing of the population and its diversity in terms of skin textures and colours.

Changing consumption habits in Brazil will be the main topic of the conference “Brazilian brands: Expectations and Opportunities!” which will be held during MakeUp in Sao Paulo on December 9, at 06:00 pm.

A round table moderated by Vincent Gallon from Brazil Beauty News, with the participation of: Nazish Munchenbach, Sales & Marketing Director, Granado; Mirele Martinez, Brand Manager, Make B, Grupo Boticario; Murilo Reggiani, Managing Partner, VULT Cosmetica; Maria Paula Fonseca, Global Unit Director make up and skin care, Natura.

The debate will be centred on the following issues:

- What do you expect from suppliers in terms of Innovation (packaging and formulation)?

- What is your view about the future of Make Up in Brazil?

- What are the key constraints and opportunities for doing business in cosmetics in Brazil?

- What is the importance of local ingredients in the formulation for make-up and skincare products in Brazil?

More information:

© 2015 - Brazil Beauty News -

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