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Over 30% of Brazilian women only use soap and water for facial care

A poll by Avon and IBOPE revealed that over half of Brazil’s female population is unhappy with the way their facial skin looks and 36% of them said it is hard to stick to a simple facial routine.

Avon, in partnership with IBOPE Conecta Institute, conducted an exclusive study - “The relationship between Brazilian women and their facial skin”. Over a thousand women aged 25 to 60 years old and from every region of the country were interviewed about their habits and their feelings when it comes to facial care.

Denise Figueiredo, marketing director at Avon

Denise Figueiredo, marketing director at Avon

Even though the first and most lasting impressions of a person are taken from the face, the research revealed that a third of Brazilian women only use water and soap in their daily facial routine. Among the women who responded to the poll, six in every ten are unhappy with the way their facial skin looks. However, 36% of them said they find it hard to establish an adequate facial care routine and 34% admitted they only invest time and money on basic personal care and only when they remember.

The study revealed that gaps in skin care routines are more often caused by issues such as lack of knowledge about what skin type they have and what is required in facial care,” says Denise Figueiredo, marketing director for skincare and fragrances at Avon. According to her, facial care is a new step in women’s beauty routine and even though women are dedicating more time and attention to their facial skin, the majority of them are still discovering things and experimenting.

We believe Avon, the leading brand in the skin care sector, has the responsibility to foment educational talks about the subject – and doing so requires clear and simple messages.” Figueiredo also talks about the necessity to offer simple and practical solutions that can be adapted to the female routine. “There are three fundamental steps in skin care that every woman can have in their daily routine: cleanse, treat and protect,” says the marketing director.

The women interviewed revealed they prioritize cleansing and solar protection, but they tend to ignore treatment procedures, such as moisturizing and anti-aging care. Among the women, 56% said they are concerned or are trying to minimize the signs of aging on their faces. Most of them - 80% - have never heard of or tried using vitamin C on the face.

This is the main active ingredient in the new Anew Essential Vitamin C Radiance Maximising Serum. Avon undertook the research alongside IBOPE Conecta as part of the product launch. The product is multifunctional and can be used on every skin type, at all ages, promising to clean the skin of free radicals, improve texture, even out skin tones and reduce facial expression lines.

By launching Anew Essential Vitamin C, Avon wants to democratize the use of beauty products by bringing accessible technology to everyone,” says the marketing director. She says the uniqueness of the formula comes from 10% pure and stabilized vitamin C, which guarantees an active formula until the last drop. The suggested price is R$ 95 for a 30 ml bottle.

Another interesting piece of information from the study is that 83% of Brazilian women say that taking care of their skin is motivated by a pleasurable feeling. “More than just concern for beauty or aesthetics, there is now an awareness that the appearance of the skin also reflects our health and well-being,” says Figueiredo. “This change in behavior comes from an increased interest in a healthier life style. This is a very positive change as self-care routines can positively impact self-esteem,” she adds.

Renata Martins

Portfolio

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