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Markets & trends

"Simplifying the makeup routine is the concept in fashion," says Juliana Barros from Avon

Long-lasting lipsticks and makeup that does not require retouching during the day are allies for women seeking practicality and who live in warmer regions.

Brazil is the fifth largest makeup consumer in the worlds, with US$ 2.6 billion in sales according to a 2017 Euromonitor report. Brazilian women enjoy putting makeup on, but they are increasingly looking for more practical alternatives that fit into their daily beauty routine.

"Simplifying the makeup routine is the concept in fashion," says Juliana Barros, marketing executive director at Avon. "There is a growing search for products that deliver practicality and, when it comes to lipsticks, options that do not need to be reapplied throughout the day." Avon, which is a market leader in the makeup sector in Brazil, launched the liquid lipstick Power Stay a few months ago. The product promises to stay on the lips for 16 hours with one single application, keeping the color intact with no smudges.

Juliana Barros, marketing executive director at Avon

Juliana Barros, marketing executive director at Avon

Avon chose footballer Marta Silva to promote the product. Named the best player in the world six times, the athlete used the new lipstick while playing in the FIFA Women’s World Cup. "The goal is to show that just like Marta came to stay, the lipstick Power Stay stays with women in every occasion, from start to finish of their day," says Barros.

One of the winners of the Avon Makeup Awards, Savana Sá says the technology of long-lasting lipsticks is a great ally when putting on makeup. "They allow women to go to an event, talk, drink and eat without worrying about the product on their lips."

Other Brazilian companies have also invested in the sector. Natura, which recently reformulated its makeup lune Una, launched Batom Matte Intransferível, a long-lasting matte lipstick that promises to stay on the lips for at least 12 hours with no smudges or spots. Eudora, on the other hand, has launched the line Glam Matte Tint. The liquid lipsticks are ultra-pigmented and have a matte finish. According to the brand - which belongs to Grupo Boticário - the line is the "only one on the market that stays put for 18 hours."

According to Merck’s cosmetics sales manager - Thalita Jesus - long-lasting lipsticks are developed with ingredients that form a sort of film on the lips that is water resistant, as well as containing pigments that stick to the lips better. Merck has the line Ronastar® Allure in its portfolio, with pigments that have a velvety feel and long durability.

Jesus also mentions another issue. "It is important to consider the hot weather in Brazil, which tends to ’melt’ the makeup. That is why I believe that waterproof products have a lot of potential in our market."

According to research by Sebrae (Brazilian Service of Assistance to Micro and Small Companies), among the most popular waterproof products in Brazil are lipsticks (53%), mascara (44%) and concealers, foundations and facial powder (34%).

"Waterproof products tend to last longer on the face and this is what attracts a large amount of consumers, who like this characteristic," says Juliana Barros. She explains that Avon’s makeup department has just changed its portfolio and among the latest products is the waterproof foundation Color Trend Matte Real. To promote the new product, the brand invited digital influencers to ride a bike while wearing makeup, showing that even with a sweaty face, the makeup stayed put.

"Aiming for the perfect look for the skin, many women wear makeup to go to the beach or the gym. For that reason, makeup has to last on the skin and waterproof products most definitely stand out," says Jesus.

Renata Martins


© 2019 - Brazil Beauty News -

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