Brazil: why are consumers thirsty for make-up?

Just one more month to go and MakeUp in SaoPaulo (8 & 9 December 2015) will open its doors at the Rebouças Convention Centre in São Paulo. This will be a great moment for both the make-up industry in Brazil but also more globally in South America. 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. To the benefit of the make-up sector. For this reason, you will not want to miss the round table organized on December 9th from 6:00 pm. to 6:45 pm. on the theme: “Expectations and Opportunities of Make-up Brands”!


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 Mintel, a market research firm, 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.

Test the products!

According to another study conducted by the National Transport Confederation of Brazil, 53% of Brazilians, who have an increasing distrust of institutions, media and businesses, believe that corruption is one of the main problems affecting their country. They 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 this study, 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 (Brazilian women are increasingly earning a better living…., men now also take part to house chores, there are more and more blended families, not to mention same-sex couples), 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.

The conference of December 9, at 06:00 pm. on Brazilian brands: Expectations and Opportunities!

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.

A debate centred on the following issues:
1) What do you expect from suppliers in terms of Innovation (packaging and formulation)?
2) What is your view about the future of Make Up in Brazil?
3) What are the key constraints and opportunities for doing business in cosmetics in Brazil?
4) What is the importance of local ingredients in the formulation for make-up and skincare products in Brazil?