MakeUp in SaoPaulo will be on the rise!

The second edition of MakeUp in SaoPaulo is set to be the exception that proves the rule. In a country undergoing serious economic difficulties, MakeUp in SaoPaulo will be on the rise. Because not only have all participants to the first edition agreed to take part again to the forthcoming edition on December 8 and 9, but several new exhibitors have also decided to register, among which, the Ipel/Qualipac, Schwan Cosmetics, Cosmogen, Adhespack, Cosfibel companies… And there is more! More registrations have been received this month and are being finalized. The increase in the number of exhibitors between 2014 and 2015 will exceed 30%!


You still have in mind the message that was passed on at the conference dedicated to Brazil June last at MakeUp in Paris by Mrs Nazish Munchenbach of Granado, Mrs Vanessa Machado of Quem Disse Berenice (O Boticario Group) and Mrs Maria Paula Fonseca of Natura: Their message to cosmetic suppliers was clear: Come over, we need you!

Because Brazil is, and will remain for years to come, a country with a high potential for the cosmetics industry. Rather than engage in a hasty global strategy, Brazilian brands prefer to be part of this local growth and consolidate their position challenged by a stimulating international presence. A challenge, which they know is determined by innovation and the integration of technologies coming from all industry partners.

Third largest cosmetics market

Brazil has managed to become in a few years one of the world leaders in many Beauty segments. This country has the most comprehensive representation of different nationalities, of almost universal multi-ethnic characteristics, and this makes it for companies an environment propitious for innovation and research.

And the general economic downturn that is occurring after 30 years of continuous growth should be an opportunity to reflect on the longer term, taking into account positive indicators and the emergence of new trends.

Third largest cosmetics market after the United States and China, Brazil represents 9.4% of the world consumption of cosmetics and ranks first on the segments of Deodorants, Perfumes and Sun care products. Despite the apparent weakening of the Brazilian economy, the beauty and personal care markets seem to be playing their card better than most of other segments of the economy. Cosmetics are the country’s most dynamic industry sector with a growth 3 times higher than the country’s GDP.

In the hygiene, perfumes, cosmetics sector (HPC), the make-up category continues to rank third in the world’s consumption, representing 7.7% of Brazil’s cosmetics market with a homogeneous distribution of subcategories (nails 28%, lips 24%, face 24% and eyes 24%).

According to Euromonitor, the segment of lip products has jumped from $300 to $830 million between 2000 and 2014, 73% of Brazilian women use a lipstick or a lip gloss. The nail care category recorded the strongest growth, from 117 to $ 974 million over the same period. 71% of women in Brazil have used a nail polish in the last six months. 571 million units were produced in 2014. The face segment (foundation, primer, blush) represented $ 817 million in 2014 with 150 launches per year. 34% of Brazilian women are looking for products that hydrate their skin and 38% for products that are easy to apply. Mascara leads the eye segment with 38%, which weighs $ 832 million, followed by pencils/eyeliners 29% and eye shadows 22%.
32% of Brazilian women regularly put make-up on (source Mintel).

Strong growth potential in make-up

If direct selling remains the most widespread model in Brazil, the development of infrastructures, the growing number of sales channels and the challenge offered by a growing pack of international competitors open new perspectives today and determine issues.

The opening to the variety of make-up products is recent for the Brazilian woman who still has simple consumption needs. The percentage of sales is lower than in other countries and for the time being often limited to lipstick, nail polish and mascara. This suggests an interesting potential for growth, provided however the consumer is offered a larger universe to discover.

The attractiveness of Brazil has opened the cosmetics and make-up market to a varied and growing international competition. With 8% of imported products, the local hegemony does not seem however to be threatened for the moment, although the market share of subsidiaries of international companies producing in the country, should also be taken into account. The arrival of new competitors, however, has prompted Brazilian companies to react.

All participants welcome the opportunity, with the arrival of international brands, to be able to take inspiration and improve. A competition that pushes local companies to step out of their comfort zone to give the consumer the choice of quality and creativity can only be a source of growth, they emphasize. The variety of the offer and novelty helping to educate the market, particularly that of make-up, generate a positive effect.

While the influence of established international service providers can already be felt, each brand operating on the market calls for more options.