Like in so many other countries, skin care is the largest segment within the Brazilian cosmetics, toiletries and fragrance industry, according to ABIHPEC (the Brazilian Association of the Cosmetic, Toiletry and Fragrance Industry). Body care sales have increased more than 50% from 2008 to 2013 to nearly $4.4 billion, according to Euromonitor. Other leading Latin American markets include Mexico, $595 million; Venezuela, $307 million and Argentina, $262 million.

Brazil’s above average growth in body care was due to the tropical climate and consumers’ penchant for moisturizing products of all types and forms including lotions, creams, spray creams, and dry oil sprays and oils, in both premium and mass markets. In particular, they have a real affection for in-shower body oils and lotions, as sales of these products jumped more than 70% during the five-year period, according to Euromonitor International.

But when it comes to what they’re buying, it’s easy to see that there are “light” and “heavy” consumers. Light consumers care more about keeping smooth and soft skin without regard to whether or not there are added value ingredients in the product formulation. They are more concerned with aesthetic attributes such as how the product feels on skin and how it smells in the bottle and upon application.

Heavy Users
In contrast, heavy consumers are extremely concerned about treating and hydrating skin in order to preserve the eternal youthful appearance. These consumers are economically active, financially independent women who are extremely aware of the products they need to care for their bodies. They do not mind paying more for products that effectively deliver the promises listed on the label or aired in commercials. Their interest is clearly evident when one considers the firming/anti-cellulite body-care subcategory.

Here, premium product sales surged more than 107% from 2008 to 2013, while sales of mass-market products fell 58.5%. One of the newest products in the premium anti-cellulite sector is Vichy’s CelluDestock Serum Flash, which contains 6% caffeine and promises visible results in just two weeks. The product promises to improve the appearance of cellulite while boosting firmness, consistency and texture of the skin.

Brazilians’ interest in all things cellulite is expected to continue, as Euromonitor predicts the market for body creams making anti-cellulite, firming, stretch marks reducing claims will grow nearly 12% a year. To win over even more consumers, formulators should incorporate innovative actives that promote good results in a short time and deliver many benefits. For example, BASF’s Slim-XS is billed as a potent active obtained from hydrolyzed red algae, which is said to stimulate lipolysis (fat breakdown), inhibit lipogenesis (fat synthesis) and differentiate adipocytes, which is an important step for fat synthesis. Another BASF active is Proteasyl. This pea extract is said to stimulate collagen synthesis (Types I, III and V), Elastin, GAGs, Perlecan and Sydecan, improving elasticity, firmness, cohesion and skin hydration. Proteasyl is billed as a multifunctional active for broad and complete care of the body.

Natural Selection
Natural ingredients remain well appreciated by consumers, as well as extracts and fruity flavors, creams, lotions and oils. Natura dominates the Brazilian natural body care market, with a value share of 28.8% in 2013, according to Euromonitor. Its success can be attributed to its Tododia (“all day”) line of products.

Natura insists that Tododia is an invitation to live with more pleasure and well-being. It was reformulated this year to better hydrate skin with a highly-fragranced formula that imparts unique texture to skin.

The range has seven different fragrances which promotes hydration for 24 or 36 hours: Cotton (dry skin), Jasmine (dry skin), Macadamia (extra dry skin), Hazelnut and Pomegranate (extra dry skin), Orchid (extra dry skin), Red Fruits (dry skin), and Blackberry and Almond (dry-skin illuminator). There are three moisturizing bath rinses—Cotton, Red Fruits and Blackberry and Almond.

What Lies Ahead?
Innovations in body care products are expected to continue. Although moisturizing is the basic premise for body care, the concept of “premiumization” is gaining strength in beauty and personal care in Brazil. This trend of offering products with higher added-value, with multiple benefits and superior performance, has attracted more and more consumers. This strategy also guarantees an increase in value to compensate for a slight deceleration in volume.

Astute marketers know, too, that they can segment body care by offering products specifically for hands, feet, décolletage and legs. Such segmentation will not only boost sales, it may boost efficacy as well, since marketers can incorporate ingredients designed for specific parts of the body. Clearly, the body care category certainly has legs for the long run!

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Daniela Ferreira
Correspondent
[email protected]
Mobile: 55-11-993880867

Daniela Ferreira is a marketing and communication professional in both consumer and B2B cosmetic markets. With a degree in social communication and postgraduate work in business administration, her expertise includes managing and launching products, communication planning, market studies and analysis, and identifying new business opportunities. She also has beauty blog (www.circulodabeleza.com.br), and is a makeup artist and image consultant.