Communicating product benefits most important for Brazil skin care

There is no doubt there is a big demand for beauty and skin care in the country and with so many products to pick, cosmetics makers have to be on-point, according to market researcher Canadean.

“Manufacturers have to remember that consumers cannot evaluate the effectiveness of a skin care product straight away,”​ says Veronika Zhupanova, analyst at Canadean.

“They will therefore check out the attributes that are available to them, such as stylish packaging, pleasant tactile and visual sensations, scent, absorption speed and feel on the skin. This is an initial hurdle where skin care producers will need to make an effort to attract consumers in Brazil.”​

Body care demands​

According to Canadean’s latest report, the desire to enhance appearance influences over a quarter of skin care consumption in Brazil.

In body care, which takes a 70.6% share of the Brazilian skin care market, this desire is the strongest, influencing 28.8% of its consumption.

The importance of beauty in body care shows that Brazilians consider healthy and youthful body skin as vital for attractiveness.

“Demand for body creams and lotions with skin-enhancing claims, such as vitalizing, firming, counteracting cellulites and stretch marks, is growing,”​ continues Zhupanova.

“The same goes for body care with more emotive claims such as promises of smooth, shiny and silky skin."​

Create a story​

When it comes to actually distributing products in Brazil, direct sales is a popular channel for skin care products, so as consumers do not always have access to the product before they make a purchase, it is crucial that manufacturers provide a full description of the item in the sales catalogue.

In addition to that, Canadean suggest that producers need to create a story around their skin care, explaining what served as an inspiration for their product and why.

“This will create an emotional connection with consumers while explaining how the product works. For example, the acai berry, used by Brazil’s indigenous Amazonian population, is rich in antioxidants and associated with a number of benefits, including anti-aging,”​ Zhupanova.