Brazilian Cosmetics, Personal Care Sales Reach Record High

Brazilian cosmetic sales rose by 15.62% in 2012, securing the country’s position as the world’s third-largest beauty market, with a 9.6% share of global sales. “Factors that have contributed to the growth of the Brazilian cosmetic market over the last 17 years include the increase in life expectancy, the ever-growing middle class and the modernization of existing [manufacturing facilities], which leads to productivity gains,” says João Carlos Basilio, president of ABIHPEC (Brazilian Association of Cosmetics). He states that the majority of investments in 2012 (R$13.6 billion) went to innovation, R&D and brand development, and that 2012 investments grew 18% over 2011.

Hair care has maintained its place as one of the strongest segments, and Brazil remains second to the U.S. in this segment, with a 12.5% share of the global market. Sales of hair care products reached R$17.5 billion, up 15.3% in relation to 2011. Shampoos hold the highest market share (31.4%), followed by hair treatments (24.7%) and hair coloring (20.9%). According to Euromonitor International, oral care and men’s grooming are also expected to boom in Brazil in 2013.

Despite the positive scenario, Brazil’s cosmetic exports declined 12.4% January–February 2013 against a 30.8% growth in imports. In 2012, the accumulated deficit was US$195 million. “Brazilian consumers are looking for innovation and value-added products. The domestic industry needs to make an extra effort to compete internationally,” said Basilio.

Fernanda Bonifacio is a Brazilian journalist who focuses on the beauty industry, and has been published in the U.S. and Europe. She represented ABIHPEC and its member companies globally from 2002–2008. She has also been a communications consultant for raw material manufacturer Beraca since 2009.

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