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Color cosmetics and their role in consumer beauty preferences, routines and applications have shifted in recent times, says Mintel. Brazilian consumers have used makeup less frequently and, at the same time, have invested more in skincare products, its findings show.
How is the Brazilian makeup space changing?
“Recent Mintel research not only suggests a movement of Brazilian consumers toward functional makeup, but also illustrates which demographic groups are more oriented to adopt this approach,” said Amanda Caridad, Senior Beauty and Personal Care Analyst, Mintel Reports Brazil.
Face masks have influenced this changing behavior, which Cardidad said “represents a new challenge to Brazilians”.
Looking at beauty consumers in Brazil, Mintel also found that the majority of these consumers in Brazil declare their skin as combination (32%) and oily (27%). With mask-wearing the norm over the past 18 months-two years during Covid-19, ‘maskne’ has also become one of Brazilian consumers’ main facial skin dilemmas amidst the pandemic.
Hybrid products that overlap beauty and skincare are therefore proving popular. “In this scenario, make-up brands have the opportunity to penetrate in the facial skincare category by developing hybrid makeup/facial skincare products that blur the lines between those two categories,” said Caridad.
In addition, a quarter of Brazilians are following a simple facial skincare routine, which means they are using fewer products and steps on a daily basis, said Mintel. The movement towards a minimalistic approach requires multitasking products that consumers can easily incorporate into their routines to solve different concerns simultaneously.
Stand-out beauty with Boticário’s new makeup concept
One Brazilian brand transforming the hybrid beauty and skincare space to meet consumers’ demands for a multi-functional product that blurs the line between the two segments is cosmetics company, Boticário.
The leading cosmetics, makeup and perfume brand in Brazil, Boticário, has launched a new range of makeup products containing retinol, the well-known skincare hero.
Commenting on the use of the renowned ingredient, Caridad said: “[It] represents a breakthrough innovation as it is the first makeup product to be launched worldwide containing this active.”
“What is more, the new line reflects consumers’ new demands for hybrid facial and makeup cosmetics, and how they can engage consumers to keep using makeup as long as it offers additional skincare benefits and helps them save time,” she added, highlighting how this illustrates Mintel’s 2021 Global Beauty and Personal Care Trend ‘Beauty [Re]Valued.
Hybrid demands will lead consumers to re-evaluate what is essential, with consumers adopting an investment-versus-time proposition to select their products and brands.
Hybrid beauty will shape Brazilian makeup
“All in all, Brazilians demonstrate their willingness to keep the use of makeup when the outbreak is over, but on their own terms,” said Caridad. Beauty shoppers will take a more conscious approach to using makeup, and the role skincare products play. Whether this role will be complementary or as a replacement will be interesting to see.
In a scenario where we will keep the use of facial masks until we control the spread of the virus, although consumers are resuming social interactions, Caridad added: “It is expected that hybrid makeup will be the preferred choice among Brazilians that were more engaged with their facial skincare routines during social isolation.”