Our Beauty and Personal Care team here at Euromonitor International recently released a report identifying the top five beauty trends in 14 different countries throughout North and South America. These trends will help companies generate new campaign strategies and develop their brands in emerging markets.

Some of the trends in the book are highlighted below:

Direct selling represents over a quarter of all beauty and personal care sales, which is the highest regional share in the world.
As for specific beauty products, mass cosmetics, products at a lower price point, represent over 90% of sales in every country in Latin America, whereas premium cosmetics account for 35% of sales in Canada and the United States.

Middle income consumers drive beauty and personal care growth throughout Latin America, most notably in Brazil and Perú.
Sound economies are giving rise to a growing middle class in most of the region, whose expanding disposable incomes help fuel Beauty and Personal Care demand. On the other hand, Argentina and Venezuela are battling surging inflation that has eroded consumers’ purchasing power.

Product innovation is growing rapidly in Bolivia and México.
Canada and the U.S. are seeing advanced skin care technology development, and the demand for products containing natural ingredients present growth opportunities in Colombia, Costa Rica and the Dominican Republic.

In general, we found in our research that The Americas continued to be a dynamic hemisphere for Beauty and Personal Care products in 2012, with more potential for growth in 2013. Latin America is very active in expanding awareness with its consumer base by way of direct selling and expansion with modern store-based retailers. In North America, Canada and the U.S. lead product innovation and customer shopping experiences.

Download your copy of the E-book here.

About the author: Sean Kreidler is research manager at Euromonitor International, based in its Chicago office. He oversees research projects focused on fast moving consumer goods and services in Latin America.