Everyone knows beauty sales are strong in Brazil, but what factors cause consumers there to purchase one product over another? High on the list is telling a convincing story on the packaging so potential buyers can evaluate the product before actually trying it.
 
Not surprisingly, with all those bikini-clad beach-goers, a report from market researcher Canadean has found that the demand for body care products is especially strong, accounting for more than a 70% share of the Brazilian skincare market. 
 
Veronika Zhupanova, analyst at Canadean, says: “Demand for body creams and lotions with skin-enhancing claims, such as vitalizing, firming, counteracting cellulites and stretch marks, is growing. The same goes for body care with more emotive claims such as promises of smooth, shiny and silky skin.”
 
Canadean’s research shows that Brazilians evaluate the effectiveness of a product with their senses. Zhupanova says: “Manufacturers have to remember that consumers can not evaluate the effectiveness of a skincare product straight away. 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 skincare producers will need to make an effort to attract consumers in Brazil.”
 
Direct sales is a popular sales channel for skincare products in Brazil. 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, producers need to create a story around their skincare, explaining what served as an inspiration for their product and why. According to Zhupanova, “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.”