At this year’s in-cosmetics in Hamburg, the Innovation Zone, will have a country focus on Brazil – one of the most vibrant countries in the world, with one of the largest Beauty and Personal Care markets.

Mintel’s team of industry experts will be on hand in the Innovation Zone showcasing innovative product examples from Brazil. In addition, I will reveal the latest consumer insights, product and ingredient trends in the Marketing Trends conference theatre (Wednesday 2nd April, 10:45-11:30).

Today, Brazil’s impact spreads across the majority of beauty and personal care categories including:


  • Brazil’s bodycare market is set to see double digit annual growth, of estimated 13% this year in its local currency.
  • With an estimated market value of US$ 1.1 bilion in 2013, Brazil is the world’s second largest in terms of value behind the US, estimated at US$ 2.5 billion in 2013.



  • Haircare remains a strong and established performer in Brazil. In 2013, Brazil was home to more haircare products than any other country, accounting for 9% of global launches.
  • Treatment products have a high level of usage, indicating that Brazilian consumers have developed haircare routines. For example, 75% of Brazilian consumers say they use wash-out conditioner, compared to just 31% of French and 59% of UK consumers. With leave-in conditioner, the difference is even higher – 39% of Brazilians say they use it, compared to 11% of French and 10% of UK consumers.


Colour Cosmetics:

  • The Brazilian colour cosmetics category is estimated to be worth US $2 billion in 2014. This is projected to see significant growth, overtaking the South Korean and UK colour cosmetics markets to become the world’s fourth largest by 2017.
  • Lips products account for the greatest value share of the Brazilian colour cosmetic market. Furthermore, 81% of Brazilian women claim to use lipstick, compared to around 61% in the UK


In the Innovation Zone, some of the products showcased will include the Vitabelle Fioliss Sealing Capillary Reconstructor Conditioner, which contains actives including creatine, D-panthenol and wheat protein and has been developed to restructure and reconstruct capillaries. Another highlight is The L’Occitane au Brésil Vitória Régia Flor do Dia (Victoria Regia Flower of the Day) body range that has been developed exclusively for the Brazilian market using ingredients containing vitória-régia extract from the Amazonia region. On the colour cosmetic front, the show visitor will be able to see the Impala Colecao Isis Valverde Nail Polish inspired by strong and independent Brazilian women.

Visit us at stand 3H82 for a free consultation by Mintel’s team of beauty and personal care experts.

Chris Lindsley is Global Skincare Analyst at Mintel. Before Mintel, Chris spent seven years working in R&D for Procter & Gamble, where he gained extensive experience in project management and identifying consumer trends within the skincare industry