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Export: access to the Brazilian market

The Brazilian cosmetics sector was affected by the slowdown in the Brazilian economy in 2015. After more than two decades of double-digit growth, sales of the beauty industry totaled BRL 42.7 billion (i.e. around EUR 10 billion), down 6% compared to 2014.

Brazil remains the 3rd World market cosmetics and hygiene, behind China and the United States.

In addition, local cosmetics manufacturers continue to bet on the launch of new innovative products to circumvent the crisis, thus seeking to bring real benefits and innovations for consumers, motivating them to buy. The sector's growth potential remains positive thanks to the large volume of potential consumers, which represents an excellent prospect for French manufacturers of luxury packaging and innovative ingredients (sectors still underdeveloped in Brazil).

Brazil is the world's largest consumer of deodorants, perfumes and children's products; the second in men's products, oral hygiene, hair, sun and bath products; the third in makeup; fourth in skin products; and fifth in depilatory products.

The development prospects of the sector are still important, in particular because of the low relative penetration rate of certain products, the aging of the population and cultural changes.

The national industry, for its part, is highly developed. The perfumes, cosmetics and personal hygiene sector comprises 1,659 companies. Among these companies, however, 20 companies alone account for 73% of the sector's sales volume and have a turnover of over BRL 100 million. Large local and international groups share the market. Among the most important companies are the multinationals Avon, Coty, Colgate-Palmolive, Johnson & Johnson, Procter & Gamble, Unilever, L'Oréal, as well as the Brazilian companies Natura SA and O Boticário.

In a difficult economic context, and faced with significant local competition, the industry is now seeking to strengthen the launches of innovative and accessible products.

Importers and distributors of raw materials intended for the local cosmetics industry wish to respond to this demand for constant innovation, by looking on international markets for packaging and ingredients corresponding to consumer requirements. The following segments are particularly promising:

  • transforming agents contained in hair products: ingredients allowing to modify the nature of the hair or to repair it as quickly as possible;
  • sensory modifiers that can offer: new textures, a better rate of penetration of the cellular layers (for hydration of the skin), better luminosity of the skin, a pleasant fragrance;
  • unique ingredients capable of bringing together and providing the greatest possible benefit;
  • specialized ingredients for dark skin, with particular characteristics (normal to oily and very sensitive);
  • new molecules for solar products.

It is important to underline that access to the Brazilian cosmetic ingredients market is relatively simplified from a regulatory point of view; the vast majority of cosmetic ingredients are, for example, not obliged to register with the Brazilian National Agency for Sanitary Surveillance (ANVISA). Finished cosmetic products are subject to much more rigid and restrictive legislation.

For raw material manufacturers wishing to explore the market, the In-Cosmetics Brasil trade fair (organized from October 5 to 6, 2016 in São Paulo) is a must-attend event. The show brings together more than 200 exhibitors of raw materials, fragrances, laboratory equipment and testing and regulatory solutions and nearly 3,000 cosmetic manufacturers from across Latin America.

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Business France is organizing, for the third consecutive year, a France pavilion at the event.



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