O mercado de Skin Care na América Latina

segunda-feira, julho 29, 2013

No post anterior falei que eu tenho uma coluna na revista americana Happi, que é especializada no mercado cosmético. Recentemente fiz uma matéria sobre o mercado de Skin Care na América Latina: "Skin Care Sales Flourish Throughout Latin America" :


Whether it’s to reduce the appearance of wrinkles, whiten skin or protect against UV radiation, skin care is an important concern of people around the world. Regardless if it’s a department store counter in Canada, a supermarket in Uruguay or a website in Vietnam, skin care is a very competitive market where a brand’s success often depends on the frequency of product launches, an ability to keep up with trends, adoption of new technology and formula improvements, and educating consumers through intense advertising campaigns, for which market participants need substantial investments.

In Latin America, skin care is still dominated by multinational companies, such as Avon Products and Beiersdorf, but some domestic companies are growing in prominence. One of them is the Peruvian company Belcorp, which had sales of $1.7 billion in 2012 and expects 2013 sales to reach $2 billion, in 15 countries in Latin America and in the US. 

Brazil is the No. 1 cosmetics market in Latin America, and Belcorp began operations there at the end of 2011. Belcorp executives rightly consider it one of the most important company projects, as its goal is to be one of the three largest players in the Brazilian market within the next five years. The growth of the middle class facilitated the start of operations in the country. At present, 20% of the company’s products are manufactured through partnerships with local companies, but by 2015, Belcorp will invest $200 million in Brazil, and may build a factory in the country. 

Belcorp, through its skin care brand L’Bel, has launched the Lederm line, which promises to treat the facial skin as a whole, acting simultaneously in all layers and not separately. The treatment line was created by a team of French dermatologists, led by Philippe Humbert, with help from Dermaconcept and Labosphere Laboratories. Lederm’s formula was developed according to cellular homeostasis principles, also known as skin’s functional balance. According to this concept, the aging signals begin when the skin’s natural balance is lost due to cellular oxidation and other stressors, which begin to accumulate in skin by age 30.  Therefore the formula has different active ingredients to act according to age (35+, 45+, 55+), for all skin types. Its promise is to nourish and to restore the skin, regaining the balance, in just seven days. The line includes day cream with SPF, night cream and eye contour treatment. 

Mexico’s Genomma Lab Internacional SAB is growing quickly throughout Latin America. Its brand, Asepxia, which includes anti-acne and cleansing products, has helped change the way young people handle acne problems. Genomma’s campaign urges prevention of acne rather than treatment to combat facial blemishes. This strategy convinces consumers to use more products even when they do not have an immediate need for them. 

Genomma’s products also respond to specific needs, such as leg pain, extreme dryness and prevention of stretch marks. Its other skin care brands include Cicatricure, a line of anti-aging, firming and cell-regeneration body creams; Goicochea anti-cellulite products; Tío Nacho body cream; Teatrical facial and body cream; and SilkaMedic foot care products. 

Natura dominates its home market of Brazil,...


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