A free e-book offering from Euromonitor International provides key insights into the beauty market across North and South America. The market research firm studied 15 countries to isolate their top five trends in beauty and personal care, a category that comprises 35 percent of global direct sales.
According to the report, direct selling represents the fastest-growing distribution channel in Ecuador. It also leads all channels in beauty and personal care, positioning those categories to reach a wider range of socioeconomic groups with more specialized products.
In Bolivia, intense competition has driven direct sellers toward more traditional advertising strategies such as TV spots and magazine advertisements. The report states that a healthy growth rate among Bolivia’s direct selling companies reflects the success of this hybrid approach.
Costa Rica and Venezuela have seen a growing demand for premium products. Despite Venezuela’s predominantly low-income population, the country’s premium fragrances category outperformed the total beauty and personal care market in 2013. Costa Ricans opt for premium skincare products, particularly cleansers, toners and moisturizing creams.
BB creams, promoted as all-in-one facial products, are strong sellers in the U.S., Mexico and Brazil. Brazil also shows big potential in the men’s grooming category, as male consumers spend an increasing amount on products tailored to them. Argentina, on the other hand, continues to resist the men’s grooming trend in favor of more traditional, basic offerings.