The Brazilian market witnesses a rollercoaster ride in recent years, with an economic downturn in the period 2015 and 2017 hampering economic group, but as Leite explains in this video interview, the industry has continued to prove resilient.
In this video interview, Leite underlines how beauty and personal care trends have very much gone to the next level in recent years by encapsulating the sensorial attributes of products in their development to create resonate with consumers.
Personalization and experience
Leite also explains that, hand-in-hand with the sensorial trend, beauty companies in Brazil are also increasingly tapping into the personalization trend, because consumers whant products suited to their exact needs.
In multi-ethnic Brazil this is particularly poignant because of the vast array of skin and hair types, which makes it even more important for consumers to find products that are suited to their specific hair or skin types.
Leite points out that, in line with this, it is younger consumers, those in the millennial and Z-generation age groups, that are particularly looking for these tailor-made products. One product fits all does not work for this type of consumer any longer.
Sustainability is paramount
Just like in other parts of the world, sustainability is huge in Brazil. The Amazon region has always been revered by the people of Brazil, but with constant threats to the preservation of this incredibly biodiverse region, Brazilian people are more and more aware of the importance of preserving the environment.
Leite stresses that, although consumers in Brazil are looking for green beauty products, but in line with this, she also points out that consumers need to go deeper in their requirements, demanding full transparency in the supply chain, while also stressing the importance of green packaging.