One of makeup products that most awaken the interest of the Brazilian women in makeup category is just the makeup remover. According to the report of Mintel – Makeup and Nail Polish -, the makeup removers oils have good opportunities in the market, as 19% of Brazilian women said they were interested on them.
Able to clean makeup and impurities without removing the natural skin oiliness, the cleaning oil, was developed in Asia, to facilitate beauty routine, replacing at once the makeup remover, soap, tonic and moisturizer, thus incorporating the concept “all in one “.
To meet the new concept, some brands – especially in Asia, but also among multinational brands – are launching products in the market since last year.
The Korean brand Erborian launched in the UK in August 2015 Korean Skin Therapy Solid Cleansing Oil, an oil in solid format. The product combines the cleansing oil performance with the softness of the creamy texture. Another example is the Japanese brand Vuvu Platinum, with its Premium Brilliant Cleansing Oil, a liquid oil presented in a flask with dispenser pump. And Dove (Unilever) also launched in Japan in December 2015, its Dove Cleansing Foam Oil, a makeup remover oil with foam texture.
The make-up removers generally become very important product in the portfolio of brands. Nivea launched in March 2016 Nivea Sous La Douche Démaquillant, its first make-up remover for bath. Mintel suggests that developing removers oils to the bath can also be a good way to attract consumers. According to their report – Soaps and products for bath – Brazil – , 41% of Brazilians said they used oils for the body (for use in the shower or immediately after bathing).
Another trend is the “alimetics” which are arriving with strenght to the categories of makeup and enamel.
Brazilian women aged 25 to 34 years are more likely to take an interest in makeup inspired in flavors / smells of food and beverage. They represent 15%, compared with 8% of women over 35 years. This is a trend identified by Mintel as Fauxthenticity, ie, consumers feel more comfortable with products and services that have tastes, smells or sounds of real objects, even if they know that the product does not contain exactly the properties associated with the advertised active. For instance: when buying a makeup that says contain green tea, the consumer may think that the product will have the same antioxidant effect that the drinks have, but it is often only the aroma of the product that resembles green tea.
There are many products, particularly in Asia, combining cosmetics and food. An example is the eyeshadow Etude House, Give Me Chocolate Shadow launched in South Korea in July 2015 in limited edition. It is presented in chocolate shape, and is said to smell like cocoa.
Another interesting example is the launch in February of this year’s Honey Son Mong Dang Gel, a enamel in gel enriched with honey extract, as well as vitamins, keratin and minerals from the Vietnamese company Skin Food, where honey smell is the main attraction to sale the product.
And in the UK company Too Faced has launched in March 2016 the lipstick Melted Chocolate Metallic Liquified Lipstick, made with cocoa powder, which only delivers the taste and smell of chocolate.
The Brazilian example
The Brazilian company Beauty’in offers since 2011 products as the “beauty drinks” based on vitamins. Each drink has a function as, for example, energize, balance or purify the body of their consumers. The brand also launched in March 2015, a color palette of collagen-based enamels – Beautylab Collagen Party Nail Enamel.
And Israeli company Yes to Inc developed entire lines based on a single food ingredient. After its initial success with Yes to Carrot (carrot), the company developed other blueberry-based lines, cucumber, grapefruit and tomato coconut actives, that has excelled both in the food sector and in cosmetics.