The development of products adapted to the Brazilian skin , the expansion of chain drugstores and profile of the new dermatologists - younger and specialized in aesthetic treatments - are boosting the market for skin care products in the country. Sales of these products grew 15% last year and totaled US$ 595 million, according to IMS Health. The skin care products differ from other beauty items for being sold exclusively in pharmacies often with a doctor prescription and for containing a higher concentration of actives.
Brazil is the fourth largest global market for skin care products, after France, Germany and Italy. Multinationals pharmaceutical and beauty, such as L'Oreal, Johnson & Johnson, GlaxoSmithKline (GSK) and Galderma, lead the sales in the country and grow at a rate of 30% per year.
The manufacturers increasingly adapt the formulas of their products, since soaps for the face until anti wrinkle creams, to attend the local needs. Of every ten Brazilian, six have oily skin. According to Delio de Oliveira, general director of the French division of L'Oreal´s dermocosmetic products, called "cosmetic active," Brazil has gained more power in the matrix from two years now. "Today we do not launch a product here if the Brazilian woman does not approve," says the executive.
This division of L'Oreal has in Brazil its third largest market, behind France and Germany. La Roche Posay and Vichy are the main brands and leads the sales growth, which moved "more than 30%" in the country last year, according to Oliveira. The executive predicts that Brazil overcome Germany in 2013 and France in 2016, becoming the biggest L’Oréal market of in dermocosmetics.
According to Marcos Marchi, Stiefel consumer division marketing director, 95% of the brand of dermocosmetic products is made in the country. The entire line of sunscreen - the flagship, accounting for 30% of sales - is developed entirely in Brazil. Stiefel was bought by British pharmaceutical group GlaxoSmithKline (GSK) in 2009 and has a development center in Brazil since the 1990s. Sales of the Brazilian subsidiary - the second largest of Stiefel - increased 12% in 2011. Marchi expects higher growth for 2012.
The entire line of sun protection Roc, of Johnson, is also produced in the country, with formulas tailored to the Brazilian skin. The daily sunscreen Minesol Control Oil, for instance, is sold only here. The focus of the French brand Roc are the anti-aging and sunscreen lines, according to Marcos Savoi, manager of care brands in the beauty of the multinational. The Roc has grown over 30% in 2011 and wants to keep the pace of growth this year, says Savoi.
The expansion of the pharmacies encourages the sector. Considering only the largest networks in the country, more than a drugstore is being opened daily. And the beauty and toiletry products have gained more space in stores. According to Oliveira, about 30% of the revenues of large networks comes from this segment.
Prescriptions are not required to buy products, but 70% of sales are generated by medical recommendation, especially in the case of more expensive items, such as anti-aging creams. In skin care products, according to Oliveira, "substances are much higher, in the limit to become a drug."
An anti-wrinkle cream considered dermocosmetic, for example, costs between 20% and 30% more than a product which does not belong to the category. To win customers, the manufacturers invest in training of consultants in pharmacies, and especially on visits to dermatologists.
Brazil has approximately 7,000 dermatologists and it is only behind the United States in number of professionals. According to Oliveira, the profile of this doctor in Brazil also contributes to the growing market for skin care products. "The Brazilian dermatologist is younger and more daring. He has an aesthetic profile and does many procedures," he says. According to the executive, the doctor of this speciality in Brazil has, on average, 38 years, and in ten, six are women.
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Trends - 09/12/2011