The beauty sector showed good expectations for business during the 17th edition of Hair Brasil – International Beauty, Hair and Aesthetics Fair, which ended yesterday in São Paulo.

In January and February of this year, the sector obtained a trade surplus of US $ 9.6 million and expects to surpass the growth of 2.75% registered last year, according to the Brazilian Association of the Personal Care, Perfumery and Cosmetics Industry – Abihpec. For the resumption of the segment, which until 2015 registered growth above GDP and other industry sectors, the companies participating in Hair Brasil bet on the potential of its launches and the business opportunities that the fair provides.

Despite the challenges of the Brazilian economy, instead of consumers buying a more expensive item, they take refuge in more affordable products, such as lipsticks, enamels and other beauty products, says Jeferson Santos, general director  of Hair Brasil. “This is a phenomenon that especially affects women, allowing them to enjoy the sense of well-being and to manage more easily a possible loss of self-esteem. The financial uncertainty does not prevent women from investing in small pleasures such as weekly nail care, hair or buy a new cosmetic, “he evaluates.

This year the fair received more than 95 thousand visitors from all over Brazil and 25 other countries. There were more than 900 national and international exhibition brands. “We are very happy with the success of this edition, which has met our expectations in terms of visitation and generation and business prospecting, ” said Jeferson Santos.

Strong industry performance in several sales channels

Currently, Brazil is the fourth largest consumer of beauty and personal care products in the world, behind only the United States, Japan and China. Leading the direct selling channel, the cosmetic sector represents 54.7% among other sectors, according to the Brazilian Association of Direct Selling Companies – ABEVD, which last year handled R $ 45.2 billion. And according to the Brazilian Franchising Association – ABF, the segment ranked third among the largest franchisors in 2017, remaining behind only the food and educational services sector. The jump, from 12% to 16% over the previous year, reveals how much women do not give up aesthetics and men are increasingly adhering to beauty treatments. According to Brazilian Service to Support Micro and Small Enterprises – Sebrae,  about 70% of Brazilians say that spending on beauty is a necessity.


Beauty items are the most bought on the internet

Brazilian e-commerce is expected to reach R $ 77.5 billion in 2018, an increase of 20.9% over last year, which closed at R $ 64.1 billion. According to the company E-Consulting, the figures exceed the expectations of the consultancy, which for 14 years elaborates the data calculation.

According to the consultancy, the beauty and health items are expected to be the most purchased in the period, with chances of reaching a volume of orders that would represent approximately 22% of the expected amount of transactions in e-commerce. Fashion and accessories comes in second place with a volume of 18%.
Almost a quarter of the Brazilian population assumes the habit of spending more than it can with products and aesthetic care. In first place in the ranking of consumer intentions are cosmetics (50.7%). Hair, nail, beard and hairs care up to 42.3% *

* Data according to surveys done by the Credit Protection Service in conjunction with CNDL (National Confederation of Shopkeepers).