A new survey by Mintel, global provider provider of Market Research, shows that the supermarket is the retail channel where Brazilians buy more cosmetics – seven out of ten consumers, (72%) say they have purchased beauty and personal care products at a supermarket in the last 12 months (leading to September 2018). Reasonable prices is cited as the top motivation for buying beauty and personal care products at supermarkets (62%). However, only one in five Brazilians (21%) say supermarkets offer high quality products. Drugstores/pharmacies rank as the second most preferred channel with nearly six in ten consumers (58%) shopping for beauty and personal care products here, followed by door-to-door sales/catalogues (37%).
Juliana Martins, Senior Specialist in Beauty and Personal Care, at Mintel, says:
“As the main selling channel for beauty and personal care products in Brazil, there are opportunities for supermarkets to expand their share further by investing in more premium products. Supermarkets could also consider creating dedicated beauty spaces with niche beauty products, like vegan and organic lines, to further position themselves as sellers of more high-end, innovative products.”
Mintel research shows that deodorants (83%) are the most purchased beauty and personal care products by Brazilian consumers and most buy this items in supermarkets (76%). However, only 25% of consumers have bought deodorants via the internet.
“Regarding online shopping, some Brazilians face barriers in order to buy in this channel, such as expensive freight and difficulty in exchanging/returning products if necessary. For these reasons, the click and collect system could be an incentive to purchase over the internet. Through this system, consumers can buy the products they want on the internet and collect them at the store which is more convenient for them and whenever they want,” suggests Juliana Martins.
Mintel research reveals the importance of retail specialists’ presence in-store. For some Brazilians, the possibility of consulting someone with product knowledge is important. In fact, 29% of those who buy beauty and personal care products at specialty stores that sell owned-brand products, and 23% who buy these products in speciality stores that sell multiple brands, say they buy at these locations because they have the opportunity to talk to a product expert.
54% of Brazilian men prefer door-to-door shopping
When it comes to men’s preference for beauty and personal care retail purchases, Mintel research shows that half (54%) of men buy from door-to-door retailers because they appreciate having direct contact with the seller. In addition, testing products before purchasing them seems to be important for some men, as two in five (40%) Brazilian men say being handed samples of beauty and personal care products is one of the reasons they decided to make a purchase from a door-to-door retailer, compared to just one in four (25%) women.
Mintel research has also found out that beauty brands must communicate with their customers through social media. For example, 41% of consumers read/watch online product reviews on the internet before buying, and the same percentage agree that they often watch videos or tutorials about beauty products on social networks (41%). Furthermore, nearly three-fourths (73%) of Brazilians like when brands ask for their opinion on social networks.
“Beauty retailing should be aware of the ‘instagrammable’ spaces, those ones that are suitable to get posted on social media channels. So creating ‘instagrammable’ products and spaces to entice consumers to go inside the store, take pictures, and share their experiences on social networks, drawing the attention of others to the point of sale, is key nowadays. In London, a store, of one the most famous make-up artists in the world, offers a space where the consumer sits, tests various make-up products in virtual reality and, with mirror and lighting, takes a photo of the chosen look and share it on social networks,“ concludes Juliana Martins.