Introduction

Growth in Brazil’s beauty industry has caused widespread interest from international beauty and personal care companies. This case study analyses Brazil’s growing beauty industry, opportunities for foreign players wanting to enter the market, and the strategies used by local companies to maintain their position within an increasingly competitive market.

Features and benefits

* The publisher's Case Studies describe topics such as innovative products, business models, and significant company acquisitions.
* Fact-based and presented in an accessible style, they explain the rationale of commercial decisions and illustrate wider market and economic trends.

Highlights

Brazil’s domestic beauty products companies such as Natura Cosmeticos and O Boticário have experienced growth in revenues in recent years and this attracts foreign producers who are aiming to enter Brazil’s beauty industry and replicate the success of these Brazilian companies.
Brazil’s growing economy is attractive to players that are suffering in Western European markets due to weak consumer spending during the ongoing economic downturn from 2008-2012. Companies such as Sephora owned by LVMH and L’Oreal have been increasing their presence in Brazil via a number of strategies targeted at the needs of Brazilian consumers.
Competition from foreign companies has caused local players to fight back and maintain their position as leading players within the beauty industry. This has been achieved through a number of strategies including local companies launching more brands, the acquisition of brands and micro-segmentation.

Your key questions answered

* What is driving growth in Brazil's beauty industry?
* Why do foreign beauty product companies want to enter Brazil's beauty industry?
* What strategies are used by local companies to maintain their position within an increasingly competitive market?