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Brazil's future is rosy for cosmetics & toiletries marketers

Sep '05
As one of the largest and fastest-growing countries in the world, the complexion of Brazil's future is rosy for cosmetics and toiletries marketers.

According to a new market study soon to be published by, manufacturers' sales of cosmetics and toiletries, Kline & Company in Brazil have grown at an average annual rate of 15 per cent over the last three years. Overall sales for the 20 product categories examined in Kline's report, GLOBAL COSMETICS & TOILETRIES 2004: BRAZIL, exceeded $5.3 billion in 2004.

'Every product category that they've covered has seen increases in both unit volume and value sales over the past year, and for most categories, these increases have been impressive,' says Lenka Contreras, Vice President and head of the Consumer Products practice for Kline's research division. 'Across the board, Brazil's cosmetics and toiletries market shows solid growth that is expected to continue.'

Brazil's strong economic performance in 2004 has bolstered rising demand for beauty and personal care products. GDP grew by 5.2 per cent between 2003 and 2004, the highest increase for Brazil in a decade. With improvements in real income and employment rates, a higher level of disposable income will continue to drive demand for makeup, skin care products, oral care products, and other items.

According to Contreras, although Brazil is the leading economic power in South America, usage rates in many product categories remain relatively low among its population of 186 million. She points to facial and skin care products as offering the best opportunities for marketers to expand penetration rates. Both of these categories posted impressive double-digit gains in 2004.

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