São Paulo – Multipurpose products such as hydrating hand creams that double as sanitizers, relaxing fragrances, and natural ingredients are some of the trends in personal care, perfumes and cosmetics once the pandemic is gone. An online business meeting saw professionals from different parts of the industry discuss numbers and what is to come.
A strategic marketing specialist with cosmetics industry consulting firm Pharmilab in Europe, Daniella Ferreira (pictured at the top of this page) said new demands are cropping up. People are more aware of hygiene and immunity, and they are seeking multipurpose products as a consequence. They are wearing less makeup and emphasizing their eyes and hair because of the face masks. There’s mounting concern over pollution and sustainability, and the blue light of screens, since usage of electronics has increased. And then they are more anxious due to staying and working from home, so they are looking for on-off rituals, and that could involve products containing relaxing fragrances such as lavender and chamomile.
“Wellbeing has become paramount, and we can use aromatherapy to create rituals at home, with fragrances designed to help people focus on their work, and then to help them relax later in the day,” said Ferreira.
Market trends also include natural, vegan and organic ingredients like eucalyptus and propolis oils, immunity boosters like ginseng, and antibacterial substances like tea tree oil. There is also a mounting demand for so-called ‘alternative’ medicine, like Chinese and Ayurveda, which rely on cinnamon, ginger, basil, etc.
The specialist also said sustainability has become bigger. People want information about companies’ processes and histories, and they are more concerned about packaging. Ferreira noted that brands must tell their story and assert their cultural identities.
The webinar “Shopping trends in prospective target markets: Portugal, France, Egypt, Angola, Morocco and UAE” was hosted by the Federation of Industries of the State of Estado da Bahia (Fieb) in partnership with the Brazilian Network of International Business Centers (Rede CIN).
The market potential of Arab countries was discussed by the Arab Brazilian Chamber of Commerce (ABCC)’s Commercial manager Daniella Leite and International Business consultant Karen Mizuta. According to Mizuta, the Middle East’s beauty and personal care market is poised to see average 6.4% annual growth between 2017 and 2025, in which year it may be as big as USD 32.2 billion. The halal market is seen moving USD 52.05 billion around the work in 2025.
The ABCC executives discussed the halal market and the importance of being halal-certified in order to sell in Arab countries. They also said those countries are big on organic cosmetics, and that Brazil is a strong brand name in that part of the world when it comes to this industry. They went over the services available from the ABCC.
Speakers also included Commercial Intelligence and International Relations specialist Marina Carrara and the business development consultant Marcelo Vitali, both of whom work for the international business and project development outfit Orbiz. They discussed opportunities and strategies for getting products into target markets.
According to Carrara, demand from male buyers is picking up in Egypt and Morocco as men shop for personal and skin care products, with growing awareness of exposure to sunlight, and for natural, organic items. In Morocco, argan oil – a staple of hair product manufacturing – is widely available.
The event was moderated by consultant Maurício Manfren, a member of the Brazilian Council for Import and Export Companies (CECIEx).
Translated by Gabriel Pomerancblum
