News from Latin America
SKIN CARE SALES FLOURISH
THROUGHOUT LATIN AMERICA
WHETHER IT’S to reduce the appear- ance of wrinkles, whiten skin or protect against UV radiation,
skin care is an important concern of people
around the world. Regardless if it’s a department store counter in Canada, a supermarket in Uruguay or a website in Vietnam, skin
care is a very competitive market where a
brand’s success often depends on the frequency of product launches, an ability to
keep up with trends, adoption of new technology and formula improvements, and
educating consumers through intense advertising campaigns, for which market participants need substantial investments.
In Latin America, skin care is still dominated by multinational companies, such as
Avon Products and Beiersdorf, but some
domestic companies are growing in prominence. One of them is the Peruvian company Belcorp, which had sales of $1.7 billion
in 2012 and expects 2013 sales to reach $2
billion, in 15 countries in Latin America and
in the US.
Brazil is the No. 1 cosmetics market in Latin America, and Belcorp began
Daniela Ferreira is a marketing and communication
professional in both consumer and B2B cosmetic
markets. With a degree in social communication and
postgraduate work in business administration, her expertise includes managing and launching products,
communication planning, market studies and analysis,
and identifying new business opportunities. She also
has beauty blog ( www.circulodabeleza.com.br), and is
a makeup artist and image consultant.
operations there at the end of 2011. Belcorp
executives rightly consider it one of the most
important company projects, as its goal is
to be one of the three largest players in the
Brazilian market within the next five years.
The growth of the middle class facilitated
the start of operations in the country. At
present, 20% of the company’s products are
manufactured through partnerships with
local companies, but by 2015, Belcorp will
invest $200 million in Brazil, and may build
a factory in the country.
Belcorp, through its skin care brand L’Bel,
has launched the Lederm line, which promises to treat the facial skin as a whole, acting
simultaneously in all layers and not separately. The treatment line was created by a team
of French dermatologists, led by Philippe
Humbert, with help from Dermaconcept
and Labosphere Laboratories. Lederm’s
formula was developed according to cellular homeostasis principles, also known as
skin’s functional balance. According to this
concept, the aging signals begin when the
skin’s natural balance is lost due to cellular
oxidation and other stressors, which begin
to accumulate in skin by age 30. Therefore
the formula has different active ingredients
to act according to age ( 35+, 45+, 55+), for
all skin types. Its promise is to nourish and
to restore the skin, regaining the balance, in
just seven days. The line includes day cream
with SPF, night cream and eye
Mexico’s Genomma Lab
Internacional SAB is growing
quickly throughout Latin America.
Its brand, Asepxia, which includes
anti-acne and cleansing products,
has helped change the way young
people handle acne problems.
Genomma’s campaign urges prevention of acne rather than treatment to combat facial blemishes.
This strategy convinces consumers to use more products even
when they do not have an immediate need for them.
Genomma’s products also respond to
specific needs, such as leg pain, extreme
dryness and prevention of stretch marks. Its
other skin care brands include Cicatricure, a
line of anti-aging, firming and cell-regener-ation body creams; Goicochea anti-cellulite
products; Tío Nacho body cream; Teatrical
facial and body cream; and SilkaMedic foot
Natura dominates its home market of
Brazil, but the company also has a growing presence in Argentina, Chile, Colombia,
Mexico, Peru and Bolivia. Last year, Natura
spent more than $70 million on new product development. This month, Natura will
launch SOU, a pioneer line that proposes
smarter consumption, less consumerism
and less excess. It invites users to consume
in a new way, by combining the quest for individual pleasure with regard for the planet’s
safety. Fragrance plays a key role in SOU’s
aesthetic appeal and the single scent for
men and women was created in-house. It
opens with fresh herbs and includes florals
and creamy, intense notes on the drydown
to bring a level sensuality to SOU.
SOU’s lineup of hair and body care products was developed from a smart process to
reduce material use. It is the latestexample
of Natura’s commitment to sustainable development. The SOU formula uses fewer
Lederm treats all the layers of skin.