Mintel’s Body Care Brazil 2015 report reveals that 53% of Brazilians use body care products on a daily basis, while only a quarter use hand products daily and just one in 10 apply foot products. One of the barriers to greater use of hand and foot care products could be that 19% of consumers use the same product on their body as they do on their hands and feet (Mintel, Body Care Brazil 2016).

As the latest Mintel research reveals, Brazilians use certain body care products for different occasions, and developing products for specific times of the day could meet these varied consumption needs. Foot products, for example, are used more at night, so creating foot products with relaxing benefits could appeal to consumers.

Mintel research also showed that 27% of Brazilians use hand creams after washing dishes. Thus, there is an opportunity to encourage the use of hand creams after household chores.

Multifunctional Products Attract Younger Women

According to Mintel research, women aged 16-24 are more likely than women aged 35+ to agree that using multifunctional body care products is more effective than using several products (24% against 16%). Despite this, women aged 35+ use multifunctional products as much as women aged 16-24 (70% against 69%).

This indicates that women aged 35+ use products with various benefits all-in-one but don’t consider them to be more effective than using multiple products in combination. To ensure that multifunctional body care products are more attractive for these women, brands could focus on the benefits they seek in a product. Mintel research reveals, for example, that over half of these women consider a good moisturizer to be rapidly absorbed into the skin, while two in five agree a good moisturizer is one that leaves a velvety touch on the skin. Communicating these attributes on product packaging could attract these more mature consumers and encourage them to buy.

Mintel research also reveals that women aged 25-34 are more likely to enjoy trying products in different formats, with a quarter agreeing so, compared to 18% of women aged 16-24 and 13% of women aged 35+.

When bringing innovative products to market, brands could also leverage extension lines with new formats in order to appeal to women aged 25-34. One example of this success is Lovemore’s Mint Essence Refreshing Foot Mask, launched in December 2015 in China. In the form of socks, the mask has mint extract and claims to eliminate odors and cool the feet. Another example is Terre d'Oc 1. 2.. 3... Sommeil Fleur de Lavande Bougie de Massage, a candle for body massage launched in France in October 2015, developed to provide harmony for the body and calm the mind.

ABOUT THE AUTHOR
Juliana Martins is Beauty and Personal Care research analyst at Mintel, in Brazil. She has ten years of experience working in communications and marketing in Brazil and in France, where she worked with market intelligence for Chanel Parfums Beauté in Paris. Contact her by email.