STRONG DEMAND

“Consumers in Brazil are passionate about skin care and beauty,” says Jorge Jimenez, Vice President Marketing / Digital Emerging Markets at Beiersdorf. “One market study summarizes the situation very accurately: In Brazil, taking care of your skin is closely associated with self-confidence and well-being. And this is why there is such strong demand for skin care products that meet this desire.”

Focus on ingredients

The coronavirus crisis has reinforced this trend. An increasing number of people in Brazil place their trust in products that they expect to be highly effective. Consumers have become much more focussed on product ingredients and scrutinize their impact on the environment.

This explains why, in addition to products with a good price/performance ratio, premium and dermocosmetic brands and products with natural ingredients are gaining popularity.

“In Brazil, our NIVEA and Eucerin brands stand for high-quality trusted products as well as sustainability” Jimenez says. “With the launch of NIVEA Luminous630®, we are able to help more consumers to reduce visibly dark spots and we have also strengthened our No.1 position in Face Care.”

Beiersdorf consumer growth in Latin America

Record sales in Mexico

The forecasts for Mexico look even better: Markets here developed rapidly in 2022 – and market experts suggest that this growth will continue. “We have been able to consistently outperform the market,” says Aldo Barrientos, General Manager North LATAM at Beiersdorf. “Many of our iconic products, such as NIVEA Body Milk, posted record sales last year. And with its +100-year history, NIVEA Creme dominates the Mexican market with an almost 80% market share in the all-purpose cream segment.”

“We intend to systematically tap into the opportunities that arise for us in Latin America,” says Andreas Kiehl, Vice President Finance Emerging Markets at Beiersdorf. To this end, there will be a drive to strengthen brands, push innovations, and expand our presence at the point of sale. Online retail will also be intensified, since e-commerce has become much more important in Latin America – not least because of the coronavirus pandemic. “This is why we have significantly increased our investment in digital interactions and will focus even more extensively on intelligent online campaigns and precision marketing in the future,” says Kiehl.