A survey by Euromonitor International reveals that Brazil has the fourth largest beauty and personal care market in the world. This same market is expected to exceed R$130 billion in 2026. It is an industry that moves the retail needle, but affects, above all, social networks in a country of digital content aficionados.
One report made by BrandLovrs available in this linkintitulado ‘Beauty Creator Trends 2024’, rene insights which show, for example, that 85% of consumers say they are willing to pay more for a beauty product if they have proof of its effectiveness or the benefits it provides, and 62% of women follow beauty influencers on social media. The theme is, in fact, among those that promote the greatest engagement among creators and the main brands on the market know this.
However, there is still an unoccupied space that deserves attention from advertisers. This same study indicates that 86% of the 200 biggest beauty videos on YouTube are the work of creators and not brands. And much of this content comes from everyday consumers, who are not part of the large circuit fashion. There are elements such as authenticity and the do yourself in this spectrum that partly explains this high percentage within YT.
If before the market was dominated by names with numbers in the millions, sought after by clients who sought “the bigger, the better”, today the success of a project can be in the hands and on the cell phones of people with 10 thousand followers or even less. Brands can connect with these small media channels by giving up profiles blockbusters and opt for strategies focused on engagement and conversion potential, which these creators minors offer. Remembering that, in the universe of creators in Brazil, 80% are micro or nano.
In addition to authenticity, the ‘Beauty Creator Trends 2024′ highlights other trends that should definitely enter the brands’ strategy: the growing interest among children and teenagers, personal care among men, the market for clean beauty and personal well-being and the influence of artificial intelligence in this universe.
As the alpha generation advances, creators children should generate something around R$2.7 billion in the coming years. Immersed in a contemporary digital scenario, these young people emerge as significant forces in the universe of beauty. Well-being among men is now a reality. With old taboos broken, personal care products for this public, in Brazil, represent 13% of global sales, according to Euromonitor. Mintel points out that two-thirds of American men have more than one product in their necessaryin addition to those regular ones for hygiene.
On another front, it is possible to look at the shelves and see the profusion of products clean beauty increasingly gaining scale and no longer being, solely and exclusively, the choice of a few consumers. McKinsey recently revealed that 42% of respondents like to try new brands with more natural appeal. In the same area, the beauty industry continues to undergo transformation, leaving behind outdated standards in favor of a more holistic approach focused on individual care.
With so many assets in the pipeline, the BrandLovrs study shows that the beauty and well-being market can, and should, rely on artificial intelligence, a tool that plays a crucial role for creators and also for the industry. It enables a more sophisticated and adaptive approach, where content creators can utilize AI-based tools to create highly personalized and engaging content. For brands, it allows, for example, the development of applications and virtual services, such as virtual dressing rooms and skin analysis, which help consumers make more informed decisions about products. This not only improves the online shopping experience, but also provides content creators with a set of innovative tools to engage with their followers in ways never before possible.
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