3. El mercado de los cosméticos latinoamericano es más grande que el mercado
chino y representa la cuarta región más importante del mundo
Europa del Este
25,513.5
China
62,006.8
Japón
37,546.8
Latinoamérica
63,254.4
Estados Unidos
89,507.4
Europa Occidental
99,501.8
Mercado de Belleza y Cuidado Personal
2018 (millones USD)
Tasa de
crecimiento del
2019
19. A partir de 2019 se estará compitiendo
con una sociedad post-alfabetizada, una
era en la que las imágenes y los
caracteres reemplazarán a las palabras,
incluso la voz.
Se estima que, en un futuro cercano,
la mayoría de las búsquedas se
realizarán sin ni siquiera escribir una
palabra.
29. Las redes sociales son clave
Los millenials visitan cada vez más sitios,
tutoriales, blogs y redes sociales antes de comprar
un producto. Experiencias de compra interactivas
generan aún mayor tracción e incentivan a
compartirse. La industria de belleza global está
innovando con productos ligados a apps y con
tecnología interactiva como scáners de piel que se
espera cada vez sean más demandados.
Participación digital
Los consumidores forman parte de una comunidad digital
La participación digital
es la tendencia que se
espera que impacte
más las ventas del
mercado de Belleza y
Cuidado Personal
global por los
próximos 5 años.*
*Euromonitor’s Beauty Industry Survey 2018
30. 66.8%
De los hogares de Latinoamérica tienen un
smartphone en 2018; esta cifra era 34% en 2013.
E-commerce
Los consumidores buscan facilidad de compra
FMCG: Fast Moving Consumer Goods
Euromonitor
Índice FMCG de Ventas por Internet en
México*
Comida empacada
Cuidado del Hogar
Refrescos
Belleza y Cuidado Personal
31. • Impulso de la alfabetización digital
• Fortalecer la oferta local
• Creación de alternativas de pago y
modelos inclusivos
• Aprovechar espacios en la web para
migración al e-commerce (pantalla
líquida entre la computadora y el
smartphone)
• ¡Lo que dicen de ti, es importante! E-
won como medio de propagación
• Seguir mejorando la infraestructura
DESAFÍOS
32. • PRODUCTOS Y ACCIONES CON
PROPÓSITO, alineación con los
objetivos ODS de Pacto Global de las
Naciones Unidas.
• INDUSTRIA COSMÉTICA PRESENTE!
33. CASO DE ÉXITO
Sephora, líder en estrategia de personalización ecommerce
Su estrategia en móvil y en email es lo que ha convertido a la marca de
cosméticos en un referente en personalización ecommerce
34. https://youtu.be/X9V0__OPV7c
El propio Lorenzo Peracchione, director regional de
Ecommerce en Sephora, explica en este vídeo
detalles muy interesantes sobre estrategia de
personalización.
37. Gracias!
SÍGANOS EN NUESTRAS REDES:
@mafernandaleonm
@procosmeticosec
procosmeticosec
Procosmeticosec oficial
mfleon@procosmeticos.ec
info@procosmeticos.ec
info@aevd.ec
Telf. 59323617039
Quito - Euador
Notas del editor
This report focuses on the beauty and personal care industry, drawing on an Industry Insights survey of 809 professionals working in beauty and personal care in over 84 countries around the world.
This report focuses on the beauty and personal care industry, drawing on an Industry Insights survey of 809 professionals working in beauty and personal care in over 84 countries around the world.
Más del 75% de los encuestados observaron un incremento en la participación de ventas por Internet.
Internet retailing sees the fastest growth within retailing
The rapid growth of internet retailing can be seen by the fact that in 2014 internet retailing was the 20th channel in terms of value sales within retailing, whilst by 2018 it had reached 13th place. Double-digit annual growth is expected to continue in the forecast period. There are many factors driving sales growth, including: increasing internet penetration amongst the population; the improved offer of products through the channel; the entry of new players; the improvement of the services of existing and new players; and the participation of prestigious brands in the channel. Well-known brands which have entered the channel include Liverpool, Amazon, Linio, Costco, Sam’s and Walmart, to mention just a few. Changes in lifestyle, caused by heavy traffic and limited parking in some locations, is making it more attractive to buy online and avoid travelling to physical stores. Frequent offers and credit are also boosting sales. Wider options in terms of payment methods, such as paying at convenience stores, also facilitates transactions and boosts sales, as many consumers do not have a credit card or do not want to use a credit card for online shopping. As internet shopping becomes more popular, even elderly people, who are not native internet users, are now starting to use the channel. Word of mouth is a relevant form of marketing for attracting new users. Special sales days, such as El Buen Fin and Hot Sale, were amongst the main drivers of growth in internet retailing over the review period. Internet retailing has good prospects of maintaining rapid growth in the forecast period.
Amazon sacó su propia línea de cremas de belleza. El gigante de ecommerce ha puesto a la venta una línea de doce productos llamados Belei que cuestan entre nueve y cuarenta dólares.
Mexico is the most important market for Linio. The arrival of Amazon in 2015 and Amazon Prime in 2017 has represented a challenge for Linio. Besides, the potential entry to the market of Alibaba (beyond AliExpress, which is already present in Mexico), is a factor to consider in the competitive environment. Another competitor for Linio is MercadoLibre, which has maintained sustained growth in volume and transaction value and has been developing its own logistics platform to offer a competitive advantage to its customers. Overall, Linio faces a challenging competitive environment.
Aplioca para beauty por que in-store sigue siendo el rey en home care y personal care
Amazon México
The most important pharmacy chain has offered online shopping for several years, and even though its sales are still not particularly high, they are expected to grow during the forecast period, also driven by higher internet penetration among the population and greater trust among consumers in online purchasing. Delivery service companies that operate through digital platforms are also entering the country and are expected to increase their presence during the forecast period. Ecuador
Social networks have had a strong impact on the beauty industry in Chile, creating trends and demand amongst Chilean consumers. Influencers who recommend brands on social media showing must-have products for both women and men have led to aspirational purchases. A concrete reflection of the growth of the beauty industry in Chile is the increase of barber shops in the last two years, which indicates that men have begun to worry about their appearance and its maintenance. These barber shops import products for men, which has led beauty specialist retailers to also include them in their portfolios.