Novelties in the cosmetics and beauty sector are mapped every year by the data intelligence area of B4A – Beauty for All, owner of several brands, such as glam (formerly Glambox) and Men’s Market. In its 2023 version, the Beauty Plan, dedicated to identifying different consumption profiles and changes in consumer behavior, reveals the new scenario of the segment and anticipates what is to come.
Among the data that stood out the most in this year’s study, what drew attention was the fact that most women (39%), with the return to face-to-face visits, said they would spend more on beauty products in 2022. In addition, among those who invested more in these items, 42% opted for more expensive brands in the period – in the previous study, it was 37%. Another interesting point identified by the survey was that, despite the economic instability, 58% of consumers will maintain in 2023 the same monthly budget dedicated to cosmetic products as last year, and are not willing to migrate to more economical brands, mainly in categories such as hair , with 62% in 2021 and 56% in 2022; and makeup, with 55% and 50%, respectively. Despite this, when asked about purchase criteria, most still value price when looking for beauty products (56%).
When making purchasing decisions, 53% of women are influenced by friends and digital influencers, 41% by their dermatologists and 32% by reviews from other consumers. costs (24%), 55% said they will buy only the essential items, those that “you can’t live without”. On the same topic, all survey respondents cited skin, facial (63%) and body care (57%) as the main concerns in 2023.
Among the products in the so-called “basic beauty basket”, which involves the set of items that more than 50% of the survey participants say they do not give up, even in times of cost containment, priority is given to those dedicated to hair care, with shampoo and conditioner occupying the top of the choice list of consumers since the 2020 edition (79%). About 2022, 63% of consumers chose these products, in all age groups, regardless of income.
Men are more vain
Contrary to the female public, the beauty market for men continues in a process of expansion and experimentation, with more than 90% of respondents stating that they themselves decide on the purchase of their cosmetic products and most use the internet as the main influencer. in purchasing decisions, on specialized websites (50%) and reviews from other consumers (49%). There is also a portion of men (26%) influenced by the recommendation of friends.
Furthermore, in 2022, the majority (52%) increased spending on beauty compared to the previous year, bought more products than they used to (72%), and many still (45%) kept the same costs dedicated to this type of care in the period.
For the first time, the men’s basic beauty basket appears with a more extensive and complete list than that of the investigated women. Now, in addition to basic hygiene and perfume products, which appeared in an unprecedented way in the 2022 survey, those intended for beard care (61%) and facial cleaning (50%) were also prioritized.
To give you an idea, so far, in 2023, B4A’s sales of subscription plans and men’s products already represent double those made in the same period last year.
For this year’s edition, the study had the largest consumer base ever investigated by the project, with a total of 33,433 people, including women and men, who answered questions involving their personal care in the last year, the forecast of expenses for 2023, the products that make up your basic beauty basket, among other subjects. The survey was conducted between December 1, 2022 and February 15, 2023.
Reference in data for the sector
According to Jan Riehle, CEO and founder of B4A, the Beauty Plan works as a kind of guide, not only “at home”, but for the entire beauty segment, benefiting and guiding investors, such as XP Investimentos, which has already used the material, and the various brands on the market: “relying on our expertise in digitalization and data collection and analysis, brands receive a good base of useful information in strategic decision-making, being able to obtain support for the development of new products, such as launching segmented shipments to its customers, with products for experimentation”.
It was thanks to research carried out by the startup for the Beauty Plan that the startup was able to know the essential points involved in a good shopping experience, according to consumers, to then create its platform for selling products in 2020: “we have already started our performance in e-commerce with the subscription of items selected from the individual profile of our client, with a personalized journey and differentiated discounts in the store, meeting the needs of our consumers”, explains the executive.
To make these studies possible, the company uses B4A Connect, its own platform created to connect consumers interested in beauty products, digital influencers and brands in the segment. Currently, the tool is used to analyze the characteristics of its customers, using machine learning algorithms, customizing the services offered, customizing the collection of products to be sent through subscription plans and defining the storefront and recommendations for items in the store. .
About B4A
Brazilian beauty tech whose purpose is to make beauty accessible to everyone. Through its own B4A Connect platform, it connects consumers, influencers and brands, creating network effects and synergies between them, and generating value for all participants in the ecosystem. In 2017, the company began operations with the acquisition and merger of Glambox and Men’s Market, with the aim of creating a platform that would revolutionize the beauty market in Brazil and worldwide.
Novelties in the cosmetics and beauty sector are mapped every year by the data intelligence area of B4A – Beauty for All, owner of several brands, such as glam (formerly Glambox) and Men’s Market. In its 2023 version, the Beauty Plan, dedicated to identifying different consumption profiles and changes in consumer behavior, reveals the new scenario of the segment and anticipates what is to come.
Among the data that stood out the most in this year’s study, what drew attention was the fact that most women (39%), with the return to face-to-face visits, said they would spend more on beauty products in 2022. In addition, among those who invested more in these items, 42% opted for more expensive brands in the period – in the previous study, it was 37%. Another interesting point identified by the survey was that, despite the economic instability, 58% of consumers will maintain in 2023 the same monthly budget dedicated to cosmetic products as last year, and are not willing to migrate to more economical brands, mainly in categories such as hair , with 62% in 2021 and 56% in 2022; and makeup, with 55% and 50%, respectively. Despite this, when asked about purchase criteria, most still value price when looking for beauty products (56%).
When making purchasing decisions, 53% of women are influenced by friends and digital influencers, 41% by their dermatologists and 32% by reviews from other consumers. costs (24%), 55% said they will buy only the essential items, those that “you can’t live without”. On the same topic, all survey respondents cited skin, facial (63%) and body care (57%) as the main concerns in 2023.
Among the products in the so-called “basic beauty basket”, which involves the set of items that more than 50% of the survey participants say they do not give up, even in times of cost containment, priority is given to those dedicated to hair care, with shampoo and conditioner occupying the top of the choice list of consumers since the 2020 edition (79%). About 2022, 63% of consumers chose these products, in all age groups, regardless of income.
Men are more vain
Contrary to the female public, the beauty market for men continues in a process of expansion and experimentation, with more than 90% of respondents stating that they themselves decide on the purchase of their cosmetic products and most use the internet as the main influencer. in purchasing decisions, on specialized websites (50%) and reviews from other consumers (49%). There is also a portion of men (26%) influenced by the recommendation of friends.
Furthermore, in 2022, the majority (52%) increased spending on beauty compared to the previous year, bought more products than they used to (72%), and many still (45%) kept the same costs dedicated to this type of care in the period.
For the first time, the men’s basic beauty basket appears with a more extensive and complete list than that of the investigated women. Now, in addition to basic hygiene and perfume products, which appeared in an unprecedented way in the 2022 survey, those intended for beard care (61%) and facial cleaning (50%) were also prioritized.
To give you an idea, so far, in 2023, B4A’s sales of subscription plans and men’s products already represent double those made in the same period last year.
For this year’s edition, the study had the largest consumer base ever investigated by the project, with a total of 33,433 people, including women and men, who answered questions involving their personal care in the last year, the forecast of expenses for 2023, the products that make up your basic beauty basket, among other subjects. The survey was conducted between December 1, 2022 and February 15, 2023.
Reference in data for the sector
According to Jan Riehle, CEO and founder of B4A, the Beauty Plan works as a kind of guide, not only “at home”, but for the entire beauty segment, benefiting and guiding investors, such as XP Investimentos, which has already used the material, and the various brands on the market: “relying on our expertise in digitalization and data collection and analysis, brands receive a good base of useful information in strategic decision-making, being able to obtain support for the development of new products, such as launching segmented shipments to its customers, with products for experimentation”.
It was thanks to research carried out by the startup for the Beauty Plan that the startup was able to know the essential points involved in a good shopping experience, according to consumers, to then create its platform for selling products in 2020: “we have already started our performance in e-commerce with the subscription of items selected from the individual profile of our client, with a personalized journey and differentiated discounts in the store, meeting the needs of our consumers”, explains the executive.
To make these studies possible, the company uses B4A Connect, its own platform created to connect consumers interested in beauty products, digital influencers and brands in the segment. Currently, the tool is used to analyze the characteristics of its customers, using machine learning algorithms, customizing the services offered, customizing the collection of products to be sent through subscription plans and defining the storefront and recommendations for items in the store. .
About B4A
Brazilian beauty tech whose purpose is to make beauty accessible to everyone. Through its own B4A Connect platform, it connects consumers, influencers and brands, creating network effects and synergies between them, and generating value for all participants in the ecosystem. In 2017, the company began operations with the acquisition and merger of Glambox and Men’s Market, with the aim of creating a platform that would revolutionize the beauty market in Brazil and worldwide.
