Around the world and especially in the BRICs, we are seeing leading retailers expand beyond their domestic markets. As retailers gain penetration, it will provide a means of entry for marketers of personal care products, especially in countries like India where independent kirana shops currently rule the roost.
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The old adage, “Think global, act local” holds truer than ever. Yes, the BRICs are in many ways homogenizing with the rest of the world, and consumers in these markets are embracing Western products and concepts, but they each still have unique histories, cultures, and characteristics that must be understood and appreciated.
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Natural personal care remains a booming segment of the global personal care industry. During the economic crisis, natural personal care has sustained double-digit growth even in the bleak U.S. and Western European markets.
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In both Brazil and Russia, direct sales is among the leading outlets and accounts for 24% of total personal care sales. Consumers in both countries view direct sales as the go-to channel for high quality products…
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So far much of the growth we’ve seen in the BRICs has been in the major cities. From Moscow to São Paulo, Shanghai to New Delhi, we can find modern retail concepts, Western brands, and savvy consumers. The channels of distribution have become quite developed, product awareness is high, and sales are well established.
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Brazilians, Russians, Indians, and Chinese alike gravitate toward European and American fragrances, skin care products, and makeup more each year.
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Yes, times are particularly bad in the developed markets, namely the U.S., Japan, and Western Europe. But the BRICs have slowed down too. Growth is still double digit, but we are no longer seeing high double-digit increases.
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Last week I presented at the HBA Global Expo in New York City at two sessions covering the BRIC markets. My first presentation took an in-depth look at the Russian personal care market, assessing the market size and segmentation, product trends, competitive landscape, and future outlook.
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The natural personal care market in the U.S. jumped 19% to $2 billion in sales for 2008, Kline’s Natural Personal Care 2008 study revealed earlier this year. Major marketers are in an excellent position to leverage the naturals proposition that began with the smaller niche players. Manufacturing economies of scale, a stronger position for negotiating [...]
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In the midst of the worst economic crisis that the world has experienced since the Great Depression, Revlon has somehow managed to finally register positive net income for the year…So what is Revlon doing differently?…
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Kline Blogs
Geeta Agashe, Vice President - Energy
Carrie Mellage, Director - Consumer Products
Laura Mahecha, Industry Manager - Healthcare
Dennis Fugate, Industry Manager - Specialty Pesticides
Nancy Mills - Industry Manager, Consumer Products
Karen Doskow, Industry Manager, Consumer Products
