Penetration rate of cosmetic brands in Brazil 2012-2013

This statistic illustrates the average penetration rate of cosmetics brands in Brazil in 2012 and 2013. The survey revealed that 55 percent of respondents purchased Avon brand cosmetics within the last three to twelve months of 2013.

Average penetration rate* of cosmetic brands in Brazil in 2012 and 2013

Brand	2012	2013
Natura	56%	56%
Avon	54%	55%
Boticario	42%	37%
Dove	26%	32%
Lux	23%	27%
Nivea	30%	25%
Johnson & Johnson	32%	20%
L'Oreal	15%	11%
Chanel	2%	5%
Mary Kay	0%	5%
Vult	5%	3%
Vita Derm	2%	3%
Biotherm	1%	2%
Lancôme	4%	2%
Neutrogena	0%	2%
Olay	1%	2%
Ponds	0%	1%
Maybelline	1%	1%
Estée Lauder	1%	1%
Marcelo Beau	1%	1%
Amway	0%	0%
Artistry	0%	0%
Clinique	2%	0%
Max Factor	0%	0%
Clarins	1%	0%
Covergirl	1%	0%

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Release date

February 2014

More information

Region

Brazil

Survey time period

2012 and 2013

Number of respondents

16,000**

Method of interview

Online survey

Supplementary notes

* Defined as the percentage of respondents who have purchased that brand in the last three to twelve months.
** Approximately 1,500 respondents were surveyed for each region, with the largest two markets (India and China) having a larger sample size of 2,500 each. The male-to-female split between respondents was roughly 50:50 in all cases, with rural-to-urban split varying by country. A total of 16,000 respondents were screened and surveyed

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