Efficacy key to brand-building in Brazil's eyelash makeup industry

The Albéa Group, a Brazil-based mascara manufacturer, conducted a survey on the South America country's consumer expectations in eyelash makeup and found out that women in Brazil show more brand loyalty than their counterparts in Europe. This was revealed in a recent report by beauty and cosmetic industry website Premium Beauty News.

The study, which surveyed 170 local women, also showed that most consumers are interested in easy-to-use models that allow efficient application of makeup. Volume and length are the top concerns in choosing brushes and formulas.

Although women in Brazil are used to the conventional shape of fiber brushes, many of the respondents said that they are willing to try versions with plastic bristles for differentiation.

Water resistance is also among the primary factors that influence Brazil women in choosing eyelash makeup, owing to the country's hot and humid climate.

Local brands rely mostly on word-of-mouth, including social media, to build a customer base and develop brand loyalty as the Brazil market is supplied by direct-selling networks. Efficacy, therefore, plays a significant role in brand success.

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