Brazilian consumer search innovation in packaging for makeup

The market for makeup (or so-called "colored cosmetics") in Brazil is well established and the brazilian woman is very close in both product innovations. Despite the economic crisis the country faces, brands continue to invest and launch lines and products. Items such as nail polish and lipsticks are sold at affordable prices and are seen by consumers as small treatments.
Consumers of "colorful cosmetics" use lipstick/gloss more than shadows or blushes. However, they seek products long lasting, easy application and moisturizers. With a busy lifestyle, having to reconcile work and family, these consumers always carry some sort of makeup in her purse. So, brands need to innovate constantly to attract and retain the brazilian consumer. The following is an overview of some releases of "colorful cosmetics" using innovative packaging.
Too Cool for School Dinoplatz Twisty Tail Mask
The mask (mascara) is a product that offers three stages of curving of the eyelashes, in each layer. The product is formulated with fibers that ensure an effect of 5 mm in length to the lashes; also features an air/gel formula, with a super powerful curve effect and that ensures the product lasts all day. A basic fixed water serum product on the eyelashes on each layer. In this case the packaging hides a surprise: when the package is opened, a 3D city jumps to the eye (pop-up effect).
Bisous Bisous Call Me Crystal Rouge Cream Lipstick
Lipstick already has a matte formula created to ensure a vibrant finish. The product contains Pearl powder that "lights up" a pure color; its texture is extremely creamy with a gelled system (gel). The packaging of lipstick incorporates a mirror that allows the use of the product on the move. An important feature for the 41% of Brazilians between 16 and 24 years, interviewed by Mintel, and that said always carry a mirror in your purse.
Maybelline Baby Lips Balm & Blush
The balm for lips and blush has a really unusual packaging. The product comes in a package in the shape of a pot lid to facilitate implementation. The innovative packaging stands out in the gondola and communicates the attribute functionality as an element which encourages buying.
Holika Holika Face 2 Change Roller T-Highlighter
The makeup for the T zone is indicated for various uses and was developed with the multi Pearl glow effect, in addition to being a long-lasting product. According to Mintel survey, 38% of Brazilian users of "colorful cosmetics" seek appeals as easy application in products in this category. The product meets this requirement through a roll on applicator. To release the product just press the side button to the exemption; the system helps to release the correct amount for each application.
M.a. C Vibe Tribe
Released in the summer of 2016, the collection was designed for those who want to escape the routine; She was inspired by the U.S. desert festivals, where people paint the lips of various shades of red, coral or gold eyes in bluish green, cobalt, Tangerine and coal, and the nails, which reflect the spirit free from colors like Tangerine and nude. The vibrant colors of the packaging help differentiate the product at the POS.
Hera Rich Squeeze Mask
This mascara (mask) is described as a product "tighten and use" that ensures perfect layers, with style. The brush is made from a combination of thick and thin bristles that guarantee volume to each layer. Innovation in packaging is the flexible tube that the consumer squeeze (squeezable) and makes the product, still in packaging, more fluid, which ensures a better and more uniform application.
The GNPD is a database that maps product and packaging innovations around the world. For more information visit brasil.mintel.com