Brazil is the second largest country in consumption of cosmetics for children

The area moves about R $ 1 billion per year and makes market adapt to these new consumers
That Brazilian women are very vain is nothing new, after all the Brazil occupies the third place in the world rankings of countries that utilize cosmetics.
But no one imagined that their children would be even more forward on the market: according to data from the Brazilian Association of personal hygiene, perfumery and cosmetics (Abihpec), the country's second largest cosmetics consumer-facing infant market in the world. Products with focus in this segment accounts for about $ 1 billion per year, with an average of almost 15% expansion during this period. Children and adolescents aged between 8 and 14 years occupy 8% of Brazil's population, i.e. they are almost 15 million people with purchasing power of decision.
An eye on those ever-escalating data, companies fit to find your space in that niche of the market. To woo consumers, you need to be aware of the two target audiences: children, that have active voice in the choice of products and influence in decision-making of the parents about the final choice, and parents, who are conspicuous by their product quality, because its main concern is the health of their children. The big challenge is then to align creative packaging that attracts the attention of children, with an extremely high quality product which win the trust of parents.
Packaging and characters stand out
When parents go shopping alone, tend not to pay much attention to the characters that represent the products, but rather to their specifications. When lead their children, are influenced by the opinion of the child, which chooses through the characters that have more affinity. However, the final word is always the parents: they may even give in at first and do the will of the child, but if the product does not correspond to the expectations, they don't come back to purchase.
It is then, companies seeking to market positioning, have perfection on two things: an attractive packaging, with the necessary adjustments required by the national health surveillance agency (ANVISA) to conquer first the look of a kid and a product different from others and at the same time have a great cost-benefit.
With the newly-conquered partnership with the giant Warner Bros. and Mattel, the Cosmetic Lielos is entering the children's cosmetic market, but already with the amount necessary to conquer the two audiences. The company catarinense of cosmetics is focusing the infant solar line represented by fast cars from Hot Wheels, by the popular superhero Batman and the Monster High cogitated, beyond the line of beauty with the character Penelope PitStop. "The market is just Lielos two years ago and with an excellent growth. The brand has credibility in the segment and, mainly, along to their customers. Strength of this credibility is the recent partnership with Warner Bros. and with Mattel, which are extremely picky with providers that represent their brands. With this we hope to surprise the cosmetic market, combining even more in our products quality that mothers seek when they choose the products for their children and creativity with the characters so dear for the kids, "says Bruno Rebouças, one of the partners and directors of the company.
Sales phenomenon among girls, the Monster High character breaks the standard of beauty for many years in the most popular dolls and conquer the children due to their different aspects and eccentric friends. Far from being a transient fever, the doll is featured in sales since its debut in 2010. In the last balance sheet made in May this year in one of the most popular toy stores in the greater Florianópolis (SC), the doll was 63.64% of sales of Mattel products.
But it's not just the popular characters who promise to leverage the company's sales. The new solar line was all designed to stand out through its exclusive formula in the Brazilian market. Enriched with pro-vitamin B5, which is responsible for moisturise skin protectors, blockers and moisturizers are also hypoallergenic and paraben-free. "The 30 FPS factor protectors were specially developed for sensitive skin of children offering high protection against UVA and UVB rays. It is water-resistant and contains pro-vitamin B5, which AIDS in hydration of the skin. Light and non-greasy formula, facilitates the application and absorption in the skin, soft fragrance. Provides the necessary safety to children, as it is hypoallergenic and dermatologically tested, "says Barbra Kuntze, Director of Anazê Cosmetics, the company responsible for developing the formula Lielos products.For children who need an even greater protection, the new product line features blockers available on 70 FPS.