Consumption habits of Brazilian beauty shows different profiles

The concern of women with beauty drives the advertising investments in the sector. In 2013, were $ 11 billion invested in advertising for personal care products, which represents a growth of 39% compared to 2012, according to IBOPE survey. The survey took into account the consumption habits of Brazilian women expectadoras of television, magazine readers and radio listeners in the categories of health and beauty. Only 31% of the total number of women say not to worry about the beauty, against 49% who say they spend a lot of money with cosmetics and personal hygiene products.
Advertising investment by category
The main point of contact for companies with the female audience is still the open TV: 35% of women who watch television regularly claim that like to stand out in public places. To achieve this profile, the makeup industry invested in open channels R $ 330 million in advertising and $ 43 million in merchandising shares last year.
The colonies and perfumes industry moved more than $ 1 billion in disclosure, 53% of this total being destined for broadcast TV and 26% in subscription TV. Merchandising appears with 12% of investments, while ads in magazines with 7% and 2% sites. The pharmaceutical industry already facing slimming products amounted to a movement of R $ 83.5 million in ads.
Products for skin care, in turn, reached R $ 777 million in advertising in 2013, while the skin treatment drugs accounted for $ 602 million of investment.
Beauty to the conquest, thinning and joviality
The appearance is still seen by women as key point for the conquest of the opposite sex and, therefore, 69% of TV expectadoras consider the fundamental physical attributes, while 73% of the readers of women's magazines share the same opinion. Weight loss is another goal: 42% of the readers of magazines say trying to lose weight consistently, among the netizens this index is 40% and among radio listeners reaches 38.5%.
53% of telespectadoras say trying to maintain a balanced diet, while 37% of Internet users say they don't have time to prepare meals saúdáveis. In the quest for youth, 24% of telespectadoras say what you'd spend everything they had in Exchange for more young people. Among the listeners of radio, 65% consider it very important to maintain a youthful appearance.
The infographic of the IBOPE research is available on the company website.