Beauty and Personal Care in Colombia (Full Market Report) PDF

Beauty and Personal Care in
Colombia
Euromonitor International
June 2019
BEAUTY AND PERSONAL CARE IN COLOMBIA Passport i
LIST OF CONTENTS AND TABLES

Beauty and Personal Care in Colombia - Industry Overview ........................................................ 1
Executive Summary ..................................................................................................................... 1
Beauty and Personal Care Continues To See Growth in 2018 ................................................. 1
Retailers Launch New Private Label Beauty and Personal Care Products ............................... 1
Demand for Natural Products Increases Across All Categories ................................................ 1
100% Colombian, 100% Vegan Offering .................................................................................. 1
A Positive Performance Is Expected Over the Forecast Period ................................................ 2
Market Data .................................................................................................................................. 2
Table 1 Sales of Beauty and Personal Care by Category: Value 2013-2018 ............ 2
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth
2013-2018 .................................................................................................... 3
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2014-
2018 ............................................................................................................. 3
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2014-
2018 ............................................................................................................. 4
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018 ....... 5
Table 6 Penetration of Private Label in Beauty and Personal Care by
Category: % Value 2013-2018 ..................................................................... 6
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2013-
2018 ............................................................................................................. 6
Table 8 Distribution of Beauty and Personal Care by Format and Category: %
Value 2018 ................................................................................................... 7
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value
2018-2023 .................................................................................................... 9
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value
Growth 2018-2023 ..................................................................................... 10
Sources ...................................................................................................................................... 10
Summary 1 Research Sources ...................................................................................... 10
Baby and Child-specific Products in Colombia - Category analysis ........................................... 13
Headlines ................................................................................................................................... 13
Prospects ................................................................................................................................... 13
Better Informed Parents Support Sales .................................................................................. 13
Baby and Child-specific Sun Care and Skin Care See New Players in Dermo-cosmetics...... 13
Natural/organic Offerings Gain Visibility ................................................................................. 14
Competitive Landscape .............................................................................................................. 14
Johnson & Johnson Colombia Leads Baby and Child-specific Products ................................ 14
Belleza Express SA Sees Growth in Share ............................................................................ 14
Distribution of Baby and Child-specific Products Is Changing ................................................ 14
Category Data ............................................................................................................................ 14
Table 11 Sales of Baby and Child-specific Products by Category: Value 2013-
2018 ........................................................................................................... 14
Table 12 Sales of Baby and Child-specific Products by Category: % Value
Growth 2013-2018 ..................................................................................... 15
Table 13 Sales of Baby and Child-specific Products by Premium vs Mass: %
Value 2013-2018 ........................................................................................ 15
© Euromonitor International
BEAUTY AND PERSONAL CARE IN COLOMBIA Passport ii
Table 14 NBO Company Shares of Baby and Child-specific Products: % Value

2014-2018 .................................................................................................. 15
Table 15 LBN Brand Shares of Baby and Child-specific Products: % Value
2015-2018 .................................................................................................. 16
Table 16 LBN Brand Shares of Baby and Child-specific Skin Care: % Value
2015-2018 .................................................................................................. 17
Table 17 LBN Brand Shares of Baby and Child-specific Sun Care: % Value
2015-2018 .................................................................................................. 18
Table 18 LBN Brand Shares of Premium Baby and Child-specific Products: %
Value 2015-2018 ........................................................................................ 19
Table 19 Forecast Sales of Baby and Child-specific Products by Category:
Value 2018-2023 ........................................................................................ 19
Table 20 Forecast Sales of Baby and Child-specific Products by Category: %
Value Growth 2018-2023 ........................................................................... 19
Table 21 Forecast Sales of Baby and Child-specific Products by Premium vs
Mass: % Value 2018-2023 ......................................................................... 20
Bath and Shower in Colombia - Category analysis .................................................................... 21
Headlines ................................................................................................................................... 21
Prospects ................................................................................................................................... 21
Consumers Are Increasingly Looking To Get the Best Deal ................................................... 21
Bath and Shower Is Predicted To Continue To See Growth ................................................... 21
New Product Developments Focus on Ingredients and Packaging ........................................ 21
A Very Fragmented Category ................................................................................................. 22
Bath and Shower Continues To Be Dominated by Mass Products ......................................... 22
Organic and Natural-based Offerings See Growth ................................................................. 22
Category Data ............................................................................................................................ 22
Table 22 Sales of Bath and Shower by Category: Value 2013-2018 ........................ 22
Table 23 Sales of Bath and Shower by Category: % Value Growth 2013-2018 ........ 23
Table 24 Sales of Bath and Shower by Premium vs Mass: % Value 2013-2018 ...... 23
Table 25 NBO Company Shares of Bath and Shower: % Value 2014-2018 ............. 23
Table 26 LBN Brand Shares of Bath and Shower: % Value 2015-2018.................... 24
Table 27 LBN Brand Shares of Premium Bath and Shower: % Value 2015-
2018 ........................................................................................................... 25
Table 28 Forecast Sales of Bath and Shower by Category: Value 2018-2023 ......... 26
Table 29 Forecast Sales of Bath and Shower by Category: % Value Growth
2018-2023 .................................................................................................. 26
Table 30 Forecast Sales of Bath and Shower by Premium vs Mass: % Value
2018-2023 .................................................................................................. 26
Colour Cosmetics in Colombia - Category analysis.................................................................... 27
Headlines ................................................................................................................................... 27
Prospects ................................................................................................................................... 27
Colour Cosmetics Is Set To See A Positive Performance Over the Forecast Period ............. 27
Consumers Focusing on Eye Make-up ................................................................................... 27
Drugstores and Beauty Specialist Gain Ground ..................................................................... 28
Laboratorios De Cosmeticos Vogue SA Leads Colour Cosmetics ......................................... 28
Launch of New Brands at Stand-alone Outlets ....................................................................... 28
Product Innovation Is Key To Growth ..................................................................................... 28
BEAUTY AND PERSONAL CARE IN COLOMBIA Passport iii
Category Data ............................................................................................................................ 29

Table 31 Sales of Colour Cosmetics by Category: Value 2013-2018........................ 29
Table 32 Sales of Colour Cosmetics by Category: % Value Growth 2013-2018 ....... 30
Table 33 NBO Company Shares of Colour Cosmetics: % Value 2014-2018 ............ 31
Table 34 LBN Brand Shares of Colour Cosmetics: % Value 2015-2018 ................... 32
Table 35 LBN Brand Shares of Eye Make-up: % Value 2015-2018 .......................... 33
Table 36 LBN Brand Shares of Facial Make-up: % Value 2015-2018....................... 34
Table 37 LBN Brand Shares of Lip Products: % Value 2015-2018 ........................... 35
Table 38 LBN Brand Shares of Nail Products: % Value 2015-2018 .......................... 36
Table 39 LBN Brand Shares of Premium Colour Cosmetics: % Value 2015-
2018 ........................................................................................................... 37
Table 40 Forecast Sales of Colour Cosmetics by Category: Value 2018-2023 ......... 38
Table 41 Forecast Sales of Colour Cosmetics by Category: % Value Growth
2018-2023 .................................................................................................. 39
Deodorants in Colombia - Category analysis ............................................................................. 41
Headlines ................................................................................................................................... 41
Prospects ................................................................................................................................... 41
Deodorants Is Projected To Post Slight Value Growth Over the Forecast Period .................. 41
Product Innovation Is A Key Strategy ..................................................................................... 41
Hypermarkets Set To Lose Share........................................................................................... 42
the Premium Segment Remains A Niche ............................................................................... 42
Colgate-Palmolive & Cia Leads the Category ......................................................................... 42
Unilever Andina Colombia SA Ranks Second in Deodorants ................................................. 42
Category Data ............................................................................................................................ 42
Table 42 Sales of Deodorants by Category: Value 2013-2018 ................................. 42
Table 43 Sales of Deodorants by Category: % Value Growth 2013-2018................. 43
Table 44 Sales of Deodorants by Premium vs Mass: % Value 2013-2018 ............... 43
Table 45 NBO Company Shares of Deodorants: % Value 2014-2018 ...................... 43
Table 46 LBN Brand Shares of Deodorants: % Value 2015-2018............................. 44
Table 47 LBN Brand Shares of Premium Deodorants: % Value 2015-2018 ............. 45
Table 48 Forecast Sales of Deodorants by Category: Value 2018-2023 .................. 46
Table 49 Forecast Sales of Deodorants by Category: % Value Growth 2018-
2023 ........................................................................................................... 46
Table 50 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2018-
2023 ........................................................................................................... 46
Depilatories in Colombia - Category analysis ............................................................................. 47
Headlines ................................................................................................................................... 47
Prospects ................................................................................................................................... 47
Value Sales of Depilatories Are Expected To See Stagnation Over the Forecast Period ....... 47
Women’s Pre-shave Is Set To See the Strongest Growth ...................................................... 47
Natural Ingredients As A Key Factor of Growth ...................................................................... 47
Procter & Gamble De Colombia SA Leads Depilatories ......................................................... 48
Reckitt Benckiser Dominates Hair Removers ......................................................................... 48
Belleza Express SA Holds the Second Position ..................................................................... 48
Category Data ............................................................................................................................ 48
Table 51 Sales of Depilatories by Category: Value 2013-2018 ................................. 48
BEAUTY AND PERSONAL CARE IN COLOMBIA Passport iv
Table 52 Sales of Depilatories by Category: % Value Growth 2013-2018 ................ 49

Table 53 Sales of Women's Razors and Blades by Type: % Value Breakdown
2014-2018 .................................................................................................. 49
Table 54 NBO Company Shares of Depilatories: % Value 2014-2018...................... 49
Table 55 LBN Brand Shares of Depilatories: % Value 2015-2018 ............................ 49
Table 56 Forecast Sales of Depilatories by Category: Value 2018-2023 .................. 51
Table 57 Forecast Sales of Depilatories by Category: % Value Growth 2018-
2023 ........................................................................................................... 51
Fragrances in Colombia - Category analysis .............................................................................. 52
Headlines ................................................................................................................................... 52
Prospects ................................................................................................................................... 52
Premium Fragrances Outperformed Mass Segment .............................................................. 52
New Retailers Have Changed Consumer Purchasing Behaviour ........................................... 52
Renovation for Mass Fragrances ............................................................................................ 52
Direct Selling Is the Indisputably Leader in Fragrances .......................................................... 53
Premium Landscape Remains Fragmented ........................................................................... 53
Small Players Introduce New Packaging ................................................................................ 53
Category Data ............................................................................................................................ 53
Table 58 Sales of Fragrances by Category: Value 2013-2018 .................................. 53
Table 59 Sales of Fragrances by Category: % Value Growth 2013-2018 ................. 54
Table 60 NBO Company Shares of Fragrances: % Value 2014-2018 ...................... 54
Table 61 LBN Brand Shares of Fragrances: % Value 2015-2018 ............................. 55
Table 62 LBN Brand Shares of Premium Men's Fragrances: % Value 2015-
2018 ........................................................................................................... 56
Table 63 LBN Brand Shares of Premium Women's Fragrances: % Value 2015-
2018 ........................................................................................................... 57
Table 64 Forecast Sales of Fragrances by Category: Value 2018-2023 ................... 58
Table 65 Forecast Sales of Fragrances by Category: % Value Growth 2018-
2023 ........................................................................................................... 58
Hair Care in Colombia - Category analysis................................................................................. 60
Headlines ................................................................................................................................... 60
Prospects ................................................................................................................................... 60
Salon Professional Hair Care Continues To Grow .................................................................. 60
Strong Pressure on Mainstream Shampoo Brands................................................................. 60
Health and Wellness Trend Impacts Hair Care ....................................................................... 60
Unilever Andina Colombia SA Ranks First in Hair Care 2018 ................................................ 61
Procter & Gamble De Colombia SA Placed Second in Hair Care ........................................... 61
Hair Care Sees Fierce Competition ........................................................................................ 61
Category Data ............................................................................................................................ 61
Table 66 Sales of Hair Care by Category: Value 2013-2018 .................................... 61
Table 67 Sales of Hair Care by Category: % Value Growth 2013-2018 .................... 62
Table 68 Sales of Hair Care by Premium vs Mass: % Value 2013-2018 .................. 62
Table 69 NBO Company Shares of Hair Care: % Value 2014-2018 ......................... 62
Table 70 NBO Company Shares of Salon Professional Hair Care: % Value
2014-2018 .................................................................................................. 63
Table 71 LBN Brand Shares of Hair Care: % Value 2015-2018 ................................ 63
BEAUTY AND PERSONAL CARE IN COLOMBIA Passport v
Table 72 LBN Brand Shares of Colourants: % Value 2015-2018 .............................. 65

Table 73 LBN Brand Shares of Salon Professional Hair Care: % Value 2015-
2018 ........................................................................................................... 66
Table 74 LBN Brand Shares of Styling Agents: % Value 2015-2018 ........................ 66
Table 75 LBN Brand Shares of Premium Hair Care: % Value 2015-2018 ................ 67
Table 76 Forecast Sales of Hair Care by Category: Value 2018-2023...................... 68
Table 77 Forecast Sales of Hair Care by Category: % Value Growth 2018-2023 ..... 68
Table 78 Forecast Sales of Hair Care by Premium vs Mass: % Value 2018-
2023 ........................................................................................................... 69
Men's Grooming in Colombia - Category analysis ...................................................................... 70
Headlines ................................................................................................................................... 70
Prospects ................................................................................................................................... 70
Traditional Categories Will Drive Growth in the Coming Years ............................................... 70
Multipurpose Toiletries and Line Extensions Are Expected .................................................... 70
Products for Beards and Moustaches Will Continue To Increase in Availability ..................... 70
Men’s Grooming Leading Players ........................................................................................... 71
Babaria Enters, Adding Dynamism To the Category .............................................................. 71
Mass Brands Continue To Outperform Premium Ones .......................................................... 71
Category Data ............................................................................................................................ 71
Table 79 Sales of Men’s Grooming by Category: Value 2013-2018.......................... 71
Table 80 Sales of Men’s Grooming by Category: % Value Growth 2013-2018 ......... 72
Table 81 Sales of Men's Razors and Blades by Type: % Value Breakdown
2014-2018 .................................................................................................. 73
Table 82 Sales of Men's Skin Care by Type: % Value Breakdown 2015-2018 ......... 73
Table 83 NBO Company Shares of Men’s Grooming: % Value 2014-2018 .............. 73
Table 84 LBN Brand Shares of Men’s Grooming: % Value 2015-2018 ..................... 74
Table 85 LBN Brand Shares of Men's Razors and Blades: % Value 2015-2018 ...... 75
Table 86 Forecast Sales of Men’s Grooming by Category: Value 2018-2023 ........... 77
Table 87 Forecast Sales of Men’s Grooming by Category: % Value Growth
2018-2023 .................................................................................................. 77
Oral Care in Colombia - Category analysis ................................................................................ 79
Headlines ................................................................................................................................... 79
Prospects ................................................................................................................................... 79
Intense Promotional Activities and Larger Formats Boost Category Sales ............................. 79
Innovation Drives Growth in Oral Care ................................................................................... 79
Natural Ingredients on the Rise .............................................................................................. 79
Colgate-Palmolive Remains the Leading Company in Oral Care ........................................... 80
Colgate-Palmolive Expands Its Portfolio ................................................................................. 80
International Brands Continue To Be Preferred by Consumers .............................................. 80
Category Data ............................................................................................................................ 80
Table 88 Sales of Oral Care by Category: Value 2013-2018 .................................... 80
Table 89 Sales of Oral Care by Category: % Value Growth 2013-2018.................... 81
Table 90 Sales of Toothbrushes by Category: Value 2013-2018 .............................. 81
Table 91 Sales of Toothbrushes by Category: % Value Growth 2013-2018 ............. 81
Table 92 Sales of Toothpaste by Type: % Value Breakdown 2014-2018 ................. 82
Table 93 NBO Company Shares of Oral Care: % Value 2014-2018 ......................... 82
BEAUTY AND PERSONAL CARE IN COLOMBIA Passport vi
Table 94 LBN Brand Shares of Oral Care: % Value 2015-2018................................ 82

Table 95 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2015-
2018 ........................................................................................................... 84
Table 96 LBN Brand Shares of Toothpaste: % Value 2015-2018 ............................. 84
Table 97 Forecast Sales of Oral Care by Category: Value 2018-2023 ..................... 85
Table 98 Forecast Sales of Oral Care by Category: % Value Growth 2018-2023 ..... 85
Table 99 Forecast Sales of Toothbrushes by Category: Value 2018-2023 ............... 86
Table 100 Forecast Sales of Toothbrushes by Category: % Value Growth 2018-
2023 ........................................................................................................... 86
Skin Care in Colombia - Category analysis ................................................................................ 87
Headlines ................................................................................................................................... 87
Prospects ................................................................................................................................... 87
Facial Care Boosts Growth in Skin Care in 2018 .................................................................... 87
Face Masks Set To See Growth ............................................................................................. 87
Innovation Contributes To Dynamism in Skin Care ................................................................ 87
Johnson & Johnson De Colombia SA Leads Sales ................................................................ 88
Direct Selling Continues To Be A Key Channel for Skin Care ................................................ 88
Skin Care Experiences Multichannel Evolution ...................................................................... 88
Category Data ............................................................................................................................ 89
Table 101 Sales of Skin Care by Category: Value 2013-2018 .................................... 89
Table 102 Sales of Skin Care by Category: % Value Growth 2013-2018 ................... 90
Table 103 Sales of Face Masks by Skin Whitening vs Non-Skin Whitening: %
Value 2014-2018 ........................................................................................ 91
Table 104 Sales of Facial Cleansers by Skin Whitening vs Non-Skin Whitening:
% Value 2014-2018.................................................................................... 91
Table 105 Sales of Anti-Agers by Skin Whitening vs Non-Skin Whitening: %
Value 2014-2018 ........................................................................................ 91
Table 106 Sales of Toners by Skin Whitening vs Non-Skin Whitening: % Value
2014-2018 .................................................................................................. 91
Table 107 NBO Company Shares of Skin Care: % Value 2014-2018 ......................... 92
Table 108 LBN Brand Shares of Skin Care: % Value 2015-2018 ............................... 92
Table 109 LBN Brand Shares of Facial Moisturisers: % Value 2015-2018 ................. 94
Table 110 LBN Brand Shares of Anti-agers: % Value 2015-2018 ............................... 95
Table 111 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2015-
2018 ........................................................................................................... 96
Table 112 LBN Brand Shares of General Purpose Body Care: % Value 2015-
2018 ........................................................................................................... 97
Table 113 LBN Brand Shares of Premium Skin Care: % Value 2015-2018 ................ 98
Table 114 Forecast Sales of Skin Care by Category: Value 2018-2023 ..................... 99
Table 115 Forecast Sales of Skin Care by Category: % Value Growth 2018-2023... 100
Sun Care in Colombia - Category analysis ............................................................................... 102
Headlines ................................................................................................................................. 102
Prospects ................................................................................................................................. 102
Product Innovation Will Drive Performance .......................................................................... 102
Self-tanning and Aftersun Are Set To See Marginal Growth................................................. 102
Drugstores and Beauty Specialist Are Set To Take Further Share ....................................... 102
Competitive Landscape ............................................................................................................ 103
Laboratorios Recamier Ltda Leads Sun Care Sales ............................................................. 103
BEAUTY AND PERSONAL CARE IN COLOMBIA Passport vii
Johnson & Johnson Increases Investment in Neutrogena .................................................... 103

New Premium Brands Add Dynamism To the Category ....................................................... 103
Category Data .......................................................................................................................... 103
Table 116 Sales of Sun Care by Category: Value 2013-2018 ................................... 103
Table 117 Sales of Sun Care by Category: % Value Growth 2013-2018 .................. 104
Table 118 NBO Company Shares of Sun Care: % Value 2014-2018 ....................... 104
Table 119 LBN Brand Shares of Sun Care: % Value 2015-2018 .............................. 105
Table 120 LBN Brand Shares of Premium Adult Sun Care: % Value 2015-2018...... 106
Table 121 Forecast Sales of Sun Care by Category: Value 2018-2023 .................... 107
Table 122 Forecast Sales of Sun Care by Category: % Value Growth 2018-2023 ... 107
Premium Beauty and Personal Care in Colombia - Category analysis ..................................... 108
Headlines ................................................................................................................................. 108
Prospects ................................................................................................................................. 108
Premium Facial Care Has the Best Prospects for Growth .................................................... 108
Premium Sun Care Is Predicted To See A Strong Performance .......................................... 108
the Expansion of Beauty Specialist Retailers Drives Growth ................................................ 108
L’oréal Probecol SA Retains Leadership in Premium Beauty and Personal Care ................ 109
L’oréal Probecol SA Predicted To See Further Growth ........................................................ 109
A Very Fragmented Competitive Landscape ........................................................................ 109
Category Data .......................................................................................................................... 110
Table 123 Sales of Premium Beauty and Personal Care by Category: Value
2013-2018 ................................................................................................ 110
Table 124 Sales of Premium Beauty and Personal Care by Category: % Value
Growth 2013-2018 ................................................................................... 110
Table 125 NBO Company Shares of Premium Beauty and Personal Care: %
Value 2014-2018 ...................................................................................... 111
Table 126 LBN Brand Shares of Premium Beauty and Personal Care: % Value
2015-2018 ................................................................................................ 112
Table 127 Forecast Sales of Premium Beauty and Personal Care by Category:
Value 2018-2023 ...................................................................................... 113
Table 128 Forecast Sales of Premium Beauty and Personal Care by Category:
% Value Growth 2018-2023 ..................................................................... 114
Mass Beauty and Personal Care in Colombia - Category analysis .......................................... 116
Headlines ................................................................................................................................. 116
Prospects ................................................................................................................................. 116
Hard Discounters and Drugstores Continue To Gain Share ................................................. 116
Price-orientated Consumers Hamper Growth in Beauty and Personal Care ........................ 116
Mass Beauty and Personal Care Uses Digital Channels ...................................................... 117
Belstar Continues To Lead the Mass Segment .................................................................... 117
Avon Sees A Decline in Its Share ......................................................................................... 117
Category Data .......................................................................................................................... 117
Table 129 Sales of Mass Beauty and Personal Care by Category: Value 2013-
2018 ......................................................................................................... 117
Table 130 Sales of Mass Beauty and Personal Care by Category: % Value
Growth 2013-2018 ................................................................................... 118
BEAUTY AND PERSONAL CARE IN COLOMBIA Passport viii
Table 131 NBO Company Shares of Mass Beauty and Personal Care: % Value
2014-2018 ................................................................................................ 119
Table 132 LBN Brand Shares of Mass Beauty and Personal Care: % Value
2015-2018 ................................................................................................ 119
Table 133 Forecast Sales of Mass Beauty and Personal Care by Category:
Value 2018-2023 ...................................................................................... 121
Table 134 Forecast Sales of Mass Beauty and Personal Care by Category: %
Value Growth 2018-2023 ......................................................................... 121
BEAUTY AND PERSONAL CARE IN COLOMBIA Passport 1
BEAUTY AND PERSONAL CARE IN

COLOMBIA - INDUSTRY OVERVIEW
EXECUTIVE SUMMARY
Beauty and Personal Care Continues To See Growth in 2018

Beauty and personal care continued to post a positive performance in 2018, despite a
challenging environment. The lingering effects of the economic slowdown continued to impact
consumer behaviour, but sales nevertheless recorded marginally higher value growth than in
2017. Cost-conscious consumers tended to choose more affordable products and items on
promotion, putting pressure on brands to hold down the average unit price in certain categories
in beauty and personal care. Colombian consumers’ awareness of brands has grown
significantly, as manufacturers and retailers have communicated new product developments.
Retailers Launch New Private Label Beauty and Personal Care

Products
Overall, beauty and personal care is witnessing growth, as a result of the increasing focus on
new product developments orientated towards health and wellness, hygiene and appearance.
Growth has, however, been slow, as consumers have developed an economising mindset as a
result of the challenging economic scenario. Consumer shopping behaviour has changed, with a
preference for purchasing at retailers that offer lower price points and deep discounts, such as
hard discounters. Traditionally, this channel used to offer only a limited range of private label
products in key beauty and personal care categories, such as deodorants, soaps, oral care and
body cream, but as more consumers are shopping in discounters, retailers have expanded their
offerings in skin care, for example with moisturisers, anti-agers and cleansing tissues, and in
hair care. All three hard discounters in the country have launched such products, and it is
expected that they will include colour cosmetics in the coming years. Justo & Bueno backed its
new products with a promotional campaign using the slogan, “Start the year with beauty and
wellness”, while Ara launched its female personal care brand Be Beauty Care, and aimed to
improve the image of private label among consumers in terms of product quality.
Demand for Natural Products Increases Across All Categories

Natural beauty and personal care products are surging in popularity, especially among
millennials. Although concerns regarding the chemical content in beauty and personal care
products are currently only apparent in some categories, such as deodorants, or the presence of
aluminium in lipsticks, words like “parabens”, “sulphate” and “silicone” are increasingly
disfavoured by consumers. In Colombia, the concept of natural beauty relates to “clean”
products, with transparency in their ingredients and being based on herbs, minerals or fruit
extracts, or being organic. Natural beauty and personal care products in both the mass and
premium segments have become more mainstream and accessible, driven by new product
launches.
100% Colombian, 100% Vegan Offering

Following the natural trend, the Colombian beauty and personal care industry has been
increasing such offerings during the last couple of years. Botanique and P!inch are two example
of vegan, 100% organic brands, focused on skin care and colour cosmetics, respectively.
Botanique uses the cosmetic properties of plants from locations such as the Colombian Amazon
rainforest, the African plains and the Asian oceans, to offer effective and safe natural formulas
at affordable prices. The brand is in direct competition with well-known imported brands, but its
distribution is limited.
P!inch targets millennial women by offering long-lasting products to avoid retouching, in order
to save consumers’ time. The “inks” for cheeks and lips are the flagship products of the
company, and it has diversified its portfolio in terms of colours and moved into other categories,
such as illuminators.
A Positive Performance Is Expected Over the Forecast Period

Over the forecast period, beauty and personal care in Colombia is projected to post value
growth at current prices, with sun care, skin care and colour cosmetics predicted to see
amongst the strongest growth rates. Growth will be driven by new product innovations and
multipurpose formulations. Natural formulations are expected to be developed in mass beauty
and personal care. Consumers are becoming more concerned about the impact of frequent
exposure to the sun and pollution on their skin, as well as blue light from laptops and
smartphones, hence facial creams and sunscreens which respond to these concerns are
expected to gain traction.
The Colombian economy is anticipated to see healthy growth, with 3% real GDP growth
forecast for 2019. However, the short-term scenario remains challenging, due in part to a
possible second tax reform that might take place during the year, which could undermine
consumer confidence.
MARKET DATA
Table 1 Sales of Beauty and Personal Care by Category: Value 2013-2018
COP billion
2013 2014 2015 2016 2017 2018
Baby and Child-specific 410.2 441.7 480.9 516.3 541.6 574.0

Products
Bath and Shower 483.9 515.4 548.6 581.0 625.1 656.1
Colour Cosmetics 840.3 897.8 956.7 1,029.5 1,071.6 1,125.7
Deodorants 621.7 626.9 636.5 678.1 679.7 703.7
Depilatories 84.1 90.8 87.1 86.5 88.0 90.5
Fragrances 1,689.1 1,746.2 1,786.8 1,880.9 1,950.8 2,000.7
Hair Care 1,279.6 1,330.4 1,371.0 1,457.1 1,514.6 1,588.0
Men's Grooming 1,496.6 1,537.0 1,579.9 1,662.4 1,722.5 1,795.6
Oral Care 1,082.5 1,118.0 1,186.4 1,249.9 1,341.8 1,459.2
Oral Care Excl Power 1,076.9 1,112.1 1,180.4 1,244.2 1,336.1 1,453.5
Toothbrushes
Skin Care 1,005.9 1,047.3 1,135.5 1,223.8 1,306.3 1,424.5
Sun Care 115.7 121.2 139.3 154.2 165.2 178.1
Premium Beauty and 706.4 791.3 853.6 932.2 1,038.8 1,123.8
Personal Care
Prestige Beauty and 691.1 760.0 799.5 863.5 951.6 1,015.1
Personal Care
Mass Beauty and 5,726.8 5,921.7 6,186.1 6,571.8 6,798.7 7,108.7
Personal Care
Beauty and Personal Care 7,987.3 8,323.4 8,732.8 9,271.0 9,717.8 10,243.0
Source: Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Note 1: Prestige/premium/mass beauty and personal care sales are additionally included within baby and child-
specific products, bath and shower, colour cosmetics, deodorants, fragrances, hair care, sets/kits, skin
care and sun care.
Note 2: Sum of categories is greater than market size because of double counting in men’s bath and shower,
men’s deodorants, men’s hair care, men’s skin care, men’s fragrances, colour cosmetics sets/kits, skin
care sets/kits, fragrances sets/kits and baby and child-specific sun care categories.
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
% current value growth

2017/18 2013-18 CAGR 2013/18 Total
Baby and Child-specific Products 6.0 6.9 39.9

Bath and Shower 5.0 6.3 35.6
Colour Cosmetics 5.0 6.0 34.0
Deodorants 3.5 2.5 13.2
Depilatories 2.9 1.5 7.6
Fragrances 2.6 3.4 18.4
Hair Care 4.8 4.4 24.1
Men's Grooming 4.2 3.7 20.0
Oral Care 8.7 6.2 34.8
Oral Care Excl Power Toothbrushes 8.8 6.2 35.0
Skin Care 9.0 7.2 41.6
Sun Care 7.8 9.0 54.0
Premium Beauty and Personal Care 8.2 9.7 59.1
Prestige Beauty and Personal Care 6.7 8.0 46.9
Mass Beauty and Personal Care 4.6 4.4 24.1
Beauty and Personal Care 5.4 5.1 28.2
care and sun care.
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
% retail value rsp

Company 2014 2015 2016 2017 2018
Colgate-Palmolive Co 7.7 7.6 9.6 9.7 10.0

Procter & Gamble Co, The 10.6 10.4 7.7 7.7 7.6
Corporación Belcorp 9.0 8.0 7.9 7.7 7.5
L'Oréal Groupe 4.9 4.9 5.6 5.7 5.9
Unilever Group 5.5 4.6 4.5 5.9 5.8
Avon Products Inc 8.4 8.3 7.3 6.4 5.7
Unique-Yanbal Group 6.4 6.3 5.7 5.4 5.3
Natura&Co - - - 4.8 5.2
Johnson & Johnson Inc 4.0 4.3 4.4 4.6 4.6
Henkel AG & Co KGaA 3.0 3.1 3.1 3.3 3.3
Beiersdorf AG 1.6 1.7 1.8 1.8 1.8
Coty Inc 0.7 0.8 1.8 1.8 1.8
Belleza Express SA 1.3 1.5 1.5 1.4 1.4
Laboratorios Recamier 1.1 1.2 1.3 1.3 1.3
Ltda
Essity AB - - - 1.2 1.1
Puig SL 0.8 0.9 1.0 1.1 1.1
Edgewell Personal Care - 1.1 1.0 1.0 1.0

Brands LLC
JGB SA, Laboratorios 0.1 0.2 0.8 0.9 1.0
Oriflame Cosmetics SA 1.1 1.1 1.1 1.0 0.9
Genomma Lab 0.4 0.6 0.6 0.7 0.8
Internacional SAB de CV
Bayer AG 0.5 0.6 0.7 0.7 0.7
Revlon Inc 0.1 0.1 0.7 0.7 0.7
Berioska SL - 0.0 0.1 0.5 0.6
Amway Corp 0.8 0.8 0.7 0.6 0.6
GlaxoSmithKline Plc 0.9 0.9 0.5 0.5 0.6
Estée Lauder Cos Inc 0.4 0.4 0.4 0.5 0.5
Cerescos Ltda 0.6 0.7 0.6 0.6 0.5
Tecnoquímicas SA 0.4 0.4 0.4 0.4 0.4
Azul K SA 0.2 0.2 0.3 0.4 0.4
Prebel SA 0.3 0.3 0.3 0.3 0.4
Private Label 0.6 0.5 0.6 0.7 0.9
Others 28.5 28.4 27.9 20.6 20.6
Total 100.0 100.0 100.0 100.0 100.0
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
% retail value rsp

Company 2014 2015 2016 2017 2018
Colgate-Palmolive & Cia 7.7 7.6 9.6 9.7 10.0

Belstar SA 9.0 8.0 7.9 7.7 7.5
Procter & Gamble de 9.5 9.3 7.8 7.7 7.5
Colombia SA
Unilever Andina 5.5 4.6 4.4 5.8 5.8
Colombia SA
Avon Colombia Ltda 8.4 8.3 7.3 6.4 5.7
Yanbal de Colombia SA 6.4 6.3 5.7 5.4 5.3
Natura Cosméticos Ltda 2.6 3.3 4.3 4.8 5.2
L'Oréal PROBECOL SA 2.9 2.8 3.3 3.7 3.9
Johnson & Johnson de 3.3 3.5 3.7 3.7 3.8
Colombia SA
Henkel Colombiana SA 2.4 2.5 2.6 2.7 2.7
Prebel SA 1.7 1.9 1.9 2.1 2.2
Laboratorios de 2.0 2.1 2.2 2.0 1.9
Cosméticos Vogue SA
Beiersdorf (Colombia) SA 1.6 1.7 1.8 1.8 1.8
La Riviera SAS 1.3 1.5 1.4 1.5 1.5
Ltda
Productos Familia 1.1 1.1 1.3 1.3 1.3
Sancela SA
Eveready de Colombia SA 1.2 1.1 1.0 1.0 1.0
Oriflame de Colombia SA 1.1 1.1 1.1 1.0 0.9
Pfizer Colombia SA 0.9 0.9 0.8 0.8 0.8
Genomma Lab Colombia Ltda 0.4 0.6 0.6 0.7 0.8
Bayer de Colombia SA 0.5 0.6 0.7 0.7 0.7
Coty Colombia Ltda 0.7 0.6 0.7 0.7 0.7
Babaria de Colombia SAS - 0.0 0.1 0.5 0.6
Amway Colombia SA 0.8 0.8 0.7 0.6 0.6

GlaxoSmithKline 0.9 1.0 0.5 0.6 0.6
Colombia SA
Cerescos Ltda 0.6 0.7 0.6 0.6 0.5
Azul K SA 0.2 0.2 0.3 0.4 0.4
Quala SA 1.4 1.3 1.4 - -
Other Private Label 0.4 0.3 0.3 0.5 0.7
Others 21.9 22.3 21.3 20.9 20.8
Total 100.0 100.0 100.0 100.0 100.0
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
% retail value rsp

Brand (GBO) Company (NBO) 2015 2016 2017 2018
Colgate (Colgate- Colgate-Palmolive & Cia 3.9 5.4 5.4 5.6

Palmolive Co)
Natura (Natura&Co) Natura Cosméticos Ltda - - 4.7 5.1
Ésika (Corporación Belstar SA 5.2 5.3 5.2 5.1
Belcorp)
Yanbal (Unique- Yanbal de Colombia SA 5.9 5.3 5.1 5.0
Yanbal Group)
Cyzone (Corporación Belstar SA 2.0 2.0 1.9 1.9
Belcorp)
Gillette Procter & Gamble de 1.9 1.9 1.9 1.8
Prestobarba Colombia SA
(Procter & Gamble
Co, The)
Johnson's Baby Johnson & Johnson de 1.5 1.5 1.6 1.6
(Johnson & Johnson Colombia SA
Inc)
Vogue (L'Oréal Laboratorios de 1.5 1.6 1.5 1.4
Groupe) Cosméticos Vogue SA
Sedal (Unilever Unilever Andina 1.5 1.4 1.4 1.3
Group) Colombia SA
Head & Shoulders Procter & Gamble de 1.2 1.2 1.2 1.2
(Procter & Gamble Colombia SA
Co, The)
Braun Oral-B Procter & Gamble de 2.5 1.2 1.2 1.2
Co, The)
Kolynos (Colgate- Colgate-Palmolive & Cia 0.6 1.1 1.1 1.1
Palmolive Co)
Pantene (Procter & Procter & Gamble de 1.0 1.0 1.0 1.0
Gamble Co, The) Colombia SA
Pequeñín (Essity AB) Productos Familia - - 1.0 0.9
Sancela SA
Elvive (L'Oréal L'Oréal PROBECOL SA 0.6 0.8 0.9 0.9
Groupe)
Protex (Colgate- Colgate-Palmolive & Cia 0.9 0.9 0.9 0.9
Palmolive Co)
Gillette Mach3 Procter & Gamble de 1.0 0.9 0.9 0.9
Co, The)
Fluocardent JGB SA, Laboratorios 0.1 0.7 0.8 0.9
Listerine (Johnson Pfizer Colombia SA 0.9 0.8 0.8 0.8
& Johnson Inc)
My First Colgate Colgate-Palmolive & Cia 0.4 0.7 0.7 0.8

(Colgate-Palmolive
Co)
Konzil (Henkel AG & Henkel Colombiana SA 0.7 0.7 0.7 0.7
Co KGaA)
Lubriderm (Johnson Johnson & Johnson de 0.6 0.6 0.7 0.7
& Johnson Inc) Colombia SA
Avon Naturals (Avon Avon Colombia Ltda 0.9 0.8 0.8 0.7
Products Inc)
Pond's (Unilever Unilever Andina 0.6 0.6 0.6 0.7
Group) Colombia SA
Max Factor (Coty Inc) Prebel SA - 0.5 0.6 0.6
Fortident (Unilever Unilever Andina - - 0.6 0.6
Group) Colombia SA
Nivea (Beiersdorf AG) Beiersdorf (Colombia) SA 0.6 0.6 0.6 0.6
Lady Speed Stick Colgate-Palmolive & Cia 0.6 0.6 0.6 0.6
(Colgate-Palmolive
Co)
Babaria (Berioska SL) Babaria de Colombia SAS 0.0 0.1 0.5 0.6
Yodora (Henkel AG & Tecnoquímicas SA 0.6 0.6 0.6 0.6
Co KGaA)
AVON Color (Avon Avon Colombia Ltda 0.7 0.5 0.2 -
Products Inc)
Natura (Natura Natura Cosméticos Ltda 3.3 4.2 - -
Cosméticos SA)
Pequeñín (SCA Group) Productos Familia 1.0 1.0 - -
Sancela SA
Other Private Label Other Private Label 0.3 0.3 0.5 0.7
(Private Label)
Others Others 57.3 55.1 53.9 53.5
Total Total 100.0 100.0 100.0 100.0
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2013-
2018
% retail value rsp

2013 2014 2015 2016 2017 2018
Beauty and Personal Care 0.6 0.6 0.5 0.6 0.7 0.9
Products
Bath and Shower 3.2 3.0 2.9 2.8 2.7 2.6
Depilatories 0.4 0.4 0.5 0.5 0.7 0.8
Hair Care 0.2 0.2 0.2 0.3 0.6 0.6
Men's Grooming 0.2 0.2 0.3 0.4 0.5 0.5
Oral Care 1.3 1.4 0.7 0.7 0.6 0.6
Skin Care 0.4 0.4 0.5 0.6 1.2 2.1
Mass Beauty and 0.5 0.5 0.5 0.6 0.8 1.0
Personal Care
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
% retail value rsp
2013 2014 2015 2016 2017 2018
Store-Based Retailing 68.5 68.6 69.0 69.2 69.5 68.9

- Grocery Retailers 50.4 50.4 50.3 50.0 50.1 49.7
-- Modern Grocery 39.1 39.2 39.1 38.9 38.7 38.2
Retailers
--- Convenience Stores 0.0 0.0 0.0 0.0 0.0 0.0
--- Discounters - 0.0 0.0 0.1 0.1 0.1
--- Forecourt Retailers - - 0.0 0.0 0.0 0.0
--- Hypermarkets 19.8 20.1 20.2 20.0 20.4 20.0
--- Supermarkets 19.3 19.1 18.8 18.8 18.2 18.0
-- Traditional Grocery 11.3 11.2 11.3 11.1 11.4 11.6
Retailers
- Non-Grocery Specialists 15.9 16.0 16.4 16.9 17.2 17.0
-- Apparel and Footwear - - - - - -
Specialist Retailers
-- Electronics and 0.0 0.0 0.0 0.0 0.0 0.0
Appliance Specialist
Retailers
-- Health and Beauty 15.0 15.2 15.6 15.9 16.2 16.5
--- Beauty Specialist 8.1 8.3 8.6 8.9 9.3 9.5
Retailers
--- Chemists/Pharmacies 3.9 3.8 3.8 3.7 3.5 3.4
--- Drugstores/ 2.8 2.9 3.0 3.1 3.2 3.4
parapharmacies
--- Other Health and 0.2 0.2 0.2 0.2 0.2 0.2
Beauty Specialist
retailers
-- Home and Garden - - - - - -
--- Homewares and Home - - - - - -
Furnishing Stores
-- Other Non-Grocery 0.9 0.8 0.8 1.0 1.0 0.6
Specialists
--- Outdoor Markets 0.5 0.5 0.5 0.6 0.4 0.1
--- Other BPC Non- 0.4 0.3 0.4 0.4 0.5 0.4
Grocery Specialists
-- Mixed Retailers 2.2 2.3 2.2 2.3 2.2 2.2
--- Department Stores 2.2 2.3 2.2 2.3 2.2 2.2
--- Mass Merchandisers - - - - - -
--- Variety Stores - - - - - -
--- Warehouse Clubs - - - - - -
Non-Store Retailing 31.3 31.2 30.9 30.7 30.4 30.9
- Direct Selling 31.3 31.1 30.7 30.5 30.1 30.6
- Homeshopping - - - - - -
- Internet Retailing 0.1 0.1 0.1 0.2 0.2 0.3
- Vending - - - - - -
Non-retail channels 0.2 0.2 0.2 0.2 0.2 0.2
- Hair Salons 0.2 0.2 0.2 0.2 0.2 0.2
Total 100.0 100.0 100.0 100.0 100.0 100.0
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
% retail value rsp

BC BS CC DO DP FR
Store-Based Retailing 82.1 87.6 54.1 75.7 97.5 35.9

- Grocery Retailers 73.4 64.7 11.6 68.9 58.2 10.1
-- Modern Grocery 55.0 36.2 10.7 45.2 55.1 10.1
Retailers
--- Convenience Stores 0.0 0.0 0.0 0.0 0.0 0.0
--- Discounters 0.0 0.8 0.0 0.0 0.1 0.0
--- Forecourt Retailers 0.0 0.0 0.0 0.0 0.0 0.0
--- Hypermarkets 22.1 18.7 5.9 24.7 26.7 8.0
--- Supermarkets 32.9 16.8 4.8 20.5 28.3 2.1
-- Traditional Grocery 18.4 28.5 0.9 23.7 3.1 0.0
Retailers
- Non-Grocery Specialists 8.4 21.3 37.7 5.9 36.6 21.4
-- Apparel and Footwear 0.0 0.0 0.0 0.0 0.0 0.0
-- Electronics and 0.0 0.0 0.0 0.0 0.0 0.0
Retailers
-- Health and Beauty 7.8 21.3 37.2 5.8 33.8 21.3
--- Beauty Specialist 0.0 5.7 31.9 1.5 13.7 18.4
Retailers
--- Chemists/Pharmacies 3.9 4.2 0.0 3.7 7.3 2.3
--- Drugstores/ 3.8 11.4 5.3 0.4 12.8 0.2
parapharmacies
--- Other Health and 0.0 0.0 0.0 0.3 0.0 0.5
Beauty Specialist
retailers
-- Home and Garden 0.0 0.0 0.0 0.0 0.0 0.0
--- Homewares and Home 0.0 0.0 0.0 0.0 0.0 0.0
Furnishing Stores
-- Other Non-Grocery 0.6 0.0 0.5 0.1 2.7 0.1
Specialists
--- Outdoor Markets 0.1 0.0 0.5 0.1 1.5 0.1
--- Other BPC Non- 0.5 0.0 0.0 0.0 1.3 0.0
Grocery Specialists
-- Mixed Retailers 0.3 1.6 4.8 0.9 2.7 4.4
--- Department Stores 0.3 1.6 4.8 0.9 2.7 4.4
--- Mass Merchandisers 0.0 0.0 0.0 0.0 0.0 0.0
--- Variety Stores 0.0 0.0 0.0 0.0 0.0 0.0
--- Warehouse Clubs 0.0 0.0 0.0 0.0 0.0 0.0
Non-Store Retailing 17.9 12.4 45.9 24.3 2.5 64.1
- Direct Selling 17.9 12.2 45.7 24.3 2.5 63.4
- Homeshopping 0.0 0.0 0.0 0.0 0.0 0.0
- Internet Retailing 0.0 0.2 0.2 0.0 0.1 0.7
- Vending 0.0 0.0 0.0 0.0 0.0 0.0
Non-retail channels 0.0 0.0 0.0 0.0 0.0 0.0
- Hair Salons 0.0 0.0 0.0 0.0 0.0 0.0
Total 100.0 100.0 100.0 100.0 100.0 100.0
HC MG OC SK SU
Store-Based Retailing 81.5 63.0 97.2 55.2 74.3

- Grocery Retailers 80.7 44.5 77.2 38.5 35.6
-- Modern Grocery 64.3 32.7 54.7 37.5 28.6
Retailers
--- Convenience Stores 0.0 0.0 0.0 0.0 0.0
--- Discounters 0.1 0.0 0.2 0.0 0.0
--- Forecourt Retailers 0.0 0.0 0.0 0.0 0.0
--- Hypermarkets 38.3 18.6 24.7 17.5 14.5
--- Supermarkets 25.8 14.1 29.9 20.0 14.1
-- Traditional Grocery 16.4 11.7 22.5 1.1 7.0

Retailers
- Non-Grocery Specialists 0.8 15.8 19.8 14.1 31.9
-- Apparel and Footwear 0.0 0.0 0.0 0.0 0.0
-- Electronics and 0.0 0.0 0.0 0.0 0.0
Retailers
-- Health and Beauty 0.8 15.2 18.8 13.7 23.4
--- Beauty Specialist 0.0 9.8 0.2 11.0 9.9
Retailers
--- Chemists/Pharmacies 0.0 3.8 11.5 0.1 7.2
--- Drugstores/ 0.4 1.3 7.1 2.5 6.3
parapharmacies
--- Other Health and 0.5 0.3 0.0 0.0 0.0
Beauty Specialist
retailers
-- Home and Garden 0.0 0.0 0.0 0.0 0.0
--- Homewares and Home 0.0 0.0 0.0 0.0 0.0
Furnishing Stores
-- Other Non-Grocery 0.0 0.6 0.9 0.5 8.5
Specialists
--- Outdoor Markets 0.0 0.1 0.0 0.1 0.3
--- Other BPC Non- 0.0 0.5 0.9 0.4 8.1
Grocery Specialists
-- Mixed Retailers 0.0 2.7 0.3 2.5 6.8
--- Department Stores 0.0 2.7 0.2 2.5 6.8
--- Mass Merchandisers 0.0 0.0 0.0 0.0 0.0
--- Variety Stores 0.0 0.0 0.0 0.0 0.0
--- Warehouse Clubs 0.0 0.0 0.0 0.0 0.0
Non-Store Retailing 17.5 37.0 2.8 44.8 25.7
- Direct Selling 17.3 36.6 2.7 44.5 25.5
- Homeshopping 0.0 0.0 0.0 0.0 0.0
- Internet Retailing 0.2 0.4 0.1 0.3 0.1
- Vending 0.0 0.0 0.0 0.0 0.0
Non-retail channels 1.0 0.0 0.0 0.0 0.0
- Hair Salons 1.0 0.0 0.0 0.0 0.0
Total 100.0 100.0 100.0 100.0 100.0
Key: BC = baby and child-specific products; BS = bath and shower; CC = colour cosmetics; DO = deodorants;
DP = depilatories; FR = fragrances; HC = hair care; MG = men’s grooming; OC = oral care; SK = skin
care; SU = sun care
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
COP billion
2018 2019 2020 2021 2022 2023

Products
Bath and Shower 656.1 670.8 678.8 684.2 686.3 684.0
Colour Cosmetics 1,125.7 1,166.1 1,205.0 1,234.6 1,257.0 1,272.7
Deodorants 703.7 715.7 720.1 720.3 718.4 715.0
Depilatories 90.5 90.2 90.2 90.5 90.7 91.3
Fragrances 2,000.7 2,022.0 2,035.3 2,034.6 2,031.8 2,039.9
Hair Care 1,588.0 1,606.8 1,620.9 1,633.3 1,641.0 1,648.4
Men's Grooming 1,795.6 1,832.2 1,867.6 1,895.8 1,926.9 1,960.9

Oral Care 1,459.2 1,520.4 1,566.6 1,600.3 1,626.4 1,639.7
Oral Care Excl Power 1,453.5 1,514.7 1,561.0 1,594.8 1,621.0 1,634.4
Toothbrushes
Skin Care 1,424.5 1,489.6 1,547.6 1,596.4 1,630.2 1,655.0
Sun Care 178.1 188.0 195.6 201.9 207.8 212.2
Premium Beauty and 1,123.8 1,187.8 1,251.6 1,310.3 1,364.9 1,416.6
Personal Care
Prestige Beauty and 1,015.1 - - - - -
Personal Care
Mass Beauty and 7,108.7 7,242.5 7,337.6 7,398.8 7,433.8 7,461.6
Personal Care
Beauty and Personal Care 10,243.0 10,503.7 10,714.4 10,875.6 11,003.0 11,112.2
Source: Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
care and sun care.
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023
% constant value growth

2018/2019 2018-23 CAGR 2018/23 Total

Depilatories -0.3 0.2 0.9
Hair Care 1.2 0.8 3.8
Oral Care 4.2 2.4 12.4
Oral Care Excl Power Toothbrushes 4.2 2.4 12.4
Skin Care 4.6 3.0 16.2
Sun Care 5.5 3.6 19.2
Prestige Beauty and Personal Care - - -
Beauty and Personal Care 2.5 1.6 8.5
trade sources
care and sun care.
SOURCES
Sources used during the research included the following:
Summary 1 Research Sources

Official Sources Banco de La República
Departamento Administrativo
Nacional de Estadistica (DANE)
Departamento Nacional de
Planeación (DNP)
Instituto Nacional de Vigilancia de

Medicamentos y Alimentos (INVIMA)
Spanish Embassy
Superintendencia de Sociedades
Universidad Nacional de Colombia
Trade Associations Asociación Colombiana de Venta

Directa (Acovedi)
Asociación Nacional de
Empresarios (ANDI - Cámara de
Cosmeticos y Aseo)
Confecámaras
Federación Nacional de
Comerciantes (Fenalco)
Fenat
Instituto Español de Comercio

Exterior
MisionPyme
Trade Press Beauty Business News
BW Confidential
Canal RCN
Cosmade.com
Cosmetics Business
Cosmetique News
Dinero
El Espectador
El País
El Tiempo
European Cosmetic Markets
Financial Times
Forbes
Foreign Cos in Emerging Markets

Yearbook
Gazeta Mercantil
Happi Magazine
International Cosmetique News
La Nota Económica
La República
LaNota.com
Latin America News Digest
Mercadodedinero.com
Portafolio
Revista Estetik Pro
Revista Gerente
Soap Perfumery & Cosmetics
The Business
Source: Euromonitor International
BABY AND CHILD-SPECIFIC

PRODUCTS IN COLOMBIA -
CATEGORY ANALYSIS
HEADLINES
▪ Baby and child-specific products posts 6% current value growth in 2018, to reach COP574
billion
▪ Parents are better informed about baby and child-specific products
▪ The average unit price increases in current terms across all categories in baby and child-
specific products in 2018
▪ Johnson & Johnson continues to lead baby and child-specific products, with a 24% value
share in 2018
▪ Over the forecast period, baby and child-specific products is projected to increase at a 6%
current value CAGR (3% CAGR at constant 2018 prices), to reach COP784 billion in 2023
PROSPECTS
Better Informed Parents Support Sales

As the economy is progressing, with expected 3% real GDP growth in 2019, and the
purchasing power of consumers is growing, the baby and child-specific products category is
anticipated to perform well. Parents typically continue to make child-related purchases
regardless of negative economic conditions. Baby care sales are being shaped by increasing
parental concerns about harsh chemicals in baby care products. Parents in the past frequently
based their purchases on word of mouth, but they have become better informed and tend to
research extensively using the internet and social networks before committing to a product.
Manufacturers are focusing on developing products with plant-based ingredients and intense
moisturising features, and on bigger formats.
Baby and Child-specific Sun Care and Skin Care See New Players in
Dermo-cosmetics
International players have found a niche in baby and child-specific sun care with
pharma/therapeutic products. This category has seen slower growth due to the limited
availability of cheaper domestically manufactured brands, as some decided to discontinue
production as consumers typically purchase adult sun protection products in family size formats
once a child reaches the age of three, or when economic performance is poor. Even though the
Colombian climate is tropical, the use of baby and child-specific sun protection tends to be very
seasonal, with only a short sales period. In other categories, such as skin care,
pharma/therapeutic brands have a wider frame to develop specific products for sensitive skin.
Examples include the Mustela Stelatopia line, Aveeno’s eczema therapy and Isdin Nutratopic.
Natural/organic Offerings Gain Visibility

Colombian consumers are tending to look for more natural products, including in baby and
child-specific products. Such products are beginning to appear in baby wipes, which is the
largest category within baby and child-specific products in terms of value. Pequeñin’s Pure Skin
wipes contain 99% water and 1% natural/organic ingredients, reinforcing the concept of “back to
the basics” in the cleansing process.
COMPETITIVE LANDSCAPE
Johnson & Johnson Colombia Leads Baby and Child-specific Products

Johnson & Johnson Colombia was the leading player in baby and child-specific products in
value terms in 2018. The company’s position can be attributed to its strong presence across all
baby and child-specific categories. The company’s share continues to grow, due to its affordable
price range and wide availability, as well as the introduction of new lines, for example featuring
“intense moisturising”. Its strong innovation pipeline makes it difficult for new brands, such as
Dove Baby, to compete.
Belleza Express SA Sees Growth in Share

Belleza Express SA was the third placed company in terms of value sales of baby and child-
specific products in 2018, based on its strength in baby toiletries, in particular in fragrances. The
company is active in terms of promotion and sales of cartoon-related formats, through which it
aims to appeal directly to children. The products are often given as gifts, due to their attractive
packaging designs.
Distribution of Baby and Child-specific Products Is Changing

The distribution of baby and child-specific products is mainly through modern retail channels,
such as supermarkets, hypermarkets and drugstores. The presence of products in the direct
selling channel in the country is strong; however, the channel lost share over much of the review
period, as bigger formats at affordable prices appeared in store-based retailers. It is expected in
the near future that private label products will gain traction within the category, impacting
distribution. Almacenes Exito – one of the largest hypermarket chains – has already launched
private label offerings in baby and child-specific products; however, the products will face strong
competition given the abundance of special offers on branded products.
CATEGORY DATA
Table 11 Sales of Baby and Child-specific Products by Category: Value 2013-2018
COP billion
2013 2014 2015 2016 2017 2018

Hair Care
Skin Care
Sun Care
Toiletries
Baby Wipes 121.3 136.3 145.2 153.9 160.3 168.5

Medicated Baby and - - - - - -
Child-specific Products
Nappy (Diaper) Rash 13.6 14.7 14.8 15.4 17.1 18.9
Treatments
Products
Table 12 Sales of Baby and Child-specific Products by Category: % Value Growth 2013-2018

2017/18 2013-18 CAGR 2013/18 Total
Baby and Child-specific Hair Care 6.8 7.2 41.3

Baby and Child-specific Skin Care 5.2 5.9 33.2
Baby and Child-specific Sun Care 4.3 6.5 37.1
Baby and Child-specific Toiletries 6.0 7.5 43.8
Baby Wipes 5.2 6.8 38.9
Medicated Baby and Child-specific - - -
Products
Nappy (Diaper) Rash Treatments 10.7 6.9 39.4
Table 13 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2013-2018
% retail value rsp

2013 2014 2015 2016 2017 2018
Mass 98.5 98.5 98.5 98.5 98.5 98.5

Premium 1.5 1.5 1.5 1.5 1.5 1.5
Total 100.0 100.0 100.0 100.0 100.0 100.0
Table 14 NBO Company Shares of Baby and Child-specific Products: % Value 2014-2018
% retail value rsp

Company 2014 2015 2016 2017 2018

Colombia SA
Sancela SA
Colombiana Kimberly- 5.8 5.6 5.3 5.2 4.9
Colpapel SA
Belstar SA 2.3 1.9 2.0 2.0 2.0
Alicorp Colombia SA 2.1 1.7 1.4 1.2 1.2

Ltda
Colombia SA
Cero Ltda, Laboratorios 0.3 0.3 0.3 0.4 0.4
Biomana Colombia SAS 0.7 0.6 0.6 0.4 0.3
Laboratorio Franco 0.3 0.2 0.2 0.2 0.2
Colombiano Lafrancol SAS
Laboratorios Remo Ltda 0.1 0.1 0.1 0.1 0.2
Fiammé SA 0.1 0.0 0.0 0.0 0.0
Bristol-Myers Squibb de 0.0 - - - -
Colombia Ltda
Schering-Plough de - - - - -
Colombia SA
Propersa Ltda, - - - - -
Laboratorios
Private Label 1.7 1.6 1.7 2.3 2.8
Others 18.3 17.7 16.6 17.2 17.2
Total 100.0 100.0 100.0 100.0 100.0
Table 15 LBN Brand Shares of Baby and Child-specific Products: % Value 2015-2018
% retail value rsp


Inc)
Sancela SA
Arrurru Belleza Express SA 5.5 6.0 6.2 6.4
Huggies (Kimberly- Colombiana Kimberly- 5.6 5.3 5.2 4.9
Clark Corp) Colpapel SA
Winny Tecnoquímicas SA 4.2 4.1 4.1 4.0
Avon Disney (Avon Avon Colombia Ltda 2.7 3.2 2.9 2.6
Products Inc)
Belcorp)
Yanbal Group)
Baby Soft (Alicorp Alicorp Colombia SA 1.7 1.4 1.2 1.2
SAA)
Crema No 4 Tecnoquímicas SA 1.0 0.9 1.0 1.0
Dove Baby (Unilever Unilever Andina 0.8 0.9 0.9 0.9
Group) Colombia SA
Sundown (Johnson & Johnson & Johnson de 0.7 0.7 0.7 0.7
Johnson Inc) Colombia SA
Tanga Kids Laboratorios Recamier Ltda 0.6 0.6 0.7 0.7
Avon Barbie (Avon Avon Colombia Ltda 1.6 1.1 0.8 0.6
Products Inc)
Nivea Baby Beiersdorf (Colombia) SA 0.5 0.5 0.5 0.5
(Beiersdorf AG)
Avon Care (Avon Avon Colombia Ltda - 0.0 0.5 0.5
Products Inc)
Crema Cero Cero Ltda, Laboratorios 0.3 0.3 0.4 0.4
Desitin (Johnson & Johnson & Johnson de 0.3 0.3 0.3 0.3
Pequeñin (Essity AB) Productos Familia - - 0.3 0.3
Sancela SA
Mustela Biomana Colombia SAS 0.6 0.6 0.4 0.3
(Expanscience SA,
Laboratoires)
Avon Marvel (Avon Avon Colombia Ltda 1.2 0.6 0.2 0.3
Products Inc)
Bethene (Bayer AG) Bayer de Colombia SA 0.2 0.2 0.3 0.3
Muss Baby Laboratorios Recamier Ltda 0.2 0.2 0.2 0.3
Inotyol (Mylan Inc) Laboratorio Franco 0.2 0.2 0.2 0.2
Sun Pro Kids Belleza Express SA 0.2 0.2 0.2 0.2
Metatitane Laboratorios Remo Ltda 0.1 0.1 0.1 0.2
Banana Boat Eveready de Colombia SA 0.2 0.1 0.1 0.1
(Edgewell Personal
Care Brands LLC)
Oriflame (Oriflame Oriflame de Colombia SA 0.1 0.0 0.0 0.0
Cosmetics SA)
Globell Fiammé SA 0.0 0.0 0.0 0.0
Avon Sun (Avon Avon Colombia Ltda 0.4 0.2 0.0 -
Products Inc)
Sancela SA
Cosméticos SA)
Pequeñin (SCA Group) Productos Familia 0.2 0.3 - -
Sancela SA
Avon Baby (Avon Avon Colombia Ltda 0.1 0.1 - -
Products Inc)
Private label Private Label 1.6 1.7 2.3 2.8
Others Others 23.6 23.3 23.7 23.4
Total Total 100.0 100.0 100.0 100.0
Table 16 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2015-2018
% retail value rsp


Inc)
Arrurru Belleza Express SA 15.6 15.7 16.3 17.2
Belcorp)
(Expanscience SA,
Laboratoires)
Baby Soft (Alicorp Alicorp Colombia SA 3.1 2.6 2.2 2.0
SAA)
Avon Disney (Avon Avon Colombia Ltda 2.1 1.8 1.2 1.2
Products Inc)
Avon Care (Avon Avon Colombia Ltda - - 1.2 0.9
Products Inc)
Avon Barbie (Avon Avon Colombia Ltda 0.6 - 0.2 0.3
Products Inc)
Cosmetics SA)
Cosméticos SA)
Avon Baby (Avon Avon Colombia Ltda 0.5 1.1 - -
Products Inc)
Avon Sun (Avon Avon Colombia Ltda - 0.4 - -
Products Inc)
Others Others 17.9 15.3 16.2 15.5
Total Total 100.0 100.0 100.0 100.0
Table 17 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2015-2018
% retail value rsp

Sundown Baby Johnson & Johnson de 20.8 22.4 23.2 23.4

Inc)
(Beiersdorf AG)
Banana Boat for Eveready de Colombia SA 5.5 4.5 4.2 4.2
Babies (Edgewell
Personal Care
Brands LLC)
Avon Care (Avon Avon Colombia Ltda - 0.6 1.8 1.7
Products Inc)
Yanbal Group)
Zahara Kids Cosmepop Ltda 1.1 1.1 1.1 1.1
Nude Block Kids Prebel SA 2.2 2.3 1.8 1.0
Australian Gold Fedco SA 0.7 0.8 0.8 0.8
Baby (Australian
Gold SA)
Products Inc)
Cosméticos SA)
Peter Island Kids Amway Colombia SA - - - -
Sunblock (Amway Corp)
Banana Boat for Eveready de Colombia SA - - - -
Babies (Energizer
Holdings Inc)
Coppertone Kids Schering-Plough de - - - -
(Merck & Co Inc) Colombia SA
Coppertone Water Schering-Plough de - - - -
Babies (Merck & Co Colombia SA
Inc)
Others Others 14.8 18.8 18.9 19.5

Total Total 100.0 100.0 100.0 100.0
Table 18 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2015-2018
% retail value rsp


(Expanscience SA,
Laboratoires)
Others Others 57.4 58.5 75.8 81.8
Total Total 100.0 100.0 100.0 100.0
Table 19 Forecast Sales of Baby and Child-specific Products by Category: Value 2018-2023
COP billion
2018 2019 2020 2021 2022 2023

Hair Care
Skin Care
Sun Care
Toiletries
Baby Wipes 168.5 177.4 181.0 184.2 187.1 189.9
Medicated Baby and - - - - - -
Child-specific Products
Nappy (Diaper) Rash 18.9 20.0 21.1 22.1 23.2 24.2
Treatments
Products
trade sources
Table 20 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth
2018-2023

2018/2019 2018-23 CAGR 2018/23 Total
Baby and Child-specific Hair Care 2.0 3.9 21.2

Baby and Child-specific Skin Care 0.6 2.7 14.3
Baby and Child-specific Toiletries 1.4 3.3 17.6
Baby Wipes 5.2 2.4 12.7
Medicated Baby and Child-specific - - -
Products
Nappy (Diaper) Rash Treatments 5.8 5.0 27.8

trade sources
Table 21 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value
2018-2023
% retail value rsp

2018 2019 2020 2021 2022 2023
Mass 98.5 98.5 98.5 98.5 98.5 98.5

Premium 1.5 1.5 1.5 1.5 1.5 1.5
Total 100.0 100.0 100.0 100.0 100.0 100.0
trade sources
BATH AND SHOWER IN COLOMBIA -

CATEGORY ANALYSIS
HEADLINES
▪ Bath and shower posts 5% current value growth in 2018, to reach COP656 billion
▪ Growth in beauty and personal care specialist retailers leads new brands to enter the market
▪ The average unit price increases slightly in current value terms across all bath and shower
categories in 2018
▪ Colgate-Palmolive leads bath and shower in 2018, with a 19% value share
▪ Over the forecast period, bath and shower is projected to increase at a 4% current value
CAGR (1% CAGR at constant 2018 prices), to reach COP797 billion in 2023
PROSPECTS
Consumers Are Increasingly Looking To Get the Best Deal

Although the Colombian economy started to post a stronger performance in 2018, consumers
remain cautious and are choosing products that offer the best cost-benefit ratio, and those
brands that are offering promotions, multipacks and deals such as buy-three-get-one-free.
Variety stores and discounters, which offer consumers branded products at lower prices, have
thrived in several beauty and personal care categories. Brands are expected to innovate to bring
added-value to their products, in order to differentiate their offerings in other ways than just
price.
Bath and Shower Is Predicted To Continue To See Growth

Sales of bath and shower are projected to increase in value terms over the forecast period.
Sales of talcum powder are, however, predicted to decline at constant 2018 prices, as there are
concerns with the product being associated with ovarian cancer.
Growth in the category will be driven by products for use in the shower, due to consumers’
strong preference for showers over baths, which are not commonly found in households and are
considered aspirational, thereby limiting the category’s potential for growth. Bar soap continues
to be the largest category, while other categories, like shower gel and liquid soap, have only
small shares; however, both shower gel and liquid soap continue to witness significant growth,
as consumers demand added benefits, such as moisturising and repair features, on top of
scents and antibacterial properties. Liquid soap continues to see the development of refill
packaging, making the products less expensive and thus attractive to consumers with restricted
budgets. Innovative packaging formats will stimulate demand, as they upgrade the value
proposition in bath and shower.
New Product Developments Focus on Ingredients and Packaging

As in other product categories, consumers of bath and shower care are becoming more
educated regarding the range of products available. The trend internationally has moved
towards natural and organic products, and the Colombian market is increasingly focused on the
use of on-trend ingredients, such as milk, honey, aloe vera, nuts, omega-3 and essential oils,
and avoiding chemicals such as sulphates, parabens and silicone, as consumers have become
much more aware of the impact of them on health and wellbeing. The development of bath and
shower products with new scents and textures, and different pack types, for example mini-size
and family-size formats, will have a positive impact on sales.
A Very Fragmented Category

The bath and shower category is led by Colgate-Palmolive & Co, Unilever Andina Colombia
SA and Bayer de Colombia SAS, owing to their strong presence in most bath and shower
categories, especially body wash/shower gel and liquid soap, which saw the fastest sales
growth in 2018, and talcum powder. The rest of the category is very fragmented. With an
expected rise in consumers’ disposable incomes, improvements in the quality of life and growth
in beauty specialist outlets, consumers are likely to change their purchasing patterns and trade
up.
Bath and Shower Continues To Be Dominated by Mass Products

Bath and shower products is one of the key categories where Colombian manufacturers can
compete to some extent with multinational brands. Local companies have the capacity to offer
consumers a wide range of low-cost products. This has helped hard discounters strengthen their
distribution share, while putting pressure on direct sales players, which have lost share in this
category.
Organic and Natural-based Offerings See Growth

The number of brands innovating and developing new products has increased the range of
organic and natural-based products available. Nosotras, Levante, Protex and some exclusive
branded products sold by hypermarket and supermarket chains have increased their offerings,
driven by rising consumer awareness of personal care and increasing per capita incomes.
Intimate wipes is a relatively new category in the country and accounts for only a small value
share, owing in part to limited distribution. Nosotras has been pairing its intimate wipes with its
intimate soap in an attempt to increase awareness amongst women about their convenience of
use, especially on-the-go.
CATEGORY DATA
Table 22 Sales of Bath and Shower by Category: Value 2013-2018
COP billion
2013 2014 2015 2016 2017 2018
Bar Soap 274.3 282.2 286.1 300.7 330.1 342.9

Bath Additives 11.6 12.3 12.2 12.7 13.4 14.2
Body Wash/Shower Gel 20.3 23.4 26.1 28.2 30.8 34.3
Intimate Hygiene 43.2 51.4 61.1 65.7 70.2 74.1
- Intimate Washes 39.6 47.2 55.4 58.2 60.4 62.4
- Intimate Wipes 3.6 4.2 5.7 7.5 9.8 11.7
Liquid Soap 60.1 62.6 68.7 72.9 75.8 79.6
Talcum Powder 74.4 83.3 94.5 100.8 104.9 111.0
Bath and Shower 483.9 515.4 548.6 581.0 625.1 656.1
Table 23 Sales of Bath and Shower by Category: % Value Growth 2013-2018

2017/18 2013-18 CAGR 2013/18 Total
Bar Soap 3.9 4.6 25.0

Bath Additives 6.6 4.1 22.3
Body Wash/Shower Gel 11.4 11.0 68.5
Intimate Hygiene 5.6 11.4 71.7
- Intimate Washes 3.3 9.5 57.7
- Intimate Wipes 19.2 26.7 226.0
Liquid Soap 5.1 5.8 32.5
Talcum Powder 5.7 8.3 49.2
Table 24 Sales of Bath and Shower by Premium vs Mass: % Value 2013-2018
% retail value rsp

2013 2014 2015 2016 2017 2018
Mass 98.8 98.8 98.2 97.9 97.8 97.8

Premium 1.2 1.2 1.8 2.1 2.2 2.2
Total 100.0 100.0 100.0 100.0 100.0 100.0
Table 25 NBO Company Shares of Bath and Shower: % Value 2014-2018
% retail value rsp

Company 2014 2015 2016 2017 2018

Unilever Andina 15.1 12.3 11.7 12.3 11.9
Colombia SA
Colombia SA
Azul K SA 3.1 3.5 4.4 6.6 6.6
Detergentes SA 3.3 3.5 3.5 3.5 3.4
Sancela SA
Sanofi-Aventis Pharma SA 2.2 2.3 2.3 2.3 2.2
Almacenes Éxito SA 1.9 1.8 1.7 1.7 1.7
Fiammé SA 2.0 1.6 1.4 1.2 1.2
Ltda
Casa Luker SA 1.2 1.2 1.2 1.1 1.0
Colombia SA
Inversiones Coreca SAS 1.1 1.1 0.9 0.8 0.8
Colpapel SA
Reckitt Benckiser de 1.5 1.5 1.2 0.7 0.6
Colombia SA
Provenzal Ltda 0.5 0.6 0.7 0.6 0.5
Hada SA 0.3 0.3 0.3 0.5 0.5
Prebel SA 0.3 0.4 0.4 0.4 0.4
Supertiendas & 0.3 0.4 0.4 0.4 0.4
Droguerías Olímpica SA
Fedco SA 0.3 0.4 0.4 0.4 0.4
Swissjust Latinoamérica 0.2 0.2 0.3 0.3 0.3
SA
Quala SA 0.7 0.8 0.9 - -
Others 8.1 8.1 7.5 7.7 9.1
Total 100.0 100.0 100.0 100.0 100.0
Table 26 LBN Brand Shares of Bath and Shower: % Value 2015-2018
% retail value rsp


Palmolive Co)
Mexsana (Bayer AG) Bayer de Colombia SA 6.5 7.4 7.7 7.8
Inc)
Rexona (Unilever Unilever Andina 4.9 4.6 4.5 4.5
Group) Colombia SA
Palmolive (Colgate- Colgate-Palmolive & Cia 4.4 4.3 4.1 4.1
Palmolive Co)
Dove (Unilever Group) Unilever Andina 3.7 3.7 3.6 3.5
Colombia SA
Dorado (Grasco Group) Detergentes SA 3.5 3.5 3.5 3.4
Carey Azul K SA 2.1 2.8 3.3 3.3
Lak Azul K SA 1.5 1.6 3.3 3.3
Aromasense Belleza Express SA 2.8 2.9 2.8 2.8
Lux (Unilever Group) Unilever Andina 2.8 2.6 2.5 2.5
Colombia SA
Nosotras (Essity AB) Productos Familia - - 2.1 2.4
Sancela SA
Lactacyd (Sanofi) Sanofi-Aventis Pharma SA 2.3 2.3 2.3 2.2
Lady Mexsana (Bayer Bayer de Colombia SA 2.2 2.1 2.2 2.2
AG)
Co KGaA)
Éxito (Private Label) Almacenes Éxito SA 1.8 1.7 1.7 1.7

Avon Simply Avon Colombia Ltda 2.9 2.6 2.0 1.6
Delicate (Avon
Products Inc)
Neko (Pfizer Inc) Johnson & Johnson de 1.8 1.8 1.6 1.5
Colombia SA
Sanity Belleza Express SA 1.9 1.8 1.4 1.4
Fiammé Jabón Fiammé SA 1.5 1.4 1.2 1.1
Antibacterial
Cristalino Casa Luker SA 1.2 1.2 1.1 1.0
Camay (Unilever Procter & Gamble de 1.2 1.2 1.0 0.9
Group) Colombia SA
Johnson's (Johnson Johnson & Johnson de 0.6 0.9 0.9 0.9
Savital (Unilever Unilever Andina - - 0.9 0.9
Group) Colombia SA
Bacterion Laboratorios Recamier Ltda 0.8 0.9 0.8 0.8
Cosmetics SA)
Poise (Kimberly- Colombiana Kimberly- 0.9 0.8 0.6 0.6
Clark Corp) Colpapel SA
Natura Higeia Natura Cosméticos Ltda - - 0.6 0.6
(Natura&Co)
Cosméticos SA)
Nosotras (SCA Group) Productos Familia 1.7 2.0 - -
Sancela SA
Savital Quala SA 0.8 0.9 - -
(Private Label)
Others Others 18.5 17.5 16.2 17.0
Total Total 100.0 100.0 100.0 100.0
Table 27 LBN Brand Shares of Premium Bath and Shower: % Value 2015-2018
% retail value rsp

Arden for Men Prebel SA - 18.7 19.0 19.6

(Revlon Inc)
Just (JUST Schweiz Swissjust Latinoamérica 11.8 12.9 13.2 14.9
AG) SA
L'Occitane Jabón Provenzal Ltda 22.3 20.8 15.0 13.4
Karité (L'Occitane
International SA)
L'Occitane Provenzal Ltda 10.6 12.0 10.6 10.9
(L'Occitane
International SA)
Arden for Men Prebel SA 19.5 - - -
(Elizabeth Arden Inc)
Elizabeth Arden Prebel SA - - - -
Heno de Pravia Puig SL - - - -
Heno de Pravia Body Puig SL - - - -
Wash
Others Others 35.9 35.7 42.2 41.2
Total Total 100.0 100.0 100.0 100.0
Table 28 Forecast Sales of Bath and Shower by Category: Value 2018-2023
COP billion
2018 2019 2020 2021 2022 2023
Bar Soap 342.9 349.3 351.0 352.0 349.9 343.9

Bath Additives 14.2 14.9 15.5 15.8 16.2 16.3
Body Wash/Shower Gel 34.3 36.1 37.4 38.5 39.9 41.1
Intimate Hygiene 74.1 76.3 79.1 82.5 86.5 91.0
- Intimate Washes 62.4 63.9 66.0 68.9 72.5 76.6
- Intimate Wipes 11.7 12.4 13.1 13.6 14.0 14.3
Liquid Soap 79.6 82.4 84.4 85.5 85.7 86.3
Talcum Powder 111.0 111.9 111.5 109.9 108.2 105.4
Bath and Shower 656.1 670.8 678.8 684.2 686.3 684.0
trade sources
Table 29 Forecast Sales of Bath and Shower by Category: % Value Growth 2018-2023

2018/2019 2018-23 CAGR 2018/23 Total
Bar Soap 1.9 0.1 0.3

Bath Additives 4.5 2.8 14.7
Body Wash/Shower Gel 5.3 3.7 19.9
Intimate Hygiene 2.9 4.2 22.7
- Intimate Washes 2.4 4.2 22.9
- Intimate Wipes 5.6 4.1 22.0
Liquid Soap 3.5 1.6 8.4
Talcum Powder 0.8 -1.0 -5.0
trade sources
Table 30 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2018-2023
% retail value rsp

2018 2019 2020 2021 2022 2023
Mass 97.8 97.8 97.8 97.8 97.8 97.8

Premium 2.2 2.2 2.2 2.2 2.2 2.2
Total 100.0 100.0 100.0 100.0 100.0 100.0
trade sources
COLOUR COSMETICS IN COLOMBIA -

CATEGORY ANALYSIS
HEADLINES
▪ Colour cosmetics posts 6% current value growth in 2018, to reach COP1.1 trillion
▪ In 2018, new product innovations and social media influencers drive growth in colour
cosmetics
▪ A focus on products offering value for money slows growth in the average unit price in 2018
▪ Laboratorios de Cosmeticos Vogue SA leads colour cosmetics, with a 17% value share in
2018
▪ Over the forecast period, colour cosmetics is projected to increase at a 6% current value
CAGR (3% CAGR at constant 2018 prices), to reach COP1.5 trillion in 2023
PROSPECTS
Colour Cosmetics Is Set To See A Positive Performance Over the

Forecast Period
Colour cosmetics is projected to increase in value terms at current prices over the forecast
period, with all categories expected to see positive performances. Colour cosmetics is benefiting
from growing interest in, and access to social media networks, which can bring consumers
closer to make-up trends and techniques, making them an everyday routine. Beauty influencers
and celebrities’ social channels have become a key tool for millennials to learn about and
assess new make-up products, as well as being a link between brands and e-commerce.
Companies and online stores beauty stores are expected to continue to invest in their digital
strategies, as the path to reaching consumers is less complex than it once was. Companies are
partnering with beauty bloggers to promote their product lines, such as Burt’s Bees and Cetaphil
with Kathy Gomez, Note Cosmetics Colombia with Mabel Cartagena. The bloggers Tuti Vargas
and Paula Galindo have achieved a sufficiently large follower base to launch their own make-up
lines. Beauty brands are striving to reach Generation Z – typically a socially-aware consumer
group – through products such as cruelty-free and vegan make-up.
Rather than sticking to basic make-up routines, consumers are expected to adopt more
sophisticated regimes, with numerous colours and the usage of make-up brushes. Players are
expected to launch on-trend products and formats to remain relevant to consumers in this fast-
moving category.
Consumers Focusing on Eye Make-up

Earlier in the review period, the Colombian market was focused on lip products, which is the
second largest category in colour cosmetics. However, a rising number of consumers have
shifted towards eye make-up, which posted the fastest growth in 2018. One of the main factors
in the growth of eye make-up is the influence of the growing number of online tutorials giving
consumers a better understanding of the proper application of products and shade
combinations. Some influencers are encouraging consumers to become playful with shades and
find their own style using different colours and formats, such as gel, crayon and powder. In the
future, companies are expected to continue investing in innovative products in terms of formats
and colours within eye make-up, as consumers have shown they are open to trying new high
quality eye make-up in their daily routines.
Drugstores and Beauty Specialist Gain Ground

Over the forecast period, drugstores and beauty specialist retailers, such as Farmatodo and
Cromantic, will become increasingly important distribution channels in colour cosmetics,
supported by a rising number of outlets and wider product offerings in all colour cosmetics
categories. Farmatodo and Cromantic are known as go-to destinations for affordable colour
cosmetics, as well as premium brands. They frequently offer price discounts as part of
campaigns for specific categories or brands.
Laboratorios De Cosmeticos Vogue SA Leads Colour Cosmetics

Laboratorios de Cosmeticos Vogue SA was the leading player in colour cosmetics in value
terms in 2018. The company has a wide portfolio, with brands across all colour cosmetics
categories. Its products are widely available through key distribution channels, such as
drugstores, beauty specialist retailers and hypermarkets. The brand is attempting to reach out to
consumers using digital channel; for example, it has developed the option to try different
products virtually by using a smartphone camera to provide a preview.
Launch of New Brands at Stand-alone Outlets

La Riviera has lost its position as the largest premium make-up, skin treatment and fragrance
chain in Colombia, thus companies in the Colombian market have had to reposition their brands
and make choices regarding their distribution partners in the country. Beauty specialist retailers
are expected to gain ground in colour cosmetics, with growth driven by expansion in outlet
numbers and by the introduction of new brands, such as Miniso and Tonymoly. The Japanese
chain Miniso opened its first store at the end of August 2018, and is predicted to close 2019 with
80 outlets in five of the largest cities in the country. Miniso operates in technology, home,
kitchen, fitness, apparel, and health and beauty. In health and beauty it is focused on vegan
cosmetics from Germany, offering good quality at competitive prices. The Tonymoly brand from
South Korea focuses on skin care routines to maintain a healthy, hydrated and youthful
appearance. It is gradually increasing its range of make-up, with products made using natural
ingredients such as green, black and white tea, rice proteins, mineralised volcanic earth, aloe
vera and vitamin C. South Korean cosmetics have been successful globally for some years.
Product Innovation Is Key To Growth

In order to remain relevant in this fast-moving category, L’Oréal, which has the brands Vogue,
Maybelline and NYX Cosmetics, among others, under its umbrella, has invested heavily in new
product innovation. In 2018, for example, Maybelline launched its new Superstay Matte Ink
lipstick, Total Temptation washable mascara and Superstay 24-hour foundation. L’Oréal
experienced a setback during the review period, when it decided to close Urban Decay stand-
alone outlet in Bogota, and has not yet confirmed whether it is going to withdraw the brand or
reposition it with a distribution partner.
CATEGORY DATA
Table 31 Sales of Colour Cosmetics by Category: Value 2013-2018
COP billion
2013 2014 2015 2016 2017 2018
Eye Make-Up 255.0 272.7 286.9 314.9 330.0 364.8

- Eye Liner/Pencil 64.2 68.3 71.9 73.9 79.0 85.5
-- Premium Eye Liner/ 3.9 4.3 4.4 4.9 5.3 6.4
Pencil
-- Mass Eye Liner/Pencil 60.2 64.0 67.5 69.0 73.7 79.1
- Eye Shadow 99.2 106.4 112.1 128.1 109.5 122.6
-- Premium Eye Shadow 9.7 10.9 12.0 13.9 14.1 15.0
-- Mass Eye Shadow 89.4 95.4 100.1 114.2 95.4 107.6
- Mascara 61.9 65.7 69.8 75.3 86.5 95.8
-- Premium Mascara 8.9 9.1 10.3 11.9 12.9 14.1
-- Mass Mascara 52.9 56.5 59.5 63.5 73.7 81.7
- Other Eye Make-Up 29.8 32.4 33.1 37.6 55.0 60.8
-- Premium Other Eye 5.0 5.4 5.5 7.8 14.2 8.6
Make-Up
-- Mass Other Eye Make-Up 24.8 27.0 27.5 29.8 40.8 52.3
Facial Make-Up 190.6 205.0 216.3 233.4 243.1 250.6
- BB/CC Creams - 1.5 2.6 3.9 4.5 4.1
-- Premium BB/CC Creams - 0.0 0.1 0.2 0.5 0.5
-- Mass BB/CC Creams - 1.5 2.5 3.7 4.0 3.6
- Blusher/Bronzer/ 36.6 38.8 40.9 42.7 44.8 49.5
Highlighter
-- Premium Blusher/ 6.4 7.3 7.9 9.0 11.6 14.5
Bronzer/Highlighter
-- Mass Blusher/Bronzer/ 30.1 31.5 33.0 33.7 33.2 35.1
Highlighter
- Foundation/Concealer 64.4 68.5 72.4 76.3 73.2 71.7
-- Premium Foundation/ 3.7 4.6 5.0 7.8 11.2 13.0
Concealer
-- Mass Foundation/ 60.7 63.9 67.4 68.5 62.0 58.7
Concealer
- Powder 56.2 59.2 64.3 73.6 82.8 94.0
-- Premium Powder 7.9 8.5 9.2 11.8 15.6 17.0
-- Mass Powder 48.3 50.8 55.2 61.8 67.2 77.0
- Other Facial Make-Up 33.5 37.1 36.2 36.8 37.8 31.3
-- Premium Other Facial 1.0 1.1 1.1 2.8 5.8 5.0
Make-Up
-- Mass Other Facial 32.5 35.9 35.1 34.1 32.0 26.3
Make-Up
Lip Products 184.4 206.7 219.5 239.4 264.8 286.6
- Lip Gloss 43.1 48.2 51.2 54.6 59.1 61.6
-- Premium Lip Gloss 1.6 4.1 4.1 4.5 5.3 5.8
-- Mass Lip Gloss 41.5 44.1 47.1 50.1 53.8 55.8
- Lip Liner/Pencil 14.0 19.1 19.4 20.7 22.2 23.6
-- Premium Lip Liner/ 2.8 7.2 7.0 7.7 8.8 9.2
Pencil
-- Mass Lip Liner/Pencil 11.2 11.9 12.4 13.0 13.4 14.4
- Lipstick 119.5 130.9 140.0 154.7 173.5 190.6
-- Premium Lipstick 9.2 13.4 13.5 15.9 19.5 21.5
-- Mass Lipstick 110.3 117.5 126.5 138.8 154.0 169.0
- Other Lip Products 7.9 8.5 8.9 9.4 10.0 10.7
-- Premium Other Lip 1.3 1.4 1.5 1.6 1.8 1.9
Products
-- Mass Other Lip 6.6 7.1 7.4 7.8 8.2 8.8
Products
Nail Products 162.9 164.1 178.0 186.2 177.3 165.9
- Nail Polish 65.7 66.7 72.6 77.7 65.9 51.0
-- Premium Nail Polish - - - - - -
-- Mass Nail Polish 65.7 66.7 72.6 77.7 65.9 51.0
- Nail Treatments/ 38.7 37.9 40.7 41.1 41.9 42.5
Strengthener
-- Premium Nail - - - - - -
Treatments/Strengthener
-- Mass Nail Treatments/ 38.7 37.9 40.7 41.1 41.9 42.5
Strengthener
- Polish Remover 53.9 55.2 59.9 62.2 64.1 66.7
-- Premium Polish Remover - - - - - -
-- Mass Polish Remover 53.9 55.2 59.9 62.2 64.1 66.7
- Other Nail Products 4.6 4.5 4.9 5.1 5.4 5.7
-- Premium Other Nail 0.4 0.4 0.5 0.5 0.5 0.6
Products
-- Mass Other Nail 4.2 4.0 4.4 4.6 4.8 5.1
Products
Colour Cosmetics Sets/ 47.2 49.3 56.0 55.6 56.4 57.8
Kits
- Premium Colour - - 5.6 7.8 8.2 8.6
Cosmetics Sets/Kits
- Mass Colour Cosmetics 47.2 49.3 50.4 47.8 48.2 49.2
Sets/Kits
Colour Cosmetics 840.3 897.8 956.7 1,029.5 1,071.6 1,125.7
Table 32 Sales of Colour Cosmetics by Category: % Value Growth 2013-2018

2017/18 2013-18 CAGR 2013/18 Total
Eye Make-Up 10.6 7.4 43.0

- Eye Liner/Pencil 8.3 5.9 33.3
-- Premium Eye Liner/Pencil 21.3 10.3 63.2
-- Mass Eye Liner/Pencil 7.4 5.6 31.4
- Eye Shadow 12.0 4.3 23.6
-- Premium Eye Shadow 6.7 9.1 54.3
-- Mass Eye Shadow 12.8 3.8 20.3
- Mascara 10.8 9.1 54.9
-- Premium Mascara 9.6 9.6 58.0
-- Mass Mascara 11.0 9.1 54.4
- Other Eye Make-Up 10.6 15.3 103.9
-- Premium Other Eye Make-Up -39.4 11.5 72.1
-- Mass Other Eye Make-Up 27.9 16.0 110.3
Facial Make-Up 3.1 5.6 31.5
- BB/CC Creams -8.0 - -
-- Premium BB/CC Creams 11.1 - -
-- Mass BB/CC Creams -10.2 - -
- Blusher/Bronzer/Highlighter 10.5 6.3 35.5
-- Premium Blusher/Bronzer/Highlighter 24.7 17.6 125.4
-- Mass Blusher/Bronzer/Highlighter 5.5 3.1 16.3
- Foundation/Concealer -2.0 2.2 11.3
-- Premium Foundation/Concealer 16.2 28.5 250.6
-- Mass Foundation/Concealer -5.3 -0.7 -3.3
- Powder 13.5 10.8 67.4
-- Premium Powder 8.6 16.6 115.6
-- Mass Powder 14.6 9.8 59.5

- Other Facial Make-Up -17.2 -1.4 -6.6
-- Premium Other Facial Make-Up -14.1 37.4 389.7
-- Mass Other Facial Make-Up -17.7 -4.1 -19.0
Lip Products 8.2 9.2 55.4
- Lip Gloss 4.3 7.4 42.9
-- Premium Lip Gloss 8.7 29.1 258.4
-- Mass Lip Gloss 3.9 6.1 34.6
- Lip Liner/Pencil 6.4 11.0 68.8
-- Premium Lip Liner/Pencil 4.3 26.8 227.9
-- Mass Lip Liner/Pencil 7.8 5.2 28.8
- Lipstick 9.9 9.8 59.5
-- Premium Lipstick 10.6 18.6 134.2
-- Mass Lipstick 9.8 8.9 53.3
- Other Lip Products 7.4 6.4 36.6
-- Premium Other Lip Products 8.7 7.8 45.5
-- Mass Other Lip Products 7.1 6.1 34.7
Nail Products -6.5 0.4 1.8
- Nail Polish -22.6 -4.9 -22.4
-- Premium Nail Polish - - -
-- Mass Nail Polish -22.6 -4.9 -22.4
- Nail Treatments/Strengthener 1.3 1.9 9.6
-- Premium Nail Treatments/Strengthener - - -
-- Mass Nail Treatments/Strengthener 1.3 1.9 9.6
- Polish Remover 4.0 4.4 23.7
-- Premium Polish Remover - - -
-- Mass Polish Remover 4.0 4.4 23.7
- Other Nail Products 6.0 4.4 24.0
-- Premium Other Nail Products 6.0 5.4 30.0
-- Mass Other Nail Products 6.0 4.3 23.3
Colour Cosmetics Sets/Kits 2.4 4.1 22.3
- Premium Colour Cosmetics Sets/Kits 4.5 - -
- Mass Colour Cosmetics Sets/Kits 2.0 0.8 4.1
Table 33 NBO Company Shares of Colour Cosmetics: % Value 2014-2018
% retail value rsp

Company 2014 2015 2016 2017 2018
Laboratorios de 17.5 18.5 19.4 17.9 17.0

Belstar SA 11.5 10.8 10.2 10.1 10.8
Prebel SA 6.4 6.8 6.6 6.9 7.7
Cerescos Ltda 5.3 6.0 5.6 5.1 4.6
Laboratorios Smart SA 3.0 3.1 3.3 3.2 3.1
Mary Kay Perú SRL - - 0.7 0.9 1.0
Hartung & Cía SA 1.3 1.2 1.1 1.0 0.9
MAC Cosmetics - - 0.2 0.6 0.6
Percos SA 0.5 0.5 0.7 0.7 0.6

LVMH Moët Hennessy - - 0.2 0.3 0.3
Louis Vuitton SA
Zafarco Comercial SA - - 0.2 0.2 0.3
Laboratorios Recamier - 0.3 0.3 0.3 0.3
Ltda
Perfumes y Cosméticos - - 0.2 0.3 0.3
Internacionales SA
Colombia SA
Omnilife SA de CV, Grupo - - 0.1 0.1 0.1
Fedco SA 0.1 0.0 0.0 0.1 0.1
Valmy de Colombia SAS 0.2 0.1 0.1 0.1 0.1
Bardot Ltda 0.1 0.1 0.1 0.1 0.1
Semco SA 0.0 0.0 0.0 0.0 0.0
Laboratorios Ghen de 0.0 0.0 0.0 0.0 0.0
Colombia Ltda
Mercantil de Belleza SA 0.0 0.0 0.0 - -
Others 16.6 16.9 16.5 17.1 17.6
Total 100.0 100.0 100.0 100.0 100.0
Table 34 LBN Brand Shares of Colour Cosmetics: % Value 2015-2018
% retail value rsp


Yanbal Group)
Belcorp)
Maybelline (L'Oréal L'Oréal PROBECOL SA 2.7 4.0 4.2 4.9
Groupe)
Masglo Cerescos Ltda 6.0 5.6 5.1 4.6
Belcorp)
Avon True (Avon Avon Colombia Ltda 0.2 0.8 2.5 3.4
Products Inc)
Avon Color Trend Avon Colombia Ltda 3.8 3.6 3.4 3.1
(Avon Products Inc)
Estée Lauder Estée Lauder Cos Inc 2.5 2.4 2.9 2.9
Jolie de Vogue Laboratorios de 2.6 3.2 2.6 2.7
(L'Oréal Groupe) Cosméticos Vogue SA
Wendy (L'Oréal Laboratorios de 2.6 2.6 2.3 2.3
CbO (Oriflame Oriflame de Colombia SA 2.8 2.6 2.4 2.2
Cosmetics SA)
Smart Laboratorios Smart SA 2.2 2.4 2.1 2.1
Vitú Prebel SA 1.6 1.7 1.7 1.8
Avon Mark (Avon Avon Colombia Ltda - - 0.1 1.6
Products Inc)
Nailen Laboratorios Smart SA 0.8 0.9 1.1 1.1
Mary Kay (Mary Kay Mary Kay Perú SRL - 0.7 0.9 1.0
Inc)
Removedor Lander Hartung & Cía SA 1.2 1.1 1.0 0.9
(Ascendia Brands Inc)
L'Bel (Corporación Belstar SA 0.9 0.9 0.9 0.9
Belcorp)
Artistry (Amway Corp) Amway Colombia SA 1.1 1.0 0.8 0.7
Clic (Unique-Yanbal Yanbal de Colombia SA 1.9 1.7 1.0 0.7
Group)
Mac (Estée Lauder MAC Cosmetics - 0.2 0.6 0.6
Cos Inc)
Avon Renew/Anew Avon Colombia Ltda 0.7 0.5 0.4 0.4
(Avon Products Inc)
L'Avanté (Abbott Laboratorio Franco 0.4 0.3 0.4 0.4
Laboratories Inc) Colombiano Lafrancol SAS
Dior LVMH Moët Hennessy - 0.2 0.3 0.3
Louis Vuitton SA
Revlon (Revlon Inc) Percos SA 0.3 0.3 0.3 0.3
Saloon In Laboratorios Recamier Ltda 0.3 0.3 0.3 0.3
Orlane (Kélémata Srl) Perfumes y Cosméticos - 0.2 0.3 0.3
Internacionales SA
Products Inc)
Cosméticos SA)
Max Factor (Procter Prebel SA 5.1 - - -
& Gamble Co, The)
Others Others 17.7 17.9 20.4 19.8
Total Total 100.0 100.0 100.0 100.0
Table 35 LBN Brand Shares of Eye Make-up: % Value 2015-2018
% retail value rsp


Belcorp)
Yanbal Group)
Groupe)
Belcorp)
Avon True (Avon Avon Colombia Ltda 0.7 0.7 2.6 4.3
Products Inc)
Avon Mark (Avon Avon Colombia Ltda - - - 3.1
Products Inc)
(Avon Products Inc)

Cosmetics SA)
L'Avanté Maxylash Laboratorio Franco 1.2 1.0 1.2 1.2
(Abbott Colombiano Lafrancol SAS
Laboratories Inc)
Cos Inc)
Belcorp)
Internacionales SA
Group)
Sisley (Sisley CFEB Zafarco Comercial SA - 0.3 0.2 0.2
SAS)
Inc)
Products Inc)
Cosméticos SA)
& Gamble Co, The)
Jolie de Vogue Laboratorios de - - - -
Others Others 13.9 14.2 13.7 13.6
Total Total 100.0 100.0 100.0 100.0
Table 36 LBN Brand Shares of Facial Make-up: % Value 2015-2018
% retail value rsp


Yanbal Group)
Cosmetics SA)
(Avon Products Inc)
Avon True (Avon Avon Colombia Ltda - - 2.9 3.4
Products Inc)
Groupe)
Belcorp)
Inc)
Avon Anew (Avon Avon Colombia Ltda 2.9 2.0 1.9 2.0
Products Inc)
Belcorp)
Group)
Louis Vuitton SA
Revlon Skinlights Percos SA 0.9 0.9 0.9 0.9
(Revlon Inc)
Pond's BB+Cream Unilever Andina 0.7 0.6 0.7 0.9
(Unilever Group) Colombia SA
Belcorp)
Cos Inc)
Avène (Pierre Fabre Percos SA - 0.5 0.5 0.5
SA, Laboratoires)
Internacionales SA
La Forêt (La Forêt Zafarco Comercial SA - 0.2 0.3 0.3
Cosmetics)
L'Oréal Paris L'Oréal PROBECOL SA 0.1 0.2 0.2 0.2
(L'Oréal Groupe)
SAS)
Cosméticos SA)
AVON Color (Avon Avon Colombia Ltda 8.2 5.3 - -
Products Inc)
& Gamble Co, The)
Others Others 10.5 10.8 16.8 18.9
Total Total 100.0 100.0 100.0 100.0
Table 37 LBN Brand Shares of Lip Products: % Value 2015-2018
% retail value rsp


Yanbal Group)
Belcorp)

Belcorp)
(Avon Products Inc)
Avon True (Avon Avon Colombia Ltda - 2.7 4.0 4.4
Products Inc)
Groupe)
Cosmetics SA)
Belcorp)
Inc)
Avon Mark (Avon Avon Colombia Ltda - - - 2.0
Products Inc)
Group)
Louis Vuitton SA
Cos Inc)
Yardley Prebel SA 0.5 0.5 0.5 0.5
Orlane (Kélémata Srl) Fedco SA 0.2 0.2 0.4 0.5
(L'Oréal Groupe)
Seytú Omnilife SA de CV, Grupo - 0.2 0.3 0.3
SAS)
Clinique (Estée Various distributors - 0.3 0.2 0.2
Lauder Cos Inc)
Products Inc)
Cosméticos SA)
& Gamble Co, The)
Others Others 11.2 12.0 15.3 14.3
Total Total 100.0 100.0 100.0 100.0
Table 38 LBN Brand Shares of Nail Products: % Value 2015-2018
% retail value rsp



Removedor Lander Hartung & Cía SA 6.3 6.2 5.8 6.4
(Ascendia Brands Inc)
Groupe)
Yanbal Group)
Belcorp)
Belcorp)
(Avon Products Inc)
Cosmetics SA)
Avon True (Avon Avon Colombia Ltda - - - 0.6
Products Inc)
Avon Mark (Avon Avon Colombia Ltda - - 0.4 0.6
Products Inc)
Valmy (Drocosca SA) Valmy de Colombia SAS 0.5 0.4 0.5 0.6
(L'Oréal Groupe)
Bardot Bardot Ltda 0.4 0.4 0.4 0.3
Isdin (ISDIN SA) Isdin Colombia SAS 0.1 0.1 0.1 0.1
Ghen Laboratorios Ghen de 0.0 0.0 0.0 0.0
Colombia Ltda
Products Inc)
Smart Laboratorios Smart SA 1.2 1.6 - -
Mon Rêve (Mercantil Mercantil de Belleza SA 0.1 0.0 - -
International CA)
Jolie de Vogue Laboratorios de - - - -
Vogue Laboratorios de - - - -
Wendy Laboratorios de - - - -
Max Factor (Procter Prebel SA - - - -
& Gamble Co, The)
Others Others 10.6 9.9 11.4 6.5
Total Total 100.0 100.0 100.0 100.0
Table 39 LBN Brand Shares of Premium Colour Cosmetics: % Value 2015-2018
% retail value rsp

Cos Inc)

Louis Vuitton SA
Internacionales SA
SAS)
Avène (Pierre Fabre Percos SA - 1.0 0.9 0.9
SA, Laboratoires)
La Forêt (La Forêt Zafarco Comercial SA - 0.5 0.7 0.7
Cosmetics)
Clinique (Estée Various distributors - 0.6 0.5 0.4
Lauder Cos Inc)
Sesderma (Sesderma Sesderma Colombia SA - 0.1 0.4 0.4
SL)
Others Others 60.1 58.5 56.3 56.3
Total Total 100.0 100.0 100.0 100.0
Table 40 Forecast Sales of Colour Cosmetics by Category: Value 2018-2023
COP billion
2018 2019 2020 2021 2022 2023
Eye Make-Up 364.8 392.4 416.3 435.1 448.7 458.2

- Eye Liner/Pencil 85.5 88.6 91.1 92.9 94.0 95.4
-- Premium Eye Liner/ 6.4 7.4 8.3 9.3 10.2 11.1
Pencil
-- Mass Eye Liner/Pencil 79.1 81.2 82.8 83.7 83.8 84.3
- Eye Shadow 122.6 134.0 143.3 151.8 158.2 163.0
-- Premium Eye Shadow 15.0 19.0 22.6 26.4 30.3 33.9
-- Mass Eye Shadow 107.6 115.0 120.7 125.4 127.9 129.1
- Mascara 95.8 99.9 104.6 108.0 110.8 112.9
-- Premium Mascara 14.1 15.1 17.1 19.2 21.1 22.8
-- Mass Mascara 81.7 84.9 87.4 88.8 89.7 90.1
- Other Eye Make-Up 60.8 69.9 77.3 82.4 85.7 86.9
-- Premium Other Eye 8.6 8.9 9.1 9.2 9.3 9.4
Make-Up
-- Mass Other Eye Make-Up 52.3 61.0 68.2 73.2 76.5 77.4
Facial Make-Up 250.6 255.0 259.7 264.6 269.0 272.5
- BB/CC Creams 4.1 5.3 5.8 6.2 6.4 6.5
-- Premium BB/CC Creams 0.5 0.6 0.6 0.6 0.7 0.7
-- Mass BB/CC Creams 3.6 4.8 5.2 5.5 5.7 5.8
- Blusher/Bronzer/ 49.5 52.3 54.8 56.8 58.5 59.5
Highlighter
-- Premium Blusher/ 14.5 16.2 17.8 19.3 20.5 21.5
Bronzer/Highlighter
-- Mass Blusher/Bronzer/ 35.1 36.2 37.0 37.5 38.0 38.1
Highlighter
- Foundation/Concealer 71.7 67.7 67.1 68.5 70.3 72.3
-- Premium Foundation/ 13.0 14.4 15.7 16.8 17.7 18.3
Concealer
-- Mass Foundation/ 58.7 53.4 51.4 51.7 52.6 53.9
Concealer
- Powder 94.0 100.8 104.6 106.9 108.2 108.9
-- Premium Powder 17.0 18.2 19.3 20.3 21.0 21.5
-- Mass Powder 77.0 82.5 85.3 86.6 87.2 87.4
- Other Facial Make-Up 31.3 28.8 27.4 26.2 25.6 25.3

-- Premium Other Facial 5.0 4.9 4.8 4.8 4.9 5.1
Make-Up
-- Mass Other Facial 26.3 24.0 22.6 21.4 20.7 20.3
Make-Up
Lip Products 286.6 302.8 316.9 324.1 329.1 331.5
- Lip Gloss 61.6 61.9 61.6 60.9 59.8 59.0
-- Premium Lip Gloss 5.8 6.2 6.5 6.9 7.1 7.3
-- Mass Lip Gloss 55.8 55.8 55.1 54.1 52.7 51.7
- Lip Liner/Pencil 23.6 24.1 24.6 25.1 25.6 26.5
-- Premium Lip Liner/ 9.2 9.3 9.6 10.0 10.4 11.0
Pencil
-- Mass Lip Liner/Pencil 14.4 14.8 15.0 15.1 15.2 15.5
- Lipstick 190.6 205.7 219.6 226.9 232.5 234.9
-- Premium Lipstick 21.5 23.4 25.8 27.9 29.9 31.7
-- Mass Lipstick 169.0 182.3 193.8 199.0 202.6 203.2
- Other Lip Products 10.7 11.0 11.1 11.2 11.1 11.1
-- Premium Other Lip 1.9 2.0 2.1 2.2 2.4 2.5
Products
-- Mass Other Lip 8.8 9.0 9.1 9.0 8.8 8.5
Products
Nail Products 165.9 158.0 153.5 151.7 150.4 149.9
- Nail Polish 51.0 44.2 40.6 39.6 38.7 38.5
-- Premium Nail Polish - - - - - -
-- Mass Nail Polish 51.0 44.2 40.6 39.6 38.7 38.5
- Nail Treatments/ 42.5 41.2 39.8 38.0 35.8 33.3
Strengthener
-- Premium Nail - - - - - -
Treatments/Strengthener
-- Mass Nail Treatments/ 42.5 41.2 39.8 38.0 35.8 33.3
Strengthener
- Polish Remover 66.7 66.7 67.3 68.4 70.2 72.7
-- Premium Polish Remover - - - - - -
-- Mass Polish Remover 66.7 66.7 67.3 68.4 70.2 72.7
- Other Nail Products 5.7 5.8 5.8 5.8 5.7 5.5
-- Premium Other Nail 0.6 0.6 0.6 0.6 0.6 0.5
Products
-- Mass Other Nail 5.1 5.2 5.2 5.2 5.1 4.9
Products
Colour Cosmetics Sets/ 57.8 57.8 58.6 59.0 59.8 60.5
Kits
- Premium Colour 8.6 8.8 9.1 9.5 9.9 10.4
Cosmetics Sets/Kits
Sets/Kits
Colour Cosmetics 1,125.7 1,166.1 1,205.0 1,234.6 1,257.0 1,272.7
trade sources
Table 41 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2018-2023

2018/2019 2018-23 CAGR 2018/23 Total
Eye Make-Up 7.6 4.7 25.6

- Eye Liner/Pencil 3.6 2.2 11.6
-- Premium Eye Liner/Pencil 14.6 11.5 72.3
-- Mass Eye Liner/Pencil 2.7 1.3 6.6
- Eye Shadow 9.3 5.9 32.9
-- Premium Eye Shadow 26.1 17.7 125.6

-- Mass Eye Shadow 6.9 3.7 20.0
- Mascara 4.3 3.3 17.8
-- Premium Mascara 6.9 10.1 61.9
-- Mass Mascara 3.8 2.0 10.2
- Other Eye Make-Up 14.9 7.4 42.8
-- Premium Other Eye Make-Up 3.9 1.9 9.8
-- Mass Other Eye Make-Up 16.7 8.2 48.2
Facial Make-Up 1.8 1.7 8.7
- BB/CC Creams 29.7 9.7 58.5
-- Premium BB/CC Creams 12.1 6.9 39.6
-- Mass BB/CC Creams 32.1 10.0 61.1
- Blusher/Bronzer/Highlighter 5.7 3.7 20.1
-- Premium Blusher/Bronzer/Highlighter 11.7 8.2 48.1
-- Mass Blusher/Bronzer/Highlighter 3.2 1.7 8.6
- Foundation/Concealer -5.5 0.2 0.8
-- Premium Foundation/Concealer 10.6 7.1 41.2
-- Mass Foundation/Concealer -9.1 -1.7 -8.1
- Powder 7.2 3.0 15.8
-- Premium Powder 7.3 4.8 26.4
-- Mass Powder 7.2 2.6 13.5
- Other Facial Make-Up -7.8 -4.1 -19.0
-- Premium Other Facial Make-Up -2.3 0.3 1.6
-- Mass Other Facial Make-Up -8.8 -5.1 -22.9
Lip Products 5.7 3.0 15.7
- Lip Gloss 0.5 -0.8 -4.1
-- Premium Lip Gloss 6.9 4.9 27.1
-- Mass Lip Gloss -0.1 -1.5 -7.4
- Lip Liner/Pencil 2.1 2.3 12.0
-- Premium Lip Liner/Pencil 1.2 3.6 19.3
-- Mass Lip Liner/Pencil 2.7 1.4 7.3
- Lipstick 7.9 4.3 23.3
-- Premium Lipstick 8.8 8.0 47.1
-- Mass Lipstick 7.8 3.8 20.2
- Other Lip Products 2.4 0.6 3.2
-- Premium Other Lip Products 3.9 5.8 32.4
-- Mass Other Lip Products 2.1 -0.6 -3.2
Nail Products -4.7 -2.0 -9.6
- Nail Polish -13.3 -5.5 -24.6
-- Premium Nail Polish - - -
-- Mass Nail Polish -13.3 -5.5 -24.6
- Nail Treatments/Strengthener -2.9 -4.8 -21.7
-- Premium Nail Treatments/Strengthener - - -
-- Mass Nail Treatments/Strengthener -2.9 -4.8 -21.7
- Polish Remover 0.1 1.7 9.0
-- Premium Polish Remover - - -
-- Mass Polish Remover 0.1 1.7 9.0
- Other Nail Products 1.9 -0.8 -3.8
-- Premium Other Nail Products 1.1 -1.1 -5.2
-- Mass Other Nail Products 1.9 -0.7 -3.6
Colour Cosmetics Sets/Kits 0.1 0.9 4.8
- Premium Colour Cosmetics Sets/Kits 2.4 3.9 21.2
- Mass Colour Cosmetics Sets/Kits -0.3 0.4 1.9
trade sources
DEODORANTS IN COLOMBIA -
CATEGORY ANALYSIS
HEADLINES
▪ Deodorants posts 4% current value growth in 2018, to reach COP704 billion

▪ Deodorants continues to experience steady demand in 2018, with deodorant creams being
the fastest growing category
▪ The average unit price increases in current terms across all categories in 2018, although
more slowly, due to strong promotions
▪ Colgate-Palmolive & Cia leads deodorants in 2018, with a 16% value share
▪ Over the forecast period, deodorants is projected to increase at a 3% current value CAGR
(slight growth at constant 2018 prices), to reach COP834 billion in 2023
PROSPECTS
Deodorants Is Projected To Post Slight Value Growth Over the Forecast

Period
Colombian consumers awareness of hygiene is high, and with rising disposable incomes, they
are able to afford personal care products that could be perceived as aspirational. The
deodorants and antiperspirants category has recently been delivering technologically advanced
products in various formats, in addition to seeing gender-specific segmentation, in an attempt to
drive growth; meanwhile, average prices are experiencing a slowdown in growth.
Fierce competition between brands has hampered value growth in deodorants. It has become
standard to see at least one brand offering two for the price of one discounts at retailers, four
pack offerings at membership clubs and new brands entering the mainstream. This has pushed
down the average unit price in the category in real terms, not only in mass store-based retailing
but in direct selling. In the coming years, despite the projected positive economic scenario, such
promotional activities are expected to continue, preventing deodorants from posting stronger
growth rates over the forecast period.
Product Innovation Is A Key Strategy

Deodorant roll-ons is the leading format in terms of value sales, followed by creams. Direct
sellers of deodorants tend to rely on fragrances, and often use deodorants as line extensions
due to their low cost of production. Manufacturers are focusing on new scents, long-lasting
fragrance, stain/mark prevention, anti-perspirant formulas, increase efficacy and claims for
smoothening and whitening underarms.
In 2018, innovation focused on the expansion of clinical features for a strong antiperspirant
effect and odour prevention in spray and roll-on formats.
Deodorant wipes are predicted to see increased penetration over the forecast period, with
Unilever seeking to emphasise the convenience factor, offering products from its international
portfolio of on-the-go formats to appeal to Colombian consumers.
Hypermarkets Set To Lose Share

Consumer shopping behaviour has changed, as consumers are looking for the best deals and
deep discounts typically offered by hard discounters and variety stores. Traditionally, these
channels used to offer only a limited range of products in key beauty and personal care
categories, such as deodorants, bar soap, oral care and body cream, but as consumers have
reduced their foot traffic in traditional channels, hard discounters and variety stores have
expanded their ranges.
the Premium Segment Remains A Niche

The deodorants category has benefited from innovation and is slowly evolving, with more
sophisticated products. Targeting increasing health-conscious consumers, who are trying to
avoid products containing harsh chemicals, such as aluminium-based compounds and
parabens, is a key trend. Brands such as Funat and Terrasana have used online retailing as a
channel to reach consumers. Premium beauty brands such as Uriage, Vichy, La Roche Posay,
Isdin and Biotherm are projected to see stronger value growth in this category; however, despite
premium deodorants’ higher quality, the wider distribution and affordability of mass deodorants
will hamper their development.
Colgate-Palmolive & Cia Leads the Category

Colgate-Palmolive & Cia continued leading deodorants in value terms in 2018. The company
benefits from the popularity of its key brands Lady Speed Stick and Speed Stick. Its strong
presence in key channels such as supermarkets and hypermarkets, drugstores and
convenience stores has led to high consumer awareness. Colgate-Palmolive has been
differentiating its products by focusing on gender segmentation and targeting its offering
according to men’s and women’s specific needs.
Colgate-Palmolive has developed strong marketing campaigns to ensure its brands’
leadership. 2018 saw the the #neverquit and #Ladypower campaigns, telling inspirational stories
of perseverance and success. #Ladytalks and #Ladyhacks gave tips and testimonials from
empowered women who do not fit standard social roles, for example a female racer driver, a
graffiti artist and a boxer. In terms of product innovation, Colgate focused on essential oils and
minerals during the review period, as well as expanding its packaging range, for example travel
sizes in roll-ons and creams.
Unilever Andina Colombia SA Ranks Second in Deodorants

Unilever continued to rank second in deodorants in 2018. The company’s wide portfolio and
broad distribution network put this company ahead of other players. Unilever has always been
an innovator, and its brands are often allocated large shelf space in stores, making them visible
to customers. The expansion of its “clinical strength” line to spray and roll-on formats shows its
commitment to offer value added products, and it has also introduced on-the-go formats for
more convenient usage. Unilever is predicted to continue driving sales by exploring different
packaging options and adapting to the prevailing economy volatility.
CATEGORY DATA
Table 42 Sales of Deodorants by Category: Value 2013-2018
COP billion
2013 2014 2015 2016 2017 2018
Deodorant Creams 149.5 153.7 159.9 168.9 172.5 179.9

Deodorant Pumps 0.4 0.8 0.8 2.3 6.8 11.3
Deodorant Roll-Ons 279.7 271.6 274.5 294.2 298.8 310.8
Deodorant Sprays 101.8 109.2 109.7 119.7 115.1 116.6
Deodorant Sticks 90.3 91.6 91.5 93.0 86.5 85.0
Deodorant Wipes - - - - - -
Deodorants 621.7 626.9 636.5 678.1 679.7 703.7
Table 43 Sales of Deodorants by Category: % Value Growth 2013-2018

2017/18 2013-18 CAGR 2013/18 Total
Deodorant Creams 4.3 3.8 20.4

Deodorant Pumps 65.9 93.8 2,630.4
Deodorant Roll-Ons 4.0 2.1 11.1
Deodorant Sprays 1.3 2.8 14.5
Deodorant Sticks -1.8 -1.2 -5.8
Deodorant Wipes - - -
Table 44 Sales of Deodorants by Premium vs Mass: % Value 2013-2018
% retail value rsp

2013 2014 2015 2016 2017 2018
Mass 92.9 92.8 91.9 92.1 92.0 91.8

Premium 7.1 7.2 8.1 7.9 8.0 8.2
Total 100.0 100.0 100.0 100.0 100.0 100.0
Table 45 NBO Company Shares of Deodorants: % Value 2014-2018
% retail value rsp

Company 2014 2015 2016 2017 2018

Unilever Andina 16.8 14.4 13.6 14.2 14.1
Colombia SA
Prebel SA 7.0 7.8 8.0 8.1 8.3
Belstar SA 8.4 7.4 7.2 7.2 6.9
Colombia SA

Ltda
Laboratorios Lister SA 0.2 0.2 0.1 0.1 0.1
Mercantil de Belleza SA - - - - -
Coty Colombia Ltda - - - - -
Others 7.5 9.3 12.1 13.7 13.1
Total 100.0 100.0 100.0 100.0 100.0
Table 46 LBN Brand Shares of Deodorants: % Value 2015-2018
% retail value rsp

(Colgate-Palmolive
Co)
Speed Stick Colgate-Palmolive & Cia 7.5 7.2 7.3 7.3
(Colgate-Palmolive
Co)
Co KGaA)
Belcorp)
Balance for Women Henkel Colombiana SA 5.0 5.1 5.5 5.7
(Henkel AG & Co KGaA)
(Revlon Inc)
Gillette Series Procter & Gamble de 4.3 4.1 4.2 4.1
Co, The)
Axe (Unilever Group) Unilever Andina 4.8 4.3 4.1 4.1
Colombia SA
Yanbal Group)
Rexona Women Unilever Andina 3.3 3.2 3.9 4.0
Elizabeth Arden Prebel SA - 3.0 3.0 3.1
(Revlon Inc)
Rexona Men Unilever Andina 3.1 3.0 3.1 3.0
Balance for Men Henkel Colombiana SA 2.3 2.4 2.6 2.7
Nivea Deodorant Beiersdorf (Colombia) SA 1.7 1.7 2.2 2.2
(Beiersdorf AG)
Products Inc)
Nivea for Men Beiersdorf (Colombia) SA 1.5 1.6 1.7 1.8
(Beiersdorf AG)

Colombia SA
Dove Men + Care Unilever Andina 1.3 1.3 1.3 1.3
Obao (L'Oréal Groupe) L'Oréal PROBECOL SA 0.9 0.9 1.1 1.1
Avon Encanto (Avon Avon Colombia Ltda - - 0.8 1.0
Products Inc)
Belcorp)
adidas (Coty Inc) Belleza Express SA 0.9 0.8 0.8 0.7
Avon Far Away (Avon Avon Colombia Ltda 0.7 0.7 0.7 0.7
Products Inc)
Old Spice (Procter Procter & Gamble de 0.6 0.6 0.6 0.6
& Gamble Co, The) Colombia SA
Refrescante Avon Colombia Ltda - - 0.2 0.5
Franchise (Avon
Products Inc)
Deopies Laboratorios Recamier 0.5 0.5 0.5 0.5
Antitranspirante Ltda
Avon Musk (Avon Avon Colombia Ltda 0.6 0.5 0.5 0.4
Products Inc)
Fa (Henkel AG & Co Henkel Colombiana SA 0.4 0.4 0.4 0.4
KGaA)
Cosmetics SA)
Avon Skin So Soft Avon Colombia Ltda 0.7 0.7 0.6 -
(Avon Products Inc)
Cosméticos SA)
Avon Mesmerize Avon Colombia Ltda 1.2 1.0 - -
(Avon Products Inc)
Avon Homem (Avon Avon Colombia Ltda 1.0 0.9 - -
Products Inc)
Elizabeth Arden Prebel SA 2.9 - - -
Others Others 17.2 19.0 16.9 16.6
Total Total 100.0 100.0 100.0 100.0
Table 47 LBN Brand Shares of Premium Deodorants: % Value 2015-2018
% retail value rsp


(Revlon Inc)
(Revlon Inc)
Azzaro (Clarins SA) Various distributors 0.4 0.4 0.4 0.3
Others Others 5.5 0.1 0.1 0.1
Total Total 100.0 100.0 100.0 100.0
Table 48 Forecast Sales of Deodorants by Category: Value 2018-2023
COP billion
2018 2019 2020 2021 2022 2023
Deodorant Creams 179.9 184.3 186.5 187.8 188.5 189.0

Deodorant Pumps 11.3 13.5 14.0 14.2 14.4 14.4
Deodorant Roll-Ons 310.8 317.1 318.9 317.6 315.5 310.6
Deodorant Sprays 116.6 119.5 121.8 123.2 123.6 124.4
Deodorant Sticks 85.0 81.3 78.9 77.5 76.4 76.6
Deodorant Wipes - - - - - -
Deodorants 703.7 715.7 720.1 720.3 718.4 715.0
trade sources
Table 49 Forecast Sales of Deodorants by Category: % Value Growth 2018-2023

2018/2019 2018-23 CAGR 2018/23 Total
Deodorant Creams 2.4 1.0 5.0

Deodorant Pumps 19.5 4.9 27.3
Deodorant Roll-Ons 2.0 0.0 -0.1
Deodorant Sprays 2.5 1.3 6.7
Deodorant Sticks -4.3 -2.1 -9.9
Deodorant Wipes - - -
trade sources
Table 50 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2018-2023
% retail value rsp

2018 2019 2020 2021 2022 2023
Mass 91.8 91.7 91.6 91.6 91.6 91.6

Premium 8.2 8.3 8.4 8.4 8.4 8.4
Total 100.0 100.0 100.0 100.0 100.0 100.0
trade sources
DEPILATORIES IN COLOMBIA -
CATEGORY ANALYSIS
HEADLINES
▪ Depilatories grows by 3% in current value terms in 2018, to COP91 billion

▪ In 2018, depilatories sees strong competition from permanent hair removal solutions and
aesthetics services
▪ The average unit price increases slightly in current terms across all depilatories categories in
2018
▪ Procter & Gamble de Colombia SA lead depilatories in 2018, with a 45% value share
▪ Over the forecast period, depilatories is projected to grow at a 3% current value CAGR (slight
growth at constant 2018 prices), reaching COP107 billion in 2023
PROSPECTS
Value Sales of Depilatories Are Expected To See Stagnation Over the

Forecast Period
Depilatories is projected to see stagnation in value terms at constant 2018 prices over the
forecast period, due to the maturity of the category. It is also expected that more women will use
permanent hair removal solutions and aesthetics services. This type of grooming routine is
considered essential by Colombian women, and even though traditional hair removers saw
steady growth during the review period, the increasing number of affordable beauty centres and
spas that offer both simple and advanced depilatory services will hamper the depilatories
category’s growth. In 2018, consumers remained cautious about large expenditures, and opted
for cheaper methods such as razors and blades; however, the market has experienced a shift
towards system razors, which have increased their presence in retailers in recent years.
Women’s Pre-shave Is Set To See the Strongest Growth

Over the forecast period, women’s pre-shave is projected to see the strongest growth in value
terms at current prices; however, it will remain a niche. The category competes with substitutes
such as bar soap, shower gel and hair conditioner, and as a niche the category has only a few
players. Due to the evolution of system razors, consumers have increased their awareness of
the benefits of pre-shave, even though women’s razors include moisture strips and multiple
blades for a clean shave. Growth in the category will be achieved by the entry of new players
and product innovation. Travel-size packaging and private labels are expected to be seen.
Natural Ingredients As A Key Factor of Growth

Over the forecast period, players in depilatories are expected to incorporate more natural
ingredients in product formulations, in order to meet the growing demand for “clean” products.
Ingredients that aim to be gentle on the skin are expected to continue to drive growth in hair
removers/bleaches and women’s pre-shave; for example, flower and fruit essences, vitamin E,
omega-3, healthy oils, aloe vera and other plant-based ingredients. This is a cross-category
trend in beauty and personal care, with consumers seeking not only the core function of the
product, but also additional benefits.
Procter & Gamble De Colombia SA Leads Depilatories

Procter & Gamble was the leading player in depilatories in 2018. The company’s position can
be attributed to its strong presence in women’s razors and blades, the largest category within
depilatories, with its brands Gillette Venus and Gillette Satin Care. The popularity of these
brands can be attributed to the company’s wide distribution network, affordable price points and
extensive range of products, featuring benefits such as moisturising formulas, a clean shave
and less irritation. Procter & Gamble’s system razors appeal to younger consumers who prefer
reusable items in order to reduce the impact of plastics on the environment. The company’s
marketing efforts are paying off, supporting the growth of the overall women’s razors and blades
category.
Reckitt Benckiser Dominates Hair Removers

Reckitt Benckiser continued to dominate hair removers/bleaches in 2018. Veet outsells other
hair remover brands not only due to its wide distribution across all retail channels, and extensive
portfolio in comparison to other brands, but also the strong consumer awareness of the brand.
Reckitt Benckiser launched the new technology Easy Gel Wax, which makes it possible to
remove very short hairs more easily with a cold wax formula. It includes ingredients to appeal to
women who are particularly susceptible to irritation and redness. Its portfolio includes depilatory
creams, face and body strips that range from normal to sensitive skin.
Belleza Express SA Holds the Second Position

Belleza Express SA, which represents Procter & Gamble’s brand Depilex in Colombia, held
second place in hair removers/bleaches in 2018; however, its share is quite small in comparison
to the leader. The brand is a popular choice among price-sensitive consumers, aided by strong
promotional strategies, such as buy-one-get-one-free.
Consumers are not very brand-loyal in depilatories, but are rather volatile in their purchasing
decisions, depending on promotions or the latest innovations. Private label razor blades became
attractive to consumers during the economic recession.
CATEGORY DATA
Table 51 Sales of Depilatories by Category: Value 2013-2018
COP billion
2013 2014 2015 2016 2017 2018
Hair Removers/Bleaches 27.1 27.5 28.7 29.2 30.3 31.9

Women's Pre-Shave 1.9 2.0 2.1 2.1 2.3 2.5
Women's Razors and Blades 55.1 61.3 56.3 55.1 55.3 56.1
Depilatories 84.1 90.8 87.1 86.5 88.0 90.5
Table 52 Sales of Depilatories by Category: % Value Growth 2013-2018

2017/18 2013-18 CAGR 2013/18 Total
Hair Removers/Bleaches 5.2 3.3 17.7

Women's Pre-Shave 7.7 5.7 31.9
Women's Razors and Blades 1.4 0.4 1.8
Depilatories 2.9 1.5 7.6
Table 53 Sales of Women's Razors and Blades by Type: % Value Breakdown 2014-2018
% retail value rsp

2014 2015 2016 2017 2018
Disposables 97.0 97.0 97.0 85.6 85.7

Systems 3.0 3.0 3.0 14.4 14.3
Systems - Razors 1.3 1.3 1.3 6.2 6.2
Systems - Refill Blades 1.7 1.7 1.7 8.2 8.1
Other Razors and Blades - - - - 0.0
Total 100.0 100.0 100.0 100.0 100.0
Table 54 NBO Company Shares of Depilatories: % Value 2014-2018
% retail value rsp

Company 2014 2015 2016 2017 2018

Colombia SA
Reckitt Benckiser de 19.6 21.7 21.2 22.2 22.9
Colombia SA
Babaria de Colombia SAS - - - 2.7 2.8
Sté Bic SA 1.4 1.4 1.6 1.6 1.6
Laboratorios Muguet 0.3 0.3 0.3 0.3 0.3
Avon Colombia Ltda 2.0 0.7 0.3 - -
Oriflame de Colombia SA 0.0 - - - -
Private Label 0.4 0.5 0.5 0.7 0.8
Others 9.7 10.0 10.5 7.3 7.0
Total 100.0 100.0 100.0 100.0 100.0
Table 55 LBN Brand Shares of Depilatories: % Value 2015-2018
% retail value rsp


(Procter & Gamble
Co, The)
Veet (Reckitt Reckitt Benckiser de 21.7 21.2 22.2 22.9
Benckiser Group Plc Colombia SA
(RB))
Gillette Venus Procter & Gamble de 9.5 10.1 10.3 10.3
Co, The)
Schick Quattro Eveready de Colombia SA 7.2 8.7 9.2 9.3
Women (Edgewell
Personal Care
Brands LLC)
Gillette Sensor Procter & Gamble de 8.7 8.5 7.3 6.7
Excel for Women Colombia SA
(Procter & Gamble
Co, The)
Depilex (Procter & Belleza Express SA 2.8 3.1 3.2 3.3
Gamble Co, The)
Schick (Edgewell Eveready de Colombia SA 4.0 3.6 3.4 3.3
Personal Care
Brands LLC)
Schick Lady Eveready de Colombia SA 3.6 3.2 3.3 3.2
Protector (Edgewell
Personal Care
Brands LLC)
Babaria (Berioska SL) Babaria de Colombia SAS - - 2.7 2.8
Gillette Satin Care Procter & Gamble de 2.3 2.4 2.4 2.5
Co, The)
Bic Sté Bic SA 1.4 1.6 1.6 1.6
Schwarzkopf Igora Henkel Colombiana SA 0.4 0.4 0.5 0.5
Blonde (Henkel AG &
Co KGaA)
Cera Depilatoria Laboratorios Muguet 0.3 0.3 0.3 0.3
Muguet
Avon Wellness (Avon Avon Colombia Ltda 0.6 0.3 - -
Products Inc)
Avon Skin So Soft Avon Colombia Ltda 0.0 - - -
(Avon Products Inc)
Schick (Energizer Eveready de Colombia SA - - - -
Holdings Inc)
Schick Lady Eveready de Colombia SA - - - -
Protector
(Energizer Holdings
Inc)
Schick Quattro Eveready de Colombia SA - - - -
Women (Energizer
Holdings Inc)
Oriflame Silk Oriflame de Colombia SA - - - -
Beauty (Oriflame
Cosmetics SA)
Gillette Sensor for Procter & Gamble de - - - -
Women (Procter & Colombia SA
Gamble Co, The)
Others Others 10.0 10.5 7.3 7.0
Total Total 100.0 100.0 100.0 100.0
Table 56 Forecast Sales of Depilatories by Category: Value 2018-2023
COP billion
2018 2019 2020 2021 2022 2023
Hair Removers/Bleaches 31.9 32.2 32.1 31.9 31.3 30.5

Women's Pre-Shave 2.5 2.6 2.7 2.7 2.7 2.7
Women's Razors and Blades 56.1 55.4 55.5 55.9 56.7 58.1
Depilatories 90.5 90.2 90.2 90.5 90.7 91.3
trade sources
Table 57 Forecast Sales of Depilatories by Category: % Value Growth 2018-2023

2018/2019 2018-23 CAGR 2018/23 Total
Hair Removers/Bleaches 1.0 -0.9 -4.3

Women's Pre-Shave 3.4 1.6 8.3
Women's Razors and Blades -1.2 0.7 3.6
Depilatories -0.3 0.2 0.9
trade sources
FRAGRANCES IN COLOMBIA -
CATEGORY ANALYSIS
HEADLINES
▪ Fragrances increases by 3% in current value terms in 2018, to reach sales of COP2.0 trillion
▪ Mass products continue to dominate fragrances; however, premium fragrances sees the
better performance in 2018
▪ Mass fragrances experiences stronger unit price growth in current value terms over the review
period
▪ Belstar SA de CV leads fragrances, with a 23% retail value share in 2018
▪ Fragrances is predicted to register a 4% current value CAGR (slight growth at constant 2018
prices) over the forecast period, to reach sales of COP2.4 trillion in 2023
PROSPECTS
Premium Fragrances Outperformed Mass Segment

There was a major shift in the Colombian fragrances category during the review period, with
slower growth for mass fragrances compared with premium. The share of mass fragrances is
predicted to continue to fall over the forecast period, as consumes opt for the affordable luxury
of premium fragrances.
With the proliferation of fragrances brands, including celebrity branded perfumes, which do
not have the longevity of classic perfumes, Colombians’ shopping habits have changed, and it is
difficult to retain brand loyalty.
New Retailers Have Changed Consumer Purchasing Behaviour

Fragrances have seen the increased retail penetration of beauty specialists, and sales have
also been driven by rising disposable incomes. Trading up by consumers has been driven by
growth in medium-range and high-end stores in shopping malls, multi-brand beauty specialists,
drugstores and access to online purchasing. Stand-alone stores in fragrances are not found,
unless they are part of a bigger umbrella, such as Tous. This reflects Colombian habits, with
consumers preferring to be able to choose from a wide selection of scents and products under
one roof. Drugstores, which previously focused on mass fragrances, such as splashes and body
mists, have started to offer a small selection of celebrity-branded perfumes, having seen
success in mass colour cosmetics.
Renovation for Mass Fragrances

Due to the poor performance of mass fragrances during the review period, the use of
promotional campaigns is predicted to rise. Direct sellers have been successful in developing a
robust fragrance portfolio, and lead the category. Given that fragrances is one of the top three
categories for most direct sellers – along with skin care and colour cosmetics – it is expected
that they will continue to use new product developments to ensure a good sales performance.
The premiumisation of their portfolios has not yet made them direct competitors for premium
fragrances, as their products appeal to different consumers – typically younger and with lower
incomes.
Direct Selling Is the Indisputably Leader in Fragrances

Direct sellers recognised that 2017 was not the best scenario for growth, as consumer
confidence fell, and household consumption contracted due to the tax reforms in that year. It is
expected that 2019 will represent a significant challenge as well, since the indications are that
new financial reforms will put pressure on both consumers and companies.
Between Belstar SA, Yanbal de Colombia SA, Avon Colombia Ltda and Natura Cosmeticos
Ltda, direct sellers dominate fragrances in terms of value sales. Direct sellers’ success lies in
their sales representatives, who endorse the products and build relationships between the
brands and consumers. According to Acovedi – the Colombian Direct Sellers Association –
companies in this channel generate two million independent jobs. Direct sellers have not yet
considered opening stand-alone stores to widen their reach; however, the launch of e-
commerce options is a possibility.
Premium Landscape Remains Fragmented

The competitive landscape in the premium segment is quite fragmented. La Riviera SAS
ranks first, followed L’Oréal PROBECOL SA. L’Oréal’s range of fragrances available at stands
situated near the entrances of big department stores and in the aisles in malls has helped it to
maintain momentum and value share, while other premium brands have had to look for
distributors or commercial partners. After La Riviera’s difficulties, the concentration of fragrances
brands among a handful of suppliers has allowed for better allocation of resources and
investment for many leading brands, and has generated demand after two years of uncertainty.
Small Players Introduce New Packaging

The number of beauty specialist retailers increased in the latter part of the review period,
leading to many small brands entering the category. Within fragrances, delivery formats are
fairly standard, although the fragrance Nest has been presented in plastic rollerball packaging.
The on-the-go format is targeted at consumers with busy lifestyles.
CATEGORY DATA
Table 58 Sales of Fragrances by Category: Value 2013-2018
COP billion
2013 2014 2015 2016 2017 2018
Premium Fragrances 476.8 516.5 530.9 560.3 610.4 645.7

- Premium Men's 232.6 253.5 257.5 271.6 294.8 312.9
Fragrances
- Premium Women's 212.9 230.8 240.4 255.4 280.8 297.1
Fragrances
- Premium Unisex 27.3 27.9 28.3 28.7 29.8 30.5
Fragrances
- Premium Fragrance 4.0 4.4 4.6 4.7 5.0 5.2
Sets/Kits
Mass Fragrances 1,212.3 1,229.7 1,255.9 1,320.6 1,340.4 1,354.9

- Mass Men's Fragrances 489.4 494.2 499.7 522.2 527.6 535.2
- Mass Women's Fragrances 624.4 634.8 653.5 694.0 710.0 718.5
- Mass Unisex Fragrances 16.1 15.9 16.2 16.7 16.1 14.9
- Mass Fragrance Sets/ 82.5 84.8 86.4 87.7 86.7 86.3
Kits
Fragrances 1,689.1 1,746.2 1,786.8 1,880.9 1,950.8 2,000.7
Table 59 Sales of Fragrances by Category: % Value Growth 2013-2018

2017/18 2013-18 CAGR 2013/18 Total
Premium Fragrances 5.8 6.3 35.4

- Premium Men's Fragrances 6.1 6.1 34.5
- Premium Women's Fragrances 5.8 6.9 39.6
- Premium Unisex Fragrances 2.2 2.2 11.7
- Premium Fragrance Sets/Kits 4.6 5.2 29.0
Mass Fragrances 1.1 2.2 11.8
- Mass Men's Fragrances 1.4 1.8 9.4
- Mass Women's Fragrances 1.2 2.8 15.1
- Mass Unisex Fragrances -7.4 -1.5 -7.3
- Mass Fragrance Sets/Kits -0.5 0.9 4.7
Table 60 NBO Company Shares of Fragrances: % Value 2014-2018
% retail value rsp

Company 2014 2015 2016 2017 2018
Belstar SA 25.4 23.3 23.6 23.0 22.7

La Riviera SAS 6.2 7.2 6.9 7.2 7.4
Perfumes y Cosméticos 1.3 1.1 0.6 0.6 0.6
Internacionales SA
Prebel SA 0.2 0.2 0.2 0.2 0.2
Guy Laroche SA, Parfums 0.3 0.2 0.1 0.1 0.1
Perfucol Ltda 0.1 0.1 0.1 0.1 0.1
Muscari Parfums Ltda 0.1 0.1 0.1 0.1 0.1
Laboratorios de 0.0 - - - -
Others 22.8 22.4 25.6 26.4 26.6
Total 100.0 100.0 100.0 100.0 100.0
Table 61 LBN Brand Shares of Fragrances: % Value 2015-2018
% retail value rsp


Yanbal Group)
Belcorp)
Belcorp)
Carolina Herrera La Riviera SAS 2.7 2.5 2.6 2.6
(Puig SL)
Belcorp)
Paco Rabanne (Puig La Riviera SAS 0.9 1.0 1.1 1.1
SL)
Armani Eau pour L'Oréal PROBECOL SA 1.0 0.9 1.0 1.0
Homme (L'Oréal
Groupe)
Ralph Lauren Polo L'Oréal PROBECOL SA 1.0 0.9 0.9 0.9
(L'Oréal Groupe)
cK one (Coty Inc) Coty Colombia Ltda 0.9 0.9 0.9 0.9
Musk Franchise Avon Colombia Ltda - - 0.8 0.8
(Avon Products Inc)
Avon Full Speed/RPM Avon Colombia Ltda 1.0 0.9 - 0.7
(Avon Products Inc)
Avon Soft Musk Avon Colombia Ltda 0.7 0.8 0.7 0.7
(Avon Products Inc)
Mesmerize Franchise Avon Colombia Ltda - - 0.7 0.7
(Avon Products Inc)
Tommy Hilfiger La Riviera SAS 0.6 0.6 0.6 0.7
(Estée Lauder Cos
Inc)
Avon Far Away (Avon Avon Colombia Ltda 0.6 0.6 0.6 0.6
Products Inc)
Acqua di Giò L'Oréal PROBECOL SA 0.6 0.5 0.6 0.6
(L'Oréal Groupe)
Acqua di Giò pour L'Oréal PROBECOL SA 0.6 0.5 0.6 0.6
Homme (L'Oréal
Groupe)
cK be (Coty Inc) Coty Colombia Ltda 0.6 0.6 0.5 0.5
Avon Attitude (Avon Avon Colombia Ltda 0.8 0.7 0.5 0.5
Products Inc)
Jean Paul Gaultier La Riviera SAS - 0.4 0.5 0.5
(Puig SL)
Chanel (Chanel SA) La Riviera SAS 0.6 0.5 0.5 0.4
Le Mâle (Puig SL)
Hugo Boss (Coty Inc) Coty Colombia Ltda - 0.4 0.4 0.4
Squash Belleza Express SA 0.3 0.3 0.4 0.4
Contradiction for Coty Colombia Ltda 0.5 0.5 0.4 0.4
Men (Coty Inc)
Givenchy (LVMH Moët La Riviera SAS 0.3 0.3 0.3 0.3
Hennessy Louis
Vuitton SA)
Dior (LVMH Moët La Riviera SAS 0.3 0.2 0.3 0.3

Hennessy Louis
Vuitton SA)
adidas (Coty Inc) Belleza Express SA 0.3 0.3 0.3 0.3
Cosméticos SA)
Avon Musk for Men Avon Colombia Ltda 1.0 1.1 - -
(Avon Products Inc)
Avon Mesmerize for Avon Colombia Ltda 0.9 0.9 - -
Men (Avon Products
Inc)
Avon Imari (Avon Avon Colombia Ltda 0.7 - - -
Products Inc)
Jean Paul Gaultier La Riviera SAS 0.5 - - -
(Shiseido Co Ltd)
Hugo Boss (Procter Perfumes y Cosméticos 0.4 - - -
& Gamble Co, The) Internacionales SA
Others Others 36.9 37.5 38.7 37.0
Total Total 100.0 100.0 100.0 100.0
Table 62 LBN Brand Shares of Premium Men's Fragrances: % Value 2015-2018
% retail value rsp


(Puig SL)
SL)
Homme (L'Oréal
Groupe)
(L'Oréal Groupe)
(Estée Lauder Cos
Inc)
Homme (L'Oréal
Groupe)
Le Mâle (Puig SL)
Men (Coty Inc)
Obsession for Men Coty Colombia Ltda 1.9 1.7 1.4 1.3
(Coty Inc)
Drakkar Noir Guy Laroche SA, Parfums 1.2 0.9 0.8 0.8
(L'Oréal Groupe)
Oscar de la Renta Perfumes y Cosméticos 0.7 0.6 0.6 0.7
pour Lui (L'Oréal Internacionales SA
Groupe)
Pasha de Cartier Perfumes y Cosméticos 1.0 0.9 0.8 0.7
(Richemont SA, Cie Internacionales SA
Financière)
Higher (LVMH Moët La Riviera SAS 0.8 0.7 0.6 0.5
Hennessy Louis
Vuitton SA)
Fahrenheit (LVMH La Riviera SAS 0.3 0.3 0.2 0.2
Moët Hennessy Louis
Vuitton SA)
Dune pour Homme La Riviera SAS 0.2 0.1 0.1 0.1
(LVMH Moët Hennessy
Louis Vuitton SA)
Le Mâle (Shiseido
Co Ltd)
Others Others 47.3 48.8 50.2 51.1
Total Total 100.0 100.0 100.0 100.0
Table 63 LBN Brand Shares of Premium Women's Fragrances: % Value 2015-2018
% retail value rsp


(Puig SL)
(L'Oréal Groupe)
(Puig SL)
Hennessy Louis
Vuitton SA)
Hennessy Louis
Vuitton SA)
Dolce & Gabbana La Riviera SAS - 1.8 1.9 1.9
(Shiseido Co Ltd)
Escape (Coty Inc) Coty Colombia Ltda 2.4 2.1 2.0 1.8
Obsession (Coty Inc) Coty Colombia Ltda 1.8 1.6 1.6 1.5
Nina Ricci (Puig SL) La Riviera SAS 1.4 1.2 1.3 1.3
Tentations (L'Oréal L'Oréal PROBECOL SA 1.6 1.3 1.2 1.1
Groupe)
Cacharel Anaïs L'Oréal PROBECOL SA 1.0 0.9 0.8 0.7
Anaïs (L'Oréal
Groupe)
Paloma Picasso L'Oréal PROBECOL SA 1.2 0.8 0.7 0.6
(L'Oréal Groupe)
Loulou (L'Oréal L'Oréal PROBECOL SA 0.7 0.5 0.5 0.4
Groupe)
Trésor (L'Oréal L'Oréal PROBECOL SA 0.5 0.5 0.4 0.4
Groupe)
Boucheron (Inter Perfumes y Cosméticos 0.3 0.5 0.4 0.4
Parfums Inc) Internacionales SA
Ô de Lancôme L'Oréal PROBECOL SA 0.3 0.2 0.2 0.2
(L'Oréal Groupe)
So Pretty Perfumes y Cosméticos 0.3 0.2 0.2 0.2
Financière)
Must de Cartier II Perfumes y Cosméticos 0.3 0.2 0.2 0.2

Financière)
Poême (L'Oréal L'Oréal PROBECOL SA 0.2 0.2 0.1 0.1
Groupe)
(Shiseido Co Ltd)
Dolce & Gabbana La Riviera SAS 2.0 - - -
(Procter & Gamble
Co, The)
Others Others 60.7 65.1 66.5 67.5
Total Total 100.0 100.0 100.0 100.0
Table 64 Forecast Sales of Fragrances by Category: Value 2018-2023
COP billion
2018 2019 2020 2021 2022 2023

- Premium Men's 312.9 326.7 344.0 359.7 374.1 386.1
Fragrances
- Premium Women's 297.1 311.3 322.4 330.4 337.7 346.5
Fragrances
- Premium Unisex 30.5 30.3 30.0 29.9 29.7 29.3
Fragrances
Sets/Kits
Mass Fragrances 1,354.9 1,348.5 1,333.7 1,309.5 1,285.2 1,273.2
Kits
Fragrances 2,000.7 2,022.0 2,035.3 2,034.6 2,031.8 2,039.9
trade sources
Table 65 Forecast Sales of Fragrances by Category: % Value Growth 2018-2023

2018/2019 2018-23 CAGR 2018/23 Total

- Premium Unisex Fragrances -0.5 -0.8 -3.9
- Premium Fragrance Sets/Kits 0.4 -1.1 -5.4
Mass Fragrances -0.5 -1.2 -6.0
- Mass Men's Fragrances -0.2 -1.0 -4.9
- Mass Women's Fragrances -0.3 -1.5 -7.1
- Mass Fragrance Sets/Kits -2.7 -0.5 -2.7
trade sources
HAIR CARE IN COLOMBIA -

CATEGORY ANALYSIS
HEADLINES
▪ Hair care posts growth of 5% in current value terms in 2018, to reach COP1.6 trillion
▪ Formulations containing natural ingredients continue to boost sales in the category
▪ Promotional activity slows down the rise in average unit prices
▪ Unilever Andina Colombia SA leads hair care, with a 16% value share in 2018, following the
acquisition of Quala SA’s hair care portfolio
▪ Over the forecast period, hair care is predicted to grow by a 4% current value CAGR (1%
CAGR at constant 2018 prices), to reach COP1.9 trillion in 2023
PROSPECTS
Salon Professional Hair Care Continues To Grow

Hairdressers’ and beauty salons number around 35,000 establishments in Colombia. The
great majority are small independent businesses located in residential areas. Colombian women
pay a lot of attention to the appearance of their hair, and to beauty in general; therefore, the
value of this category reached COP300,000 million in 2017 according to the Asociación
Nacional de Empresarios de Colombia (National Association of Entrepreneurs of Colombia),
and saw strong growth in 2018. The number of establishments is growing rapidly, contributing to
salon professional hair care being the fastest growing category in hair care over the review
period.
Strong Pressure on Mainstream Shampoo Brands

The exceptional performance of discounters, which offer low prices with a constant renewal of
stock, and membership clubs, with family-size formats, represent a significant threat to sales of
established retailers. To maintain their shares, conventional supermarkets and hypermarkets
have responded with aggressive pricing policies. Price pressure is intensifying, and during 2018
promotions were a significant part of the retailing landscape. Hair care is forecast to post
marginal value growth at constant 2018 prices over the forecast period, owing to continued price
competition, which will make it harder for mainstream brands to renew their offerings.
Brands have a challenging future ahead, with manufacturers needing to offer products with
high-added value, such as natural products, in an attempt to sustain growth. Generation Z
consumers tend to favour hair care products that offer a simple routine, such as shampoos
integrating extracts and oils, and serums with coconut milk. Styling agents have suffered from
the continued fashion for long hair and the trend towards more natural hair styles.
Health and Wellness Trend Impacts Hair Care

Similarly to other beauty and personal care categories, the health and wellness trend is
having a significant impact on hair care. Consumers are becoming more concerned about their
hair health, and are demanding products to address specific concerns, such as moisturising,
damage repair, colour protection of dyed hair, hair regrowth/hair loss prevention and scalp
treatments. Conditioners and treatments is projected to see among the strongest growth rates in
the forecast period, driven by growing demand for treatment products, such as hair masks,
serums and oils.
Unilever Andina Colombia SA Ranks First in Hair Care 2018

With the purchasing of Quala SA’s beauty and personal care portfolio in 2017, Unilever
reinforced its presence in the mass segment, achieving hair care category leadership. Through
its brands Sunsilk, TRESemmé, Dove, Clear and Sedal, the company leads sales of shampoo.
These brands are widely distributed through key supermarkets and drugstores, while its Ego,
Savital, and Bioexpert have performed well in convenience stores, where different formats are
found, such as sachets, which are not available at supermarkets or hypermarkets.
Procter & Gamble De Colombia SA Placed Second in Hair Care

Procter & Gamble’s second place position can be attributed to its strong presence in key hair
care categories. Its Head & Shoulders, Pantene and Herbal Essences brands are present in
shampoos, conditioners, 2-in-1 products and styling agents. The strong positions of Head &
Shoulders and Pantene have been influenced by the company’s investment in media
advertising, including TV, billboards and magazines. Head & Shoulders and Pantene are also
backed by significant activity via social media, for example through advertisements on Twitter
and close interaction with Facebook followers. Innovation and promotion also play an important
role in driving consumers’ attention towards the brands. Pantene offers YouTube tutorials with
tips on how to take care of hair. The recently launched collection Pantene Micellar promises to
strengthen hair, while purifying and moisturising through its pro-vitamin formulation.
Hair Care Sees Fierce Competition

Between them, Unilever Andina Colombia SA, Procter & Gamble de Colombia SA, Henkel
Colombiana SA and L’Oréal PROBECOL SA dominated value sales of hair care in 2018. Henkel
holds third place through its top-ranking Schwarzkopf Palette in colourants, its successful Syoss
and Konzil brands in shampoos and conditioners, and Schwarzkopf Igora in salon professional
hair car. L’Oréal also has a strong position in salon professional hair care with its L’Oréal
Professionnel and Kérastase, brands and has a key position in colourants with the L’Oréal
Excellence brand.
Competition for share is also fierce between private label ranges. The range from the leading
Colombian hypermarket chain Almacenes Exito has been extended considerably in recent
years, in response to economic uncertainty and the strengthening position of hard discounters.
CATEGORY DATA
Table 66 Sales of Hair Care by Category: Value 2013-2018
COP billion
2013 2014 2015 2016 2017 2018
2-in-1 Products 80.3 81.7 82.4 84.1 85.1 86.3

Colourants 160.5 163.8 176.5 195.6 199.5 206.1
Conditioners and 267.8 275.1 277.9 296.9 306.0 317.7
Treatments
Hair Loss Treatments 12.3 12.8 14.1 16.0 18.7 22.0
Perms and Relaxants 16.2 17.9 16.8 17.2 16.1 15.0
Salon Professional Hair 64.4 70.2 77.6 85.5 91.5 99.6
Care
Shampoos 555.2 582.6 592.7 624.7 657.3 696.9
- Medicated Shampoos 10.4 10.9 19.4 27.1 32.4 35.8
- Standard Shampoos 544.8 571.7 573.3 597.7 624.9 661.0
Styling Agents 122.9 126.3 132.9 137.2 140.5 144.4
Hair Care 1,279.6 1,330.4 1,371.0 1,457.1 1,514.6 1,588.0
Table 67 Sales of Hair Care by Category: % Value Growth 2013-2018

2017/18 2013-18 CAGR 2013/18 Total
2-in-1 Products 1.5 1.5 7.5

Colourants 3.3 5.1 28.4
Conditioners and Treatments 3.9 3.5 18.7
Hair Loss Treatments 17.3 12.2 78.2
Perms and Relaxants -7.0 -1.5 -7.2
Salon Professional Hair Care 8.9 9.1 54.5
Shampoos 6.0 4.7 25.5
- Medicated Shampoos 10.8 28.1 245.5
- Standard Shampoos 5.8 3.9 21.3
Styling Agents 2.8 3.3 17.5
Hair Care 4.8 4.4 24.1
Table 68 Sales of Hair Care by Premium vs Mass: % Value 2013-2018
% retail value rsp

2013 2014 2015 2016 2017 2018
Mass 94.8 94.2 93.7 93.6 93.4 93.1

Premium 5.2 5.8 6.3 6.4 6.6 6.9
Total 100.0 100.0 100.0 100.0 100.0 100.0
Table 69 NBO Company Shares of Hair Care: % Value 2014-2018
% retail value rsp

Company 2014 2015 2016 2017 2018
Unilever Andina 14.0 11.7 11.4 16.2 16.2

Colombia SA
Colombia SA

Ltda
Prebel SA 2.3 2.6 2.6 3.7 4.0
Belstar SA 3.2 2.7 2.7 2.7 2.7
Babaria de Colombia SAS - - 0.2 1.4 1.9
Biogen de Colombia SA, 0.8 0.8 0.9 1.1 1.3
Laboratorios
Profrance EU 0.6 0.6 0.6 0.7 0.9
Industrias Bisonte Ltda 0.8 0.8 0.7 0.7 0.7
Alicorp Colombia SA 0.8 0.7 0.6 0.5 0.4
Superbrands Colombia SAS - 0.0 0.0 0.2 0.3
Cosmetic Fashion Corp SA 0.2 0.2 0.2 0.2 0.2
Sabama Ltda 0.1 0.1 0.1 0.2 0.2
Pharmaderm SA 0.1 0.1 0.1 0.1 0.1
Colombia SA
Fiammé SA 0.2 0.1 0.0 0.0 0.0
Quala SA 5.2 4.6 4.7 - -
Private Label 0.2 0.2 0.3 0.6 0.6
Others 19.6 21.0 17.7 13.3 11.5
Total 100.0 100.0 100.0 100.0 100.0
Table 70 NBO Company Shares of Salon Professional Hair Care: % Value 2014-2018
% retail value rsp

Company 2014 2015 2016 2017 2018

Profrance EU 10.9 10.8 11.0 12.2 13.7
Ltda
Sabama Ltda 2.0 2.3 2.4 2.7 2.6
Coty Colombia Ltda - - 1.5 1.4 1.3
Procter & Gamble de 1.9 1.6 - - -
Colombia SA
Alberto-Culver Co - - - - -
Others 30.4 30.3 30.3 27.8 26.9
Total 100.0 100.0 100.0 100.0 100.0
Table 71 LBN Brand Shares of Hair Care: % Value 2015-2018
% retail value rsp


Group) Colombia SA
Co, The)
Groupe)
Co KGaA)
Syoss (Henkel AG & Henkel Colombiana SA 2.1 2.2 2.3 2.3
Co KGaA)
Belcorp)
Vital (Henkel AG &
Co KGaA)
Ego (Unilever Group) Unilever Andina - - 2.2 2.2
Colombia SA
Avon Advance Avon Colombia Ltda 2.4 2.4 2.3 2.2
Techniques (Avon
Products Inc)
Products Inc)
Babaria (Berioska SL) Babaria de Colombia SAS - 0.2 1.4 1.9
Schwarzkopf Palette Henkel Colombiana SA 1.9 1.9 1.9 1.9
Medicasp (Genomma Genomma Lab Colombia Ltda 0.8 1.2 1.5 1.6
Lab Internacional
SAB de CV)
Savital (Unilever Unilever Andina - - 1.5 1.5
Group) Colombia SA
Luminance Laboratorios Recamier Ltda 1.4 1.4 1.4 1.4
Bioexpert (Unilever Unilever Andina - - 1.3 1.3
Group) Colombia SA
IGORA ROYAL (Henkel Henkel Colombiana SA 1.1 1.1 1.2 1.2
AG & Co KGaA)
Dove Hair (Unilever Unilever Andina 1.1 1.1 1.1 1.1
Group) Colombia SA
L'Oréal Imédia L'Oréal PROBECOL SA 0.7 0.9 1.1 1.1
Excellence (L'Oréal
Groupe)
Kleer Laboratorios Recamier Ltda 1.0 1.0 1.1 1.0
Pilogan (Grünenthal Biogen de Colombia SA, 0.6 0.7 0.9 1.0
GmbH) Laboratorios
Muss Laboratorios Recamier Ltda 0.9 0.9 1.0 1.0
Clear (Unilever Unilever Andina 0.9 1.0 1.0 1.0
Group) Colombia SA
Marcel France Profrance EU 0.6 0.6 0.7 0.9
Koleston (Coty Inc) Prebel SA - 0.8 0.9 0.9
L'Oréal Casting L'Oréal PROBECOL SA 0.4 0.8 0.8 0.8
(L'Oréal Groupe)
Clairol Herbal Prebel SA - - 0.5 0.8
Essences (Procter &
Gamble Co, The)
Colorance Laboratorios Recamier Ltda 0.8 0.8 0.8 0.8

Cosméticos SA)
Ego Quala SA 2.1 2.2 - -
Savital Quala SA 1.3 1.3 - -
Bioexpert Quala SA 1.2 1.2 - -
Koleston (Procter & Prebel SA 0.8 - - -
Gamble Co, The)
Others Others 34.2 30.9 27.0 25.3
Total Total 100.0 100.0 100.0 100.0
Table 72 LBN Brand Shares of Colourants: % Value 2015-2018
% retail value rsp


Vital (Henkel AG &
Co KGaA)
Schwarzkopf Palette Henkel Colombiana SA 15.1 14.0 14.3 14.3
Luminance Laboratorios Recamier Ltda 11.0 10.4 10.7 10.9
L'Oréal Imédia L'Oréal PROBECOL SA 5.4 7.0 8.4 8.6
Excellence (L'Oréal
Groupe)
Koleston (Coty Inc) Prebel SA - 6.1 6.5 6.6
L'Oréal Casting L'Oréal PROBECOL SA 3.5 5.8 6.2 6.5
ColorSpa (L'Oréal
Groupe)
Colorance Laboratorios Recamier Ltda 6.5 6.2 6.3 6.3
Co KGaA)
Wellaton (Coty Inc) Prebel SA - 5.5 5.7 5.8
Garnier Nutrisse L'Oréal PROBECOL SA 2.9 2.3 2.8 2.8
(L'Oréal Groupe)
Soft Color (Coty Inc) Prebel SA - 2.4 2.5 2.5
Schwarzkopf (Henkel Henkel Colombiana SA - - 0.4 1.9
AG & Co KGaA)
Colora Henna Belleza Express SA 0.6 0.6 0.5 0.4
Rocio de Oro René Chardon Ltda, 0.1 0.0 0.0 0.0
Iluminador Laboratorios
Koleston (Procter & Prebel SA 6.5 - - -
Gamble Co, The)
Wellaton (Procter & Prebel SA 5.4 - - -
Gamble Co, The)
Soft Color (Procter Prebel SA 2.6 - - -
& Gamble Co, The)
Cyzone (Corporación Belstar SA 1.0 - - -
Belcorp)
Yanbal (Unique- Yanbal de Colombia SA 0.1 - - -
Yanbal Group)
Avon Advance Avon Colombia Ltda - - - -
Techniques (Avon
Products Inc)
Viva Color (Procter Prebel SA - - - -
& Gamble Co, The)
Wella Color Prebel SA - - - -

(Procter & Gamble
Co, The)
Others Others 15.8 17.8 12.4 10.0
Total Total 100.0 100.0 100.0 100.0
Table 73 LBN Brand Shares of Salon Professional Hair Care: % Value 2015-2018
% retail value rsp


AG & Co KGaA)
L'Oréal L'Oréal PROBECOL SA 6.1 6.2 7.0 6.9
Professionnel
(L'Oréal Groupe)
Glatt (Henkel AG & Henkel Colombiana SA 4.2 5.6 5.5 5.2
Co KGaA)
Kérastase Nutritive L'Oréal PROBECOL SA 4.1 4.0 4.7 4.9
(L'Oréal Groupe)
Duvy Class Cosmetic Fashion Corp SA 4.2 3.8 3.5 3.4
Professional
Vitamino Color L'Oréal PROBECOL SA 2.6 2.4 3.2 3.0
(L'Oréal Groupe)
Alfaparf (AlfaParf Sabama Ltda 2.3 2.4 2.7 2.6
Group SpA)
bc bonacure (Henkel Henkel Colombiana SA 1.5 1.7 1.8 1.9
AG & Co KGaA)
Sebastian (Coty Inc) Coty Colombia Ltda - 1.5 1.4 1.3
Sebastian (Procter Procter & Gamble de 1.6 - - -
Others Others 30.3 30.3 27.8 26.9
Total Total 100.0 100.0 100.0 100.0
Table 74 LBN Brand Shares of Styling Agents: % Value 2015-2018
% retail value rsp

Kleer Laboratorios Recamier Ltda 10.2 10.8 11.4 11.5

Group) Colombia SA
Pantene Pro-V Procter & Gamble de 7.9 8.0 8.0 8.1
Co, The)
Co KGaA)
Colombia SA
L'Oréal Studio Line L'Oréal PROBECOL SA 3.7 3.8 4.7 4.8
(L'Oréal Groupe)
Wellapon (Coty Inc) Prebel SA - 4.2 4.2 4.2

New Wave (Coty Inc) Prebel SA - 3.8 3.9 3.9
Natural Styling Henkel Colombiana SA 2.3 2.6 2.4 2.5
Co KGaA)
L'Oréal Elvive L'Oréal PROBECOL SA 1.6 1.8 1.9 1.8
(L'Oréal Groupe)
Xtreme (Henkel AG & Henkel Colombiana SA - 1.4 1.6 1.8
Co KGaA)
Babaria (Berioska SL) Babaria de Colombia SAS - 1.6 1.5 1.6
Dove Hair (Unilever Unilever Andina 1.3 1.3 1.3 1.3
Group) Colombia SA
Muss Lotion Laboratorios Recamier Ltda 0.8 0.7 0.9 0.9
Ertia (Amway Corp) Amway Colombia SA 1.0 1.0 0.9 0.8
Belcorp)
Vitane Men Laboratorios Recamier Ltda 0.2 0.2 0.3 0.3
Cosmetics SA)
Belcorp)
Fiammé Fiammé SA 0.6 0.4 0.3 0.2
Alberto Consort Unilever Andina 0.3 0.2 0.2 0.2
Products Inc)
Wellapon (Procter & Prebel SA 3.9 - - -
Gamble Co, The)
New Wave (Procter & Prebel SA 3.7 - - -
Gamble Co, The)
Avon Men (Avon Avon Colombia Ltda 0.1 - - -
Products Inc)
Alberto Consort Alberto-Culver Co - - - -
Avon Advance Avon Colombia Ltda - - - -
Techniques (Avon
Products Inc)
Rodoska con Pantenol Fiammé SA - - - -
Others Others 36.1 31.9 29.3 28.1
Total Total 100.0 100.0 100.0 100.0
Table 75 LBN Brand Shares of Premium Hair Care: % Value 2015-2018
% retail value rsp


AG & Co KGaA)
Professionnel
(L'Oréal Groupe)
Amway Satinique Amway Colombia SA 6.6 6.3 5.6 4.9
(Amway Corp)
Glatt (Henkel AG & Henkel Colombiana SA 3.8 5.1 5.0 4.8
Co KGaA)
Kérastase Nutritive L'Oréal PROBECOL SA 3.7 3.7 4.3 4.5
(L'Oréal Groupe)
Duvy Class Cosmetic Fashion Corp SA 3.8 3.4 3.2 3.1
Professional
Vitamino Color L'Oréal PROBECOL SA 2.3 2.2 2.9 2.8
(L'Oréal Groupe)
Alfaparf (AlfaParf Sabama Ltda 2.0 2.2 2.5 2.4
Group SpA)
bc bonacure (Henkel Henkel Colombiana SA 1.4 1.6 1.7 1.7
AG & Co KGaA)
Sebastian (Coty Inc) Coty Colombia Ltda - 1.4 1.3 1.2
Bonawell (Henkel AG Henkel Colombiana SA 1.1 1.2 1.1 1.1
& Co KGaA)
Sebastian (Procter Procter & Gamble de 1.5 - - -
Others Others 29.5 28.9 27.4 27.1
Total Total 100.0 100.0 100.0 100.0
Table 76 Forecast Sales of Hair Care by Category: Value 2018-2023
COP billion
2018 2019 2020 2021 2022 2023
2-in-1 Products 86.3 84.5 83.4 83.0 81.5 79.1

Colourants 206.1 207.2 210.5 216.4 225.7 237.8
Conditioners and 317.7 323.9 327.2 331.8 333.3 334.0
Treatments
Hair Loss Treatments 22.0 23.7 25.1 26.0 26.6 27.1
Perms and Relaxants 15.0 13.9 13.0 12.4 12.1 11.9
Salon Professional Hair 99.6 103.6 108.4 114.6 122.1 131.2
Care
Shampoos 696.9 707.9 712.3 707.4 696.1 679.9
- Medicated Shampoos 35.8 37.7 39.1 40.1 40.8 41.3
- Standard Shampoos 661.0 670.2 673.2 667.3 655.3 638.6
Styling Agents 144.4 142.1 141.1 141.7 143.7 147.4
Hair Care 1,588.0 1,606.8 1,620.9 1,633.3 1,641.0 1,648.4
trade sources
Table 77 Forecast Sales of Hair Care by Category: % Value Growth 2018-2023

2018/2019 2018-23 CAGR 2018/23 Total
2-in-1 Products -2.1 -1.7 -8.3

Colourants 0.6 2.9 15.4
Conditioners and Treatments 1.9 1.0 5.1
Hair Loss Treatments 7.9 4.3 23.3
Perms and Relaxants -7.2 -4.6 -20.8
Salon Professional Hair Care 4.0 5.7 31.7
Shampoos 1.6 -0.5 -2.4
- Medicated Shampoos 5.1 2.9 15.2
- Standard Shampoos 1.4 -0.7 -3.4
Styling Agents -1.6 0.4 2.1
Hair Care 1.2 0.8 3.8

trade sources
Table 78 Forecast Sales of Hair Care by Premium vs Mass: % Value 2018-2023
% retail value rsp

2018 2019 2020 2021 2022 2023
Mass 93.1 93.0 92.7 92.4 92.0 91.4

Premium 6.9 7.0 7.3 7.6 8.0 8.6
Total 100.0 100.0 100.0 100.0 100.0 100.0
trade sources
MEN'S GROOMING IN COLOMBIA -

CATEGORY ANALYSIS
HEADLINES
▪ Men’s grooming posts 4% current value growth in 2018, to reach COP1.8 trillion
▪ Mainstream companies need to expand their men’s grooming portfolios to drive further growth
▪ Men’s post-shave and razors see a contraction in their average unit price in current terms in
2018
▪ Procter & Gamble de Colombia SA leads men’s grooming in 2018, with a 19% value share
▪ Over the forecast period, men’s grooming is projected to increase at a 5% current value
CAGR (2% CAGR at constant 2018 prices), to reach COP2.3 trillion in 2023
PROSPECTS
Traditional Categories Will Drive Growth in the Coming Years

Traditional men’s grooming categories, such as men’s shaving, men’s deodorants and men’s
fragrances are more mature, with higher penetration thanks to a wider availability of products
specifically targeting men’s needs. They are set to continue to perform well over the forecast
period. Colombian men tend to be conservative regarding including new products in their
personal care routines; however, awareness has increased and there is greater acceptance of
more sophisticated offerings, especially in urban areas. Men’s hair care, men’s bath and
shower, and men’s skin care still have low penetration rates, and their performances tend to be
subject to external factors, such as economic uncertainty, as they are considered non-essential
and can easily be substituted.
The effects of the economic adjustment experienced in 2017, when consumer confidence and
consumption declined, led to core categories of men’s grooming slowing down until the second
half of 2018. Most households opted to buy products that are best suited for the entire family,
rather than gender-specific.
Multipurpose Toiletries and Line Extensions Are Expected

Most categories within men’s grooming recorded value sales growth in 2018. Men’s post
shave declined due to financially constrained consumers preferring to purchase multipurpose
mass products, such as Arden for Men 3-in-1 or abandoning purchasing altogether. Over the
coming years, Colombian men are not expected to change their spending habits significantly,
presenting a challenge for more discretionary products, such as those found in men’s toiletries.
The multipurpose trend, which has had great traction among women, is predicted to be
extended male consumers to boost sales, as along with the extension of lines such as Old Spice
Deodorant into aftershave, lotion and styling products.
Products for Beards and Moustaches Will Continue To Increase in

Availability
The beard trend that has been growing around the world arrived in Colombia in the latter part
of the review period, despite the warm tropical weather and the cultural preconception that
beards are stereotypically worn by certain types of man – musicians, hipsters and artists. Due to
this trend, men’s shaving products saw a decrease in the pace of growth, As the clean-shaven
look is no longer viewed as the only acceptable style in corporate and social settings, styles with
more facial hair have become more mainstream. Barbers’ services are expected to continue
developing in the forecast period, which will favour sales of extended line products for the
maintenance of beards and moustaches, such as beard creams, shampoos, waxes, oils and
balms. Marketing campaigns via social media, and endorsements by celebrities and influencers,
will motivate consumer usage and create a relationship with brands.
Men’s Grooming Leading Players

Procter & Gamble de Colombia SA ranks first in men’s grooming, thanks to the Gillette brand,
which is present in men’s razors and blades, men’s post-shave, men’s pre-shave, men’s
deodorants, as well as the Head & Shoulders brand in men’s hair care. The company enjoys
strong brand recognition and benefits from a wide distribution network across grocery retailers
and health and beauty specialists. Unilever Andina de Colombia SA ranks first in men’s
deodorants with its brands Axe, Rexona Men and Dove Men. Axe was originally launched as a
men’s deodorant brand, but it has also launched a line extension in men’s fragrances. Due to
the growing trend for wearing beards, there is predicted to be an expansion of both companies’
portfolios, with the launch of innovations related to facial hair.
Internet retailing has become an important channel for men’s grooming. With the growth of
the beard trend, stylists, barbers and specialists in this category have used e-commerce to
supply products to maintain facial hair; for example, Barbadoscolombia.com,
barbalargacolombia.com, elclubbarbadoscol.com and capitanbarbas.com
Babaria Enters, Adding Dynamism To the Category

The Spanish company Berioska, with its brand Babaria, entered men’s grooming in the latter
part of the review period, in the body cream and shampoo categories. Due to strong consumer
acceptance and popularity within beauty specialist retailers, the brand extended its portfolio in
Colombia to several beauty and personal care categories, with lines in men’s deodorants, pre-
and aftershave, styling and shower gel. Babaria has become an option for budget-orientated
consumers who are trying to include specialised products into their routines at a lower cost.
Items in the Babaria range can be priced 50% cheaper than the market leader.
Mass Brands Continue To Outperform Premium Ones

Mass brands continued to outsell premium brands in men’s grooming in 2018. The top
brands, such as Gillette, Nivea for Men and Axe, support their growth with significant advertising
and promotional campaigns. Mass brands are affordable and are often found in multiple
channels, making them readily accessible for consumers. The premium segment has a stronger
presence in men’s skin care, attracting consumers who are willing to invest in more
sophisticated options or to treat a specific skin concern. Kiehl’s, L’Occitane and Clinique for Men
are among the most visible brands.
CATEGORY DATA
Table 79 Sales of Men’s Grooming by Category: Value 2013-2018
COP billion
2013 2014 2015 2016 2017 2018
Men's Shaving 387.4 401.5 419.8 430.6 450.5 460.8

- Men's Post-Shave 9.1 10.4 10.8 11.3 12.2 12.0
- Men's Pre-Shave 25.8 28.5 29.1 29.4 34.2 37.2
- Men's Razors and Blades 352.5 362.6 379.9 389.9 404.2 411.6
Men's Toiletries 387.3 387.8 402.8 438.0 449.6 486.7
- Men's Bath and Shower 11.9 14.8 18.0 21.2 24.6 28.5
-- Premium Men's Bath 0.7 0.7 0.7 0.7 0.8 0.9
and Shower
-- Mass Men's Bath and 11.2 14.1 17.3 20.5 23.7 27.6
Shower
- Men's Deodorants 316.6 312.6 323.8 352.6 357.4 385.9
-- Premium Men's 32.7 35.4 43.0 47.6 46.3 51.8
Deodorants
-- Mass Men's Deodorants 283.9 277.2 280.8 305.0 311.1 334.1
- Men's Hair Care 55.6 56.9 57.0 60.0 63.4 67.9
-- Premium Men's Hair - - - - - -
Care
-- Mass Men's Hair Care 55.6 56.9 57.0 60.0 63.4 67.9
- Men's Skin Care 3.2 3.5 4.0 4.3 4.3 4.4
-- Premium Men's Skin - - - - - -
Care
-- Mass Men's Skin Care 3.2 3.5 4.0 4.3 4.3 4.4
Men's Fragrances 722.0 747.7 757.3 793.8 822.4 848.1
- Premium Men's 232.6 253.5 257.5 271.6 294.8 312.9
Fragrances
Men's Grooming 1,496.6 1,537.0 1,579.9 1,662.4 1,722.5 1,795.6
Table 80 Sales of Men’s Grooming by Category: % Value Growth 2013-2018

2017/18 2013-18 CAGR 2013/18 Total
Men's Shaving 2.3 3.5 19.0

- Men's Post-Shave -1.5 5.6 31.2
- Men's Pre-Shave 8.9 7.6 44.5
- Men's Razors and Blades 1.8 3.1 16.8
Men's Toiletries 8.2 4.7 25.7
- Men's Bath and Shower 16.1 19.1 139.9
-- Premium Men's Bath and Shower 9.7 6.3 35.9
-- Mass Men's Bath and Shower 16.3 19.7 146.1
- Men's Deodorants 8.0 4.0 21.9
-- Premium Men's Deodorants 11.9 9.6 58.4
-- Mass Men's Deodorants 7.4 3.3 17.7
- Men's Hair Care 7.0 4.1 22.0
-- Premium Men's Hair Care - - -
-- Mass Men's Hair Care 7.0 4.1 22.0
- Men's Skin Care 2.9 6.5 36.8
-- Premium Men's Skin Care - - -
-- Mass Men's Skin Care 2.9 6.5 36.8
Men's Fragrances 3.1 3.3 17.5

Table 81 Sales of Men's Razors and Blades by Type: % Value Breakdown 2014-2018
% retail value rsp

2014 2015 2016 2017 2018
Disposables 88.0 88.0 87.0 82.5 82.5

Systems 12.0 12.0 13.0 17.5 17.5
Systems - Razors 5.0 5.0 6.0 8.0 8.1
Systems - Refill Blades 7.0 7.0 7.0 9.5 9.4
Total 100.0 100.0 100.0 100.0 100.0
Table 82 Sales of Men's Skin Care by Type: % Value Breakdown 2015-2018
% retail value rsp

2015 2016 2017 2018
Body Care 92.1 92.1 92.4 93.5

Facial Care - 2.0 2.5 2.7
Hand Care 7.9 5.9 5.1 3.8
Total 100.0 100.0 100.0 100.0
Table 83 NBO Company Shares of Men’s Grooming: % Value 2014-2018
% retail value rsp

Company 2014 2015 2016 2017 2018

Colombia SA
Belstar SA 13.3 12.0 12.4 12.1 11.9
Colombia SA
La Riviera SAS 3.5 4.2 4.2 4.4 4.5
Prebel SA 1.8 2.0 2.0 2.1 2.1
SA
Sté Bic SA 0.7 0.6 0.6 0.7 0.7

Internacionales SA
Ltda
Sesderma Colombia SA 0.1 0.1 0.1 0.1 0.1
Muscari Parfums Ltda 0.1 0.1 0.1 0.1 0.1
Quala SA 1.8 1.5 1.3 - -
Private Label 0.2 0.3 0.4 0.5 0.5
Others 12.9 13.9 14.5 14.6 15.1
Total 100.0 100.0 100.0 100.0 100.0
Table 84 LBN Brand Shares of Men’s Grooming: % Value 2015-2018
% retail value rsp


(Procter & Gamble
Co, The)
Yanbal Group)
Belcorp)
Co, The)
Belcorp)
(Colgate-Palmolive
Co)
Gillette Series Procter & Gamble de 2.2 2.2 2.2 2.3
Co, The)
(Revlon Inc)
Schick Xtreme3 Eveready de Colombia SA 1.9 2.0 2.0 2.0
(Edgewell Personal
Care Brands LLC)
Axe (Unilever Group) Unilever Andina 1.9 1.8 1.6 1.7
Colombia SA
Co KGaA)
(Puig SL)
Colombia SA
Gillette Fusion Procter & Gamble de 1.4 1.5 1.5 1.5
ProGlide (Procter & Colombia SA
Gamble Co, The)

Rexona Men Unilever Andina 1.3 1.2 1.2 1.3
SL)
(Beiersdorf AG)
Musk Franchise Avon Colombia Ltda - - 1.3 1.1
(Avon Products Inc)
Schick FX Diamond Eveready de Colombia SA 1.5 1.2 1.2 1.1
(Edgewell Personal
Care Brands LLC)
Homme (L'Oréal
Groupe)
Mesmerize Franchise Avon Colombia Ltda - 0.1 1.2 1.1
(Avon Products Inc)
Balance for Men Henkel Colombiana SA 0.9 1.0 1.0 1.1
(L'Oréal Groupe)
Belcorp)
Avon Full Speed/RPM Avon Colombia Ltda 1.2 1.0 - 0.8
(Avon Products Inc)
Just Men Care Swissjust Latinoamérica SA 0.7 0.8 0.6 0.8
(Estée Lauder Cos
Inc)
Bic Sté Bic SA 0.6 0.6 0.7 0.7
Homme (L'Oréal
Groupe)
Cosméticos SA)
Avon Musk for Men Avon Colombia Ltda 1.1 1.2 - -
(Avon Products Inc)
Avon Mesmerize for Avon Colombia Ltda 1.0 1.0 - -
Men (Avon Products
Inc)
Others Others 32.3 32.0 32.3 31.1
Total Total 100.0 100.0 100.0 100.0
Table 85 LBN Brand Shares of Men's Razors and Blades: % Value 2015-2018
% retail value rsp


Prestobarba Excel Colombia SA
(Procter & Gamble
Co, The)

Co, The)
Schick Xtreme3 Eveready de Colombia SA 7.7 8.3 8.7 8.7
(Edgewell Personal
Care Brands LLC)
Gillette Fusion Procter & Gamble de 6.0 6.6 6.5 6.6
ProGlide (Procter & Colombia SA
Gamble Co, The)
Schick FX Diamond Eveready de Colombia SA 6.2 5.1 5.0 5.0
(Edgewell Personal
Care Brands LLC)
Bic Sté Bic SA 2.5 2.7 2.8 2.9
Gillette Sensor Procter & Gamble de 2.4 2.3 2.1 2.1
Co, The)
Schick Protector 3D Eveready de Colombia SA 3.7 2.6 2.1 1.9
(Edgewell Personal
Care Brands LLC)
Minora (Procter & Procter & Gamble de 1.4 1.6 1.4 1.4
Schick Quattro Eveready de Colombia SA 1.1 1.1 1.2 1.3
(Edgewell Personal
Care Brands LLC)
Schick Exacta II Eveready de Colombia SA 1.1 1.0 1.1 0.9
(Edgewell Personal
Care Brands LLC)
Schick Ultra Eveready de Colombia SA 1.3 1.1 0.8 0.8
(Edgewell Personal
Care Brands LLC)
Perfexion JGB SA, Laboratorios 0.5 0.7 0.7 0.7
Avon Wellness (Avon Avon Colombia Ltda - - - -
Products Inc)
Schick Exacta II Eveready de Colombia SA - - - -
(Energizer Holdings
Inc)
Schick FX Diamond Eveready de Colombia SA - - - -
(Energizer Holdings
Inc)
Schick FX Performer Eveready de Colombia SA - - - -
(Energizer Holdings
Inc)
Schick Protector 3D Eveready de Colombia SA - - - -
(Energizer Holdings
Inc)
Schick Quattro Eveready de Colombia SA - - - -
(Energizer Holdings
Inc)
Schick Ultra Eveready de Colombia SA - - - -
(Energizer Holdings
Inc)
Schick Ultrex Eveready de Colombia SA - - - -
(Energizer Holdings
Inc)
Schick Xtreme3 Eveready de Colombia SA - - - -
(Energizer Holdings
Inc)
Total Total 100.0 100.0 100.0 100.0
Table 86 Forecast Sales of Men’s Grooming by Category: Value 2018-2023
COP billion
2018 2019 2020 2021 2022 2023
Men's Shaving 460.8 462.7 468.3 475.7 487.1 503.0

- Men's Post-Shave 12.0 12.1 12.2 12.4 12.7 13.1
- Men's Pre-Shave 37.2 38.8 40.0 40.7 41.3 41.4
- Men's Razors and Blades 411.6 411.8 416.2 422.7 433.1 448.4
Men's Toiletries 486.7 508.5 526.7 541.9 554.2 563.2
- Men's Bath and Shower 28.5 30.1 31.4 32.4 33.3 33.8
-- Premium Men's Bath 0.9 0.9 0.9 0.9 0.9 0.9
and Shower
-- Mass Men's Bath and 27.6 29.2 30.4 31.5 32.4 32.9
Shower
- Men's Deodorants 385.9 404.6 420.5 433.6 444.8 452.3
-- Premium Men's 51.8 53.4 54.3 56.0 58.3 61.3
Deodorants
-- Mass Men's Deodorants 334.1 351.2 366.2 377.6 386.5 391.1
- Men's Hair Care 67.9 69.4 70.5 71.3 71.4 72.0
-- Premium Men's Hair - - - - - -
Care
-- Mass Men's Hair Care 67.9 69.4 70.5 71.3 71.4 72.0
- Men's Skin Care 4.4 4.3 4.4 4.5 4.7 5.0
-- Premium Men's Skin - - - - - -
Care
-- Mass Men's Skin Care 4.4 4.3 4.4 4.5 4.7 5.0
Men's Fragrances 848.1 861.0 872.6 878.2 885.6 894.8
- Premium Men's 312.9 326.7 344.0 359.7 374.1 386.1
Fragrances
Men's Grooming 1,795.6 1,832.2 1,867.6 1,895.8 1,926.9 1,960.9
trade sources
Table 87 Forecast Sales of Men’s Grooming by Category: % Value Growth 2018-2023

2018/2019 2018-23 CAGR 2018/23 Total
Men's Shaving 0.4 1.8 9.1

- Men's Post-Shave 0.8 1.8 9.4
- Men's Pre-Shave 4.3 2.1 11.2
- Men's Razors and Blades 0.1 1.7 9.0
Men's Toiletries 4.5 3.0 15.7
- Men's Bath and Shower 5.6 3.5 18.6
-- Premium Men's Bath and Shower 2.1 -0.1 -0.3
-- Mass Men's Bath and Shower 5.7 3.6 19.2
- Men's Deodorants 4.8 3.2 17.2
-- Premium Men's Deodorants 3.1 3.4 18.2
-- Mass Men's Deodorants 5.1 3.2 17.0
- Men's Hair Care 2.3 1.2 6.1
-- Premium Men's Hair Care - - -
-- Mass Men's Hair Care 2.3 1.2 6.1
- Men's Skin Care -1.1 2.8 14.6

-- Premium Men's Skin Care - - -
-- Mass Men's Skin Care -1.1 2.8 14.6
Men's Fragrances 1.5 1.1 5.5
trade sources
ORAL CARE IN COLOMBIA -

CATEGORY ANALYSIS
HEADLINES
▪ Oral care posts current value growth of 9% in 2018, to reach COP1.5 trillion
▪ In 2018, consumers continue to seek advanced ingredients to enhance their oral care routines
▪ The average unit price increases across oral care categories in current terms in 2018
▪ Colgate-Palmolive retains the leadership of oral care, with a 54% value share in 2018
▪ Over the forecast period, oral care is projected to increase at a 6% current value CAGR (2%
CAGR at constant 2018 prices), to reach COP1.9 trillion in 2023
PROSPECTS
Intense Promotional Activities and Larger Formats Boost Category

Sales
Consumers continue to seek products offering good value for money when purchasing oral
care items. Leading players have sought to offer economy pack types, multipacks, and four-for-
the-price-of-three promotions and other discounts to stimulate demand. Sales have been
positively affected by such strategies, which are expected to continue being implemented in
2019. Companies are accustomed to being responsive to consumer demand regarding prices,
so as to be well placed during periods of economic hardships. The majority of products in this
category are standard or with a basic formulation, although there are some variations in prices
based on the attributes of each product. Private label offerings, for example from hard
discounters, are slowly starting to take market share from branded offerings, with larger and
cheaper formats.
Innovation Drives Growth in Oral Care

Toothpaste held the largest share and saw the fastest growth in oral care in 2018. Its usage is
near universal across all income and age groups, although it still has potential for growth.
Premiumisation in the category is playing a key role, backed by manufacturers investing
significantly in advertising through digital platforms, as well as traditional media.
Natural Ingredients on the Rise

In line with the wider beauty and personal care market, consumers are seeking natural
ingredients in oral care. In an effort to boost value sales, manufacturers have introduced new
product technologies and new claims in line with this trend. Colgate, for example, has recently
launched Natural Extracts variants, with ginger and coconut for detox, and citrus fruits and
eucalyptus for reinforced defence. Products reflecting this trend have not shown significant
growth, and the area remains underdeveloped, but brands appear to be committed to propelling
demand by providing new options.
Over the forecast period, volume growth will be restricted by maturity and high levels of
penetration in the main categories. Consumers have, however, come to expect more from their
oral care products with respect to whitening, sensitivity, total care and plaque prevention, which
should help drive value.
Colgate-Palmolive Remains the Leading Company in Oral Care

Colgate-Palmolive & Cia continues to dominate sales of oral care, offering lines of toothpaste,
toothbrushes, dental floss and mouthwash under the Colgate brand. The success of Colgate in
the category is based on its wide distribution network, innovation, marketing campaigns,
promotions at points of sale and social commitment. The brand contributes to raising awareness
of oral care in the country through the campaign “Bright smiles, bright futures”.
Colgate-Palmolive Expands Its Portfolio

Colgate-Palmolive has been increasing its toothpaste portfolio and targeting segments with
specific needs, meaning its range is extensive. However, in the latter part of the review period,
consumers were focused on less expensive products, opting for oral care offerings that target
the entire family. Nonetheless, Colgate-Palmolive managed to increase its share in 2018, having
seen a decline in 2017.
International Brands Continue To Be Preferred by Consumers

Oral care is dominated by international brands, such as Colgate and Procter & Gamble’s Oral-
B. Their global brand profile means they are recognisable by consumers, and their high quality
reinforces their competitive position. The dynamism of the category has prompted the entry of
new brands. JGB SA’s brand Fluocardent and Quala’s – Fortident (now part of Unilever’s
portfolio) have seen significant growth in share, due to their competitive prices and
effectiveness, as well as the introduction of children’s products in their portfolios – an area
previously dominated by Colgate and Oral B.
CATEGORY DATA
Table 88 Sales of Oral Care by Category: Value 2013-2018
COP billion
2013 2014 2015 2016 2017 2018
Dental Floss 28.5 29.3 30.3 30.7 32.3 33.7

Denture Care 31.6 32.6 34.4 36.5 38.6 41.2
Mouth Fresheners 3.6 3.7 3.9 4.0 4.4 4.7
Mouthwashes/Dental Rinses 119.0 122.8 130.8 136.0 139.1 146.4
Tooth Whiteners 2.5 3.1 4.1 4.9 5.9 6.8
Toothbrushes 265.6 273.5 289.8 304.5 321.2 344.4
- Manual Toothbrushes 260.0 267.7 283.8 298.8 315.5 338.7
- Power Toothbrushes 5.6 5.9 5.9 5.7 5.7 5.7
Toothpaste 631.6 652.9 693.1 733.3 800.3 882.1
Oral Care 1,082.5 1,118.0 1,186.4 1,249.9 1,341.8 1,459.2
Note: Oral Care total excludes the category total for manual and power toothbrushes
Table 89 Sales of Oral Care by Category: % Value Growth 2013-2018

2017/18 2013-18 CAGR 2013/18 Total
Dental Floss 4.2 3.4 18.2

Denture Care 6.6 5.4 30.1
Mouth Fresheners 6.4 5.3 29.5
Mouthwashes/Dental Rinses 5.2 4.2 23.0
Tooth Whiteners 16.2 22.2 171.9
Toothbrushes 7.2 5.3 29.7
- Manual Toothbrushes 7.4 5.4 30.3
- Power Toothbrushes 0.0 0.3 1.7
Toothpaste 10.2 6.9 39.7
Oral Care 8.7 6.2 34.8
Table 90 Sales of Toothbrushes by Category: Value 2013-2018
COP billion
2013 2014 2015 2016 2017 2018
Toothbrushes 265.6 273.5 289.8 304.5 321.2 344.4

-- Battery Toothbrushes 5.3 5.5 5.6 5.5 5.4 5.4
--- Battery Toothbrush 2.0 2.0 2.1 1.8 1.7 1.6
Replacement Heads
Units
-- Electric Toothbrushes 0.4 0.3 0.3 0.3 0.3 0.3
--- Electric Toothbrush 0.1 0.1 0.1 0.1 0.1 0.0
Replacement Heads
Units
Table 91 Sales of Toothbrushes by Category: % Value Growth 2013-2018

2017/18 2013-18 CAGR 2013/18 Total

- Power Toothbrushes 0.0 0.3 1.7
-- Battery Toothbrushes 0.1 0.6 3.2
--- Battery Toothbrush Replacement Heads -6.9 -4.6 -21.0
--- Battery Toothbrush Units 3.4 3.4 18.0
-- Electric Toothbrushes -3.2 -4.6 -20.8
--- Electric Toothbrush Replacement -5.2 -8.4 -35.5
Heads
--- Electric Toothbrush Units -2.8 -3.6 -16.9
Table 92 Sales of Toothpaste by Type: % Value Breakdown 2014-2018
% retail value rsp

2014 2015 2016 2017 2018
Children's 6.0 6.0 6.0 6.0 6.0

Fresh Breath 24.0 24.0 23.0 23.0 23.5
Sensitive 6.0 6.0 6.0 6.0 7.0
Total Care/Complete Care 18.0 18.0 18.0 18.0 18.2
Traditional/Standard/ 30.0 30.0 30.0 30.0 28.0
Basic
Whitening 16.0 16.0 17.0 17.0 17.3
Others - - 0.0 - -
Total 100.0 100.0 100.0 100.0 100.0
Table 93 NBO Company Shares of Oral Care: % Value 2014-2018
% retail value rsp

Company 2014 2015 2016 2017 2018

Colombia SA
Pfizer Colombia SA 6.6 6.6 6.3 6.1 5.8
Unilever Andina - - - 4.2 4.4
Colombia SA
Colombia SA
Colombia SA
Sunstar Americas Inc - 0.7 1.1 1.2 1.1
Proquident SA 0.5 0.5 0.5 0.6 0.7
Almacenes Éxito SA 0.6 0.7 0.7 0.6 0.6
Carulla Vivero SA 0.0 0.0 0.0 0.0 0.0
Quala SA 3.9 4.0 4.1 - -
Other Private Label 0.7 - - - -
Others 17.0 16.5 9.1 9.4 9.4
Total 100.0 100.0 100.0 100.0 100.0
Table 94 LBN Brand Shares of Oral Care: % Value 2015-2018
% retail value rsp


Palmolive Co)

Co, The)
Palmolive Co)
& Johnson Inc)
(Colgate-Palmolive
Co)
Group) Colombia SA
Sensodyne GlaxoSmithKline 1.9 2.1 2.1 2.2
(GlaxoSmithKline Plc) Colombia SA
Pro (Procter & Procter & Gamble de 2.4 2.1 2.1 2.0
Reach (Johnson & Johnson & Johnson de 1.8 1.8 1.8 1.7
Corega GlaxoSmithKline 1.6 1.5 1.5 1.4
Glister (Amway Corp) Amway Colombia SA 1.7 1.3 1.3 1.3
Gum (Sunstar Inc) Sunstar Americas Inc 0.7 1.1 1.2 1.1
Colgate Plax Colgate-Palmolive & Cia 0.9 0.9 0.8 0.8
(Colgate-Palmolive
Co)
Proquident Proquident SA 0.5 0.5 0.6 0.7
(Laboratorios
Proquident Ltda)
Colgate Junior Colgate-Palmolive & Cia 0.4 0.5 0.5 0.5
(Colgate-Palmolive
Co)
Colgate Actibrush Colgate-Palmolive & Cia 0.1 0.3 0.3 0.3
(Colgate-Palmolive
Co)
Oral-B 3D White Procter & Gamble de 0.2 0.2 0.3 0.3
Co, The)
Parodontax GlaxoSmithKline - 0.3 0.3 0.3
Oriflame Optifresh Oriflame de Colombia SA 0.1 0.1 0.1 0.1
(Oriflame Cosmetics
SA)
Aquafresh GlaxoSmithKline 3.4 - 0.0 0.1
Carulla Carulla Vivero SA 0.0 0.0 0.0 0.0
Fortident Quala SA 4.0 4.1 - -
Astring-O-Sol GlaxoSmithKline - - - -
Listermint (Johnson Pfizer Colombia SA - - - -
& Johnson Inc)
Crest (Procter & Procter & Gamble de - - - -
Other Private Label Other Private Label - - - -
(Private Label)
Total Total 100.0 100.0 100.0 100.0
Table 95 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2015-2018
% retail value rsp


& Johnson Inc)
Co, The)
Colgate Plax Colgate-Palmolive & Cia 8.3 7.9 7.8 7.8
(Colgate-Palmolive
Co)
Fluocardent JGB SA, Laboratorios - - 2.0 2.1
Astring-O-Sol GlaxoSmithKline - - - -
Reach (Johnson & Johnson & Johnson de - - - -
Listermint (Johnson Pfizer Colombia SA - - - -
& Johnson Inc)
Others Others 16.1 18.9 15.8 16.3
Total Total 100.0 100.0 100.0 100.0
Table 96 LBN Brand Shares of Toothpaste: % Value 2015-2018
% retail value rsp


Palmolive Co)
Palmolive Co)
(Colgate-Palmolive
Co)
Colgate Sensitive Colgate-Palmolive & Cia 4.2 7.8 7.4 7.5
(Colgate-Palmolive
Co)
Group) Colombia SA
Sensodyne GlaxoSmithKline 3.3 3.5 3.5 3.6
Co, The)
Colgate Junior Colgate-Palmolive & Cia 0.6 0.9 0.9 0.8
(Colgate-Palmolive
Co)
Parodontax GlaxoSmithKline - 0.5 0.5 0.5
Braun Oral-B Mickey Procter & Gamble de 3.4 0.4 0.3 0.3
Kids (Procter & Colombia SA

Gamble Co, The)
Oriflame Optifresh Oriflame de Colombia SA 0.1 0.2 0.2 0.2
(Oriflame Cosmetics
SA)
Fortident Quala SA 6.8 7.0 - -
Aquafresh GlaxoSmithKline 5.8 - - -
Aquafresh Kids GlaxoSmithKline - - - -
Crest (Procter & Procter & Gamble de - - - -
Pro Guard (Procter Procter & Gamble de - - - -
Total Total 100.0 100.0 100.0 100.0
Table 97 Forecast Sales of Oral Care by Category: Value 2018-2023
COP billion
2018 2019 2020 2021 2022 2023
Dental Floss 33.7 34.3 34.7 34.8 34.5 33.9

Denture Care 41.2 41.2 41.5 42.4 43.5 45.3
Mouth Fresheners 4.7 4.8 5.0 5.1 5.2 5.1
Mouthwashes/Dental Rinses 146.4 151.1 154.4 157.6 159.0 159.4
Tooth Whiteners 6.8 7.6 8.3 9.1 9.9 10.5
Toothbrushes 344.4 354.5 361.8 366.3 367.4 370.1
Toothpaste 882.1 926.9 960.9 985.0 1,007.0 1,015.5
Oral Care 1,459.2 1,520.4 1,566.6 1,600.3 1,626.4 1,639.7
trade sources
Table 98 Forecast Sales of Oral Care by Category: % Value Growth 2018-2023

2018/2019 2018-23 CAGR 2018/23 Total
Dental Floss 1.9 0.1 0.7

Denture Care 0.2 1.9 10.1
Mouth Fresheners 3.5 1.6 8.3
Mouthwashes/Dental Rinses 3.2 1.7 8.9
Tooth Whiteners 11.1 9.1 54.3
- Power Toothbrushes -1.3 -1.4 -6.8
Toothpaste 5.1 2.9 15.1
Oral Care 4.2 2.4 12.4
trade sources
Table 99 Forecast Sales of Toothbrushes by Category: Value 2018-2023
COP billion
2018 2019 2020 2021 2022 2023
Toothbrushes 344.4 354.5 361.8 366.3 367.4 370.1

-- Battery Toothbrushes 5.4 5.4 5.3 5.3 5.2 5.1
Replacement Heads
Units
-- Electric Toothbrushes 0.3 0.3 0.3 0.3 0.3 0.3
Replacement Heads
Units
trade sources
Table 100 Forecast Sales of Toothbrushes by Category: % Value Growth 2018-2023

2018/2019 2018-23 CAGR 2018/23 Total

- Power Toothbrushes -1.3 -1.4 -6.8
-- Battery Toothbrushes -1.1 -1.4 -6.8
--- Battery Toothbrush Replacement Heads -5.2 -2.7 -12.6
--- Battery Toothbrush Units 0.6 -0.9 -4.4
-- Electric Toothbrushes -4.5 -1.4 -6.9
--- Electric Toothbrush Replacement -6.1 -2.8 -13.1
Heads
--- Electric Toothbrush Units -4.2 -1.1 -5.6
trade sources
SKIN CARE IN COLOMBIA -

CATEGORY ANALYSIS
HEADLINES
▪ Skin care increases by 9% in current value terms in 2018, to COP1.4 trillion

▪ Acne treatments, and moisturisers and treatments see the fastest current value growth in
2018
▪ In 2018, volume sales see 6% growth and prices increase in current terms
▪ Johnson & Johnson leads skin care, with an 11% retail value share in 2018
▪ Skin care is predicted to register a CAGR of 6% at current prices (3% CAGR at constant 2018
prices), over the forecast period, to reach sales of COP1.9 trillion in 2023
PROSPECTS
Facial Care Boosts Growth in Skin Care in 2018

Facial care is by far the largest category within skin care, and saw strong current value growth
in 2018. Acne treatments, and moisturisers and treatments were the fastest growing categories.
Facial care’s positive performance can be attributed to the increased attention consumers are
paying to their skin care regimes. As consumers become more informed, they are getting used
to checking ingredients labels to avoid harmful chemicals, and to find products containing
naturally-derived antioxidants, retinol and vitamin C. With the growing perception that naturally-
derived ingredients are safer, ingredients like parabens, phenol and sodium sulphate are
increasingly avoided. The new international standard ISO 16128, which provides guidelines on
definitions for natural and organic cosmetic ingredients, is predicted to disrupt the market, as
companies will have to respond to the new classifications.
Face Masks Set To See Growth

Over the review period, face masks saw healthy growth in value terms, driven by consumer
demand for easy-to-use products which deliver multiple benefits. Brand loyalty in this category is
low, and it is highly fragmented. Consumers are tending to focus on active ingredients to
achieve visible results, such as moisturising, whitening, anti-ageing, oil-control and refreshing.
Consumer awareness of face masks is predicted to increase, driving growth, along with the
entrance of new players and products. Recent introductions include Mary Kay TimeWise Repair
Bio-Cellulose, Garnier SkinActive Hydra Bomb and L’Oréal Paris Arcillas Puras – pure clays
with three active ingredients: charcoal, eucalyptus and red algae.
Innovation Contributes To Dynamism in Skin Care

Like other beauty and personal care categories, skin care has relied on premiumisation and
product innovation. Consumers are shifting away not only from products containing synthetic
chemicals but also from brands that are not frequently updating their portfolios in terms of
formats, formulations and benefits. Younger consumers are increasingly aware of the harmful
impact of pollution, frequent sun exposure, and blue-light exposure from smartphones and
laptops, and, as a result, product innovations in the forecast period are expected to target
specific concerns, such as reduced skin elasticity, discolouration, wrinkles and dark circles.
Innovation is important for mass brands looking to achieve a premium positioning. For
example, Johnson & Johnson has launched Neutrogena Hydro Boost water gel in facial and eye
versions. The mass product includes hyaluronic acid, which is usually the preserve of premium
brands.
Johnson & Johnson De Colombia SA Leads Sales

Skin care is a fragmented category, with many international and local players offering a wide
selection of products in different price brackets. The category is dominated by international
brands which have products in the mass segment. Direct selling companies, such as Avon and
Natura, have a strong presence.
The competitive landscape of skin care is characterised by constant launches and advertising
support as a means to gain share. In the mass segment, Nivea continues to focus on its Q10
series with vitamin C, while L’Oréal PROBECOL SA is present across the price range through
well-known mass brands, such as Garnier and L’Oréal Paris, and premium brands, such as
Lancôme, Estee Lauder, Biotherm, Skinceuticals, Vichy and La Roche Posay. L’Oréal’s success
in skin care can be attributed to its focus on innovation, and strong advertising and promotional
strategies.
Direct Selling Continues To Be A Key Channel for Skin Care

Direct sellers have been successful in developing wide portfolios, supported by their sales
representatives, who endorse products and maintain close relationships with customers to drive
consumption. Natura, Avon and Belstar are all among the top five companies.
One of the most successful launches in the latter part of the review period was Natura’s
Natura Chronos facial line. The company also introduced new formulas and new packaging in
the mass anti-agers category.
Avon Colombia SA has an extensive portfolio targeting different age segments and needs. Its
leading skin care brand is Avon Care, with a focus on body care, facial moisturisers and hand
care. Avon Clearskin is designed to fight all phases of acne, and added micellar water to its
tonic, while Avon Anew has become a key brand for the company, with a strong portfolio of anti-
ageing products. The Avon Anew Clinical range claims protection and restoration with
hyaluronic acid content in very innovative formats, and segmented for the hands and face. In
2018, Avon True Elixir was launched, with claims of providing moisturising, smoothness and
tightening.
Belstar, with its brands L’Bel, Esika and Cyzone, offers products targeting the specific skin
concerns of different age groups. L’Bel targets women aged over 35 years, who require more
attention to their skin, Esika offers mid-priced, high-quality products that target women aged
over 25, whilst Cyzone offers teenagers products related to common issues during this age,
such as acne.
Over the forecast period, direct sellers are expected to continue investing in new product
development and advertising to maintain their presence in skin care.
Skin Care Experiences Multichannel Evolution

Consumer trends during 2018 favoured sales via hypermarkets and drugstores, while internet
retailing and beauty specialist retailers gained traction among premium and dermo-cosmetic
brands. Given the promotional activity of branded products in store-based retailers and online,
direct sellers have seen their shares decline.
CATEGORY DATA
Table 101 Sales of Skin Care by Category: Value 2013-2018
COP billion
2013 2014 2015 2016 2017 2018
Body Care 341.2 346.8 382.9 415.9 445.7 486.5

- Firming/Anti- 31.3 33.4 38.5 41.4 43.5 45.9
Cellulite Body Care
-- Premium Firming/Anti- 1.6 1.9 2.0 2.2 2.3 2.4
Cellulite Body Care
-- Mass Firming/Anti- 29.7 31.6 36.5 39.2 41.2 43.5
Cellulite Body Care
- General Purpose Body 309.9 313.4 344.4 374.5 402.2 440.6
Care
-- Premium General 7.7 8.3 9.2 10.4 11.5 13.2
Purpose Body Care
-- Mass General Purpose 302.2 305.0 335.2 364.1 390.8 427.4
Body Care
Facial Care 555.4 586.1 634.0 683.3 728.6 798.7
- Acne Treatments 33.2 36.5 43.4 47.9 53.7 61.5
-- Premium Acne - - - - - -
Treatments
-- Mass Acne Treatments 33.2 36.5 43.4 47.9 53.7 61.5
- Face Masks 30.7 31.2 31.4 32.6 33.8 36.1
-- Premium Face Masks 4.7 5.1 5.2 5.3 5.5 5.9
-- Mass Face Masks 26.0 26.1 26.1 27.3 28.3 30.2
- Facial Cleansers 94.5 97.8 104.0 110.5 119.5 129.6
-- Liquid/Cream/Gel/Bar 90.3 93.4 98.9 105.3 114.9 124.7
Cleansers
--- Premium Liquid/ 1.0 2.4 4.6 5.7 9.0 11.6
Cream/Gel/Bar Cleansers
--- Mass Liquid/Cream/ 89.3 91.0 94.3 99.5 105.9 113.1
Gel/Bar Cleansers
-- Facial Cleansing Wipes 4.2 4.4 5.1 5.2 4.7 4.9
--- Premium Facial - - - - - -
Cleansing Wipes
--- Mass Facial 4.2 4.4 5.1 5.2 4.7 4.9
Cleansing Wipes
- Moisturisers And 323.6 345.4 368.8 400.2 424.2 469.7
Treatments
-- Basic Moisturisers 96.7 103.2 113.0 125.0 137.9 150.7
--- Premium Basic 5.6 10.3 14.2 18.2 20.5 24.2
Moisturisers
--- Mass Basic 91.1 92.9 98.9 106.9 117.4 126.5
Moisturisers
-- Anti-Agers 226.9 242.2 255.8 275.2 286.3 319.0
--- Premium Anti-Agers 7.3 14.5 23.4 32.3 42.5 61.3
--- Mass Anti-Agers 219.6 227.7 232.4 242.9 243.8 257.7
- Lip Care 16.7 17.3 26.2 29.7 33.4 35.7
-- Premium Lip Care - - - - - -
-- Mass Lip Care 16.7 17.3 26.2 29.7 33.4 35.7
- Toners 56.6 57.9 60.2 62.4 64.0 66.0
-- Premium Toners 1.4 1.6 1.9 2.0 2.1 2.3
-- Mass Toners 55.2 56.3 58.4 60.5 61.8 63.7

Hand Care 29.9 32.5 34.2 38.7 44.3 48.9
- Premium Hand Care - - - - - -
- Mass Hand Care 29.9 32.5 34.2 38.7 44.3 48.9
Skin Care Sets/Kits 79.4 81.8 84.4 86.0 87.7 90.4
- Premium Skin Care 2.3 2.6 2.7 2.8 2.9 3.1
Sets/Kits
- Mass Skin Care Sets/ 77.1 79.3 81.7 83.2 84.9 87.3
Kits
Skin Care 1,005.9 1,047.3 1,135.5 1,223.8 1,306.3 1,424.5
Table 102 Sales of Skin Care by Category: % Value Growth 2013-2018

2017/18 2013-18 CAGR 2013/18 Total
Body Care 9.1 7.4 42.6

- Firming/Anti-Cellulite Body Care 5.7 7.9 46.5
-- Premium Firming/Anti-Cellulite Body 3.5 7.6 44.4
Care
-- Mass Firming/Anti-Cellulite Body Care 5.8 8.0 46.6
- General Purpose Body Care 9.5 7.3 42.2
-- Premium General Purpose Body Care 14.9 11.4 71.6
-- Mass General Purpose Body Care 9.4 7.2 41.4
Facial Care 9.6 7.5 43.8
- Acne Treatments 14.6 13.1 85.3
-- Premium Acne Treatments - - -
-- Mass Acne Treatments 14.6 13.1 85.3
- Face Masks 6.9 3.3 17.7
-- Premium Face Masks 7.2 4.7 26.1
-- Mass Face Masks 6.8 3.0 16.1
- Facial Cleansers 8.4 6.5 37.1
-- Liquid/Cream/Gel/Bar Cleansers 8.6 6.7 38.0
--- Premium Liquid/Cream/Gel/Bar 29.2 63.4 1,065.7
Cleansers
--- Mass Liquid/Cream/Gel/Bar Cleansers 6.8 4.8 26.6
-- Facial Cleansing Wipes 4.4 3.0 16.2
--- Premium Facial Cleansing Wipes - - -
--- Mass Facial Cleansing Wipes 4.4 3.0 16.2
- Moisturisers And Treatments 10.7 7.7 45.2
-- Basic Moisturisers 9.3 9.3 55.9
--- Premium Basic Moisturisers 18.0 34.2 334.7
--- Mass Basic Moisturisers 7.8 6.8 38.9
-- Anti-Agers 11.4 7.1 40.6
--- Premium Anti-Agers 44.2 53.2 742.7
--- Mass Anti-Agers 5.7 3.2 17.3
- Lip Care 6.9 16.4 113.4
-- Premium Lip Care - - -
-- Mass Lip Care 6.9 16.4 113.4
- Toners 3.2 3.1 16.6
-- Premium Toners 7.0 9.5 57.6
-- Mass Toners 3.1 2.9 15.5
Hand Care 10.4 10.3 63.5
- Premium Hand Care - - -
- Mass Hand Care 10.4 10.3 63.5
Skin Care Sets/Kits 3.0 2.6 13.8
- Premium Skin Care Sets/Kits 7.4 5.4 30.2
- Mass Skin Care Sets/Kits 2.9 2.5 13.3

Skin Care 9.0 7.2 41.6
Table 103 Sales of Face Masks by Skin Whitening vs Non-Skin Whitening: % Value
2014-2018
% retail value rsp

2014 2015 2016 2017 2018
Non-Skin Whitening 99.5 99.5 99.5 99.5 99.5

Skin Whitening 0.5 0.5 0.5 0.5 0.5
Total 100.0 100.0 100.0 100.0 100.0
Table 104 Sales of Facial Cleansers by Skin Whitening vs Non-Skin Whitening: % Value
2014-2018
% retail value rsp

2014 2015 2016 2017 2018

Skin Whitening 0.8 0.8 0.8 0.8 0.8
Total 100.0 100.0 100.0 100.0 100.0
Table 105 Sales of Anti-Agers by Skin Whitening vs Non-Skin Whitening: % Value 2014-
2018
% retail value rsp

2014 2015 2016 2017 2018

Skin Whitening 4.5 4.5 4.5 4.5 4.0
Total 100.0 100.0 100.0 100.0 100.0
Table 106 Sales of Toners by Skin Whitening vs Non-Skin Whitening: % Value 2014-
2018
% retail value rsp

2014 2015 2016 2017 2018

Skin Whitening 0.7 0.7 0.7 0.7 0.6
Total 100.0 100.0 100.0 100.0 100.0
Table 107 NBO Company Shares of Skin Care: % Value 2014-2018
% retail value rsp

Company 2014 2015 2016 2017 2018

Colombia SA
Belstar SA 9.3 7.1 7.0 6.7 6.3
Colombia SA
AH Robins Ltd 0.8 1.1 1.3 1.5 1.5
Babaria de Colombia SAS - - - 1.3 1.3
Sancela SA
Fedco SA 0.5 0.5 0.6 0.7 0.8
Galderma de Colombia SA - - - 0.4 0.6
Provenzal Ltda 0.2 0.2 0.3 0.3 0.3
Medivelius Farmaceutica 0.0 0.0 0.0 0.2 0.2
SA
Naos Colombia SAS - - - 0.2 0.2
Zafarco Comercial SA - - - 0.2 0.1
La Riviera SAS 0.1 0.1 0.1 0.1 0.1
Isdin Colombia SAS 0.0 0.0 0.0 0.1 0.1
Scandinavia Pharma Ltda 0.1 0.1 0.1 0.1 0.1
Verite Derma Labs SAS - - 0.1 0.1 0.1
Colombia SA
Private Label 0.4 0.5 0.6 1.2 2.1
Others 26.3 26.4 23.3 19.1 19.5
Total 100.0 100.0 100.0 100.0 100.0
Table 108 LBN Brand Shares of Skin Care: % Value 2015-2018
% retail value rsp


Belcorp)

Yanbal Group)
Group) Colombia SA
La Roche-Posay L'Oréal PROBECOL SA 2.4 2.9 3.1 3.7
(L'Oréal Groupe)
Avon Care (Avon Avon Colombia Ltda 3.3 3.2 3.0 3.0
Products Inc)
Asepxia (Genomma Genomma Lab Colombia Ltda 1.7 1.8 2.2 2.3
Lab Internacional
SAB de CV)
Nivea Happy Time Beiersdorf (Colombia) SA 2.0 1.9 1.9 1.9
(Beiersdorf AG)
Cosmetics SA)
Clean & Clear Johnson & Johnson de 2.0 2.0 1.9 1.8
Inc)
Neutrogena (Johnson Johnson & Johnson de 1.4 1.5 1.6 1.6
Chapstick (Pfizer AH Robins Ltd 1.1 1.3 1.5 1.5
Inc)
(Avon Products Inc)
Products Inc)
Eucerin (Beiersdorf Beiersdorf (Colombia) SA 1.4 1.4 1.4 1.4
AG)
Vichy (L'Oréal L'Oréal PROBECOL SA 0.6 0.6 0.9 1.1
Groupe)
Avon Skin So Soft Avon Colombia Ltda 1.6 1.5 1.2 1.0
(Avon Products Inc)
Garnier (L'Oréal L'Oréal PROBECOL SA - 0.6 0.8 0.9
Groupe)
Pomy Productos Familia - 0.8 0.8 0.8
Sancela SA
Inc)
Altex Tecnoquímicas SA 0.6 0.6 0.6 0.7
Siluet 40 (Genomma Genomma Lab Colombia Ltda 0.8 0.7 0.7 0.7
Lab Internacional
SAB de CV)
Sentiva (Unique- Yanbal de Colombia SA 1.0 0.8 0.7 0.7
Yanbal Group)
Colombia SA
Cetaphil (Nestlé SA) Galderma de Colombia SA - - 0.4 0.6
Belcorp)
Cosméticos SA)
Others Others 38.6 35.6 31.4 31.2
Total Total 100.0 100.0 100.0 100.0
Table 109 LBN Brand Shares of Facial Moisturisers: % Value 2015-2018
% retail value rsp


(L'Oréal Groupe)
Group) Colombia SA
Yanbal Group)
(Avon Products Inc)
AG)
Groupe)
Cosmetics SA)
Belcorp)
Inc)
Belcorp)
Garnier (L'Oréal L'Oréal PROBECOL SA - 1.2 1.3 1.4
Groupe)
Products Inc)
Products Inc)
Avène Eluage Fedco SA 0.5 0.5 0.6 0.7
(Pierre Fabre SA,
Laboratoires)
Avène Hydrance Fedco SA 0.5 0.5 0.6 0.6
Optimale (Pierre
Fabre SA,
Laboratoires)
Moiskin (Amway Corp) Amway Colombia SA 0.7 1.0 0.7 0.6
Ertia (Amway Corp) Amway Colombia SA 0.6 0.6 0.4 0.4
Uriage (Puig SL) Medivelius Farmaceutica SA - - 0.4 0.4
Avon True (Avon Avon Colombia Ltda - - 0.2 0.3
Products Inc)
(L'Occitane
International SA)
Sisley (Sisley CFEB Zafarco Comercial SA - - 0.3 0.2
SAS)
Inc)
Lancôme (L'Oréal L'Oréal PROBECOL SA 0.2 0.1 0.2 0.1
Groupe)
La Forêt (La Forêt Fedco SA 0.1 0.1 0.1 0.1

Cosmetics)
Lancaster (Coty Inc) Coty Colombia Ltda 0.1 0.1 0.1 0.1
Oriflame Men Oriflame de Colombia SA 0.1 0.1 0.1 0.1
(Oriflame Cosmetics
SA)
Cosméticos SA)
Avon Solutions Avon Colombia Ltda 0.4 0.3 - -
(Avon Products Inc)
Private label Private Label - - 1.9 1.9
Others Others 34.0 30.5 23.2 25.0
Total Total 100.0 100.0 100.0 100.0
Table 110 LBN Brand Shares of Anti-agers: % Value 2015-2018
% retail value rsp

Inc)
Group) Colombia SA
Sentiva (Unique- Yanbal de Colombia SA 10.3 9.1 8.6 8.0
Yanbal Group)
Cosmetics SA)
L'Bel Locion Tonica Belstar SA 2.8 2.6 2.7 2.8
(Corporación Belcorp)
Moiskin (Amway Corp) Amway Colombia SA 2.6 2.7 1.9 1.9
Avène Eau Thermale Fedco SA 1.5 1.6 0.9 0.9
(Pierre Fabre SA,
Laboratoires)
(L'Occitane
International SA)
Inc)
Groupe)
Nu Skin Nu Skin Enterprises Inc 0.1 0.1 0.1 0.1
Cosméticos SA)
Avon Care (Avon Avon Colombia Ltda 0.1 - - -
Products Inc)
Nivea Visage Beiersdorf (Colombia) SA - - - -
(Beiersdorf AG)
Johnson's pH 5.5 Johnson & Johnson de - - - -
Inc)
Max Factor (Procter Prebel SA - - - -

& Gamble Co, The)
Others Others 29.7 28.7 29.6 30.2
Total Total 100.0 100.0 100.0 100.0
Table 111 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2015-2018
% retail value rsp

Siluet 40 (Genomma Genomma Lab Colombia Ltda 23.6 21.1 20.8 21.1
Lab Internacional
SAB de CV)
Belcorp)
Nivea Body Beiersdorf (Colombia) SA 9.2 9.7 9.7 9.7
(Beiersdorf AG)
Nivea Reafirmante Beiersdorf (Colombia) SA 8.3 8.9 8.9 9.0
Q10 (Beiersdorf AG)
Colombia SA
Crema Goicochea Genomma Lab Colombia Ltda 3.8 3.2 3.9 4.1
(Genomma Lab
Internacional SAB
de CV)
Nivea My Beiersdorf (Colombia) SA 4.1 4.1 4.1 4.0
Silhouette!
(Beiersdorf AG)
Top Modeling Yanbal de Colombia SA 3.9 3.4 3.3 3.7
(Unique-Yanbal Group)
Oriflame Perfect Oriflame de Colombia SA 2.5 2.6 2.3 2.6
Body (Oriflame
Cosmetics SA)
Dhems (Pierre Fabre Percos SA 1.6 1.7 1.5 1.7
SA, Laboratoires)
Gelindias Laboratorios Funat Ltda 1.3 1.7 1.6 1.6
Belcorp)
Natalia París Cosmética Tercer 1.1 1.0 0.9 0.9
Tratamiento Milenio Ltda
Anticelulitis
(L'Occitane
International SA)
L'Bel Reafirmante y Belstar SA 1.2 0.7 0.7 0.7
Moldeador
Inc)
Avon Works (Avon Avon Colombia Ltda - - - 0.7
Products Inc)
Gel Corporal Activo Swissjust Latinoamérica 0.3 0.3 0.3 0.4
(JUST Schweiz AG) SA
Avon Solutions Avon Colombia Ltda 0.8 0.2 0.0 -

(Avon Products Inc)
Natura (Natura Natura Cosméticos Ltda - - - -
Cosméticos SA)
Others Others 10.0 10.7 9.3 6.6
Total Total 100.0 100.0 100.0 100.0
Table 112 LBN Brand Shares of General Purpose Body Care: % Value 2015-2018
% retail value rsp


Belcorp)
Products Inc)
Nivea Happy Time Beiersdorf (Colombia) SA 6.5 6.2 6.0 6.3
(Beiersdorf AG)
Yanbal Group)
Products Inc)
Avon Skin So Soft Avon Colombia Ltda 5.3 5.0 4.0 3.3
(Avon Products Inc)
Cetaphil (Nestlé SA) Galderma de Colombia SA - - 1.4 2.0
Vasenol (Unilever Unilever Andina 2.4 2.1 1.9 1.8
Group) Colombia SA
Colombia SA
Acid-Mantle (Bayer Bayer de Colombia SA 1.3 1.3 1.0 0.9
AG)
Belcorp)
Oriflame Body Care Oriflame de Colombia SA 1.1 1.1 0.9 0.6
(Oriflame Cosmetics
SA)
Avène Hydrance Rich Fedco SA 0.2 0.3 0.5 0.5
(Pierre Fabre SA,
Laboratoires)
L'Bel Hydra Calme Belstar SA 0.6 0.5 0.5 0.4
(Beiersdorf AG)
Lubriderm Men's 3- Johnson & Johnson de 0.4 0.3 0.3 0.3
in-1 (Johnson & Colombia SA
Johnson Inc)
(L'Occitane
International SA)
Clarins (Clarins SA) La Riviera SAS 0.3 0.3 0.3 0.3
Emolin Scandinavia Pharma Ltda 0.3 0.3 0.3 0.3
Bioderma Naos Colombia SAS - - 0.3 0.2

(Laboratoires
Bioderma SAS)
Uriage (Puig SL) Medivelius Farmaceutica SA 0.1 0.1 0.2 0.2
Isdin (ISDIN SA) Isdin Colombia SAS - - 0.2 0.2
Nu Skin Nu Skin Enterprises Inc 0.4 0.4 0.2 0.2
Body Butter (JUST Swissjust Latinoamérica 0.1 0.1 0.1 0.1
Schweiz AG) SA
Bethene Crema Bayer de Colombia SA 0.1 0.1 0.1 0.1
(Bayer AG)
Cosméticos SA)
Others Others 13.5 13.1 10.8 10.6
Total Total 100.0 100.0 100.0 100.0
Table 113 LBN Brand Shares of Premium Skin Care: % Value 2015-2018
% retail value rsp


(L'Oréal Groupe)
Groupe)
Avène Eluage Fedco SA 2.7 2.5 2.5 2.8
(Pierre Fabre SA,
Laboratoires)
Avène Hydrance Fedco SA 2.6 2.3 2.6 2.3
Optimale (Pierre
Fabre SA,
Laboratoires)
Bioderma Naos Colombia SAS - - 2.2 2.0
(Laboratoires
Bioderma SAS)
Avène Hydrance Rich Fedco SA 1.3 1.3 2.0 1.9
(Pierre Fabre SA,
Laboratoires)
Sisley (Sisley CFEB Zafarco Comercial SA - - 2.7 1.6
SAS)
Jonzac Verite Derma Labs SAS - 1.0 1.2 1.2
(Laboratoires Lea
SAS)
L'Occitane Loción Provenzal Ltda 1.3 1.2 1.1 1.0
Hidratante
(L'Occitane
International SA)
Clarins (Clarins SA) La Riviera SAS 1.7 1.5 1.2 1.0
Groupe)
L'Occitane Crema Provenzal Ltda 0.7 0.7 0.9 0.8
Hidratante
(L'Occitane
International SA)
Mascarilla
(L'Occitane
International SA)
Dhems (Pierre Fabre Percos SA 1.0 0.9 0.7 0.6
SA, Laboratoires)
Nu Skin Dermatinc Nu Skin Enterprises Inc 2.0 2.0 1.0 0.5
Effects Body
Contouring Lotion
Avène Eau Thermale Fedco SA 1.4 1.3 0.6 0.5
(Pierre Fabre SA,
Laboratoires)
L'Occitane Tonico Provenzal Ltda 0.8 0.7 0.5 0.5
(L'Occitane
International SA)
Others Others 25.2 24.8 18.9 22.0
Total Total 100.0 100.0 100.0 100.0
Table 114 Forecast Sales of Skin Care by Category: Value 2018-2023
COP billion
2018 2019 2020 2021 2022 2023
Body Care 486.5 509.6 529.9 546.4 557.0 563.5

- Firming/Anti- 45.9 48.2 50.1 51.8 53.1 53.9
Cellulite Body Care
-- Premium Firming/Anti- 2.4 2.4 2.5 2.6 2.7 2.9
Cellulite Body Care
-- Mass Firming/Anti- 43.5 45.8 47.6 49.2 50.4 51.0
Cellulite Body Care
- General Purpose Body 440.6 461.4 479.8 494.6 503.8 509.6
Care
-- Premium General 13.2 14.4 15.4 16.2 17.0 17.6
Purpose Body Care
-- Mass General Purpose 427.4 447.0 464.4 478.3 486.9 491.9
Body Care
Facial Care 798.7 838.0 872.3 900.6 920.6 937.0
- Acne Treatments 61.5 66.7 71.7 76.2 80.0 83.4
-- Premium Acne - - - - - -
Treatments
-- Mass Acne Treatments 61.5 66.7 71.7 76.2 80.0 83.4
- Face Masks 36.1 37.4 38.2 38.8 39.1 39.4
-- Premium Face Masks 5.9 6.3 6.6 6.8 7.0 7.2
-- Mass Face Masks 30.2 31.1 31.6 31.9 32.0 32.2
- Facial Cleansers 129.6 135.1 138.6 140.6 141.6 143.5
-- Liquid/Cream/Gel/Bar 124.7 129.6 133.1 135.1 135.9 137.7
Cleansers
--- Premium Liquid/ 11.6 13.4 14.2 14.6 15.0 15.2
Cream/Gel/Bar Cleansers
--- Mass Liquid/Cream/ 113.1 116.2 118.9 120.4 120.9 122.5
Gel/Bar Cleansers
-- Facial Cleansing Wipes 4.9 5.4 5.5 5.6 5.7 5.8
--- Premium Facial - - - - - -
Cleansing Wipes
--- Mass Facial 4.9 5.4 5.5 5.6 5.7 5.8
Cleansing Wipes
- Moisturisers And 469.7 494.5 516.9 535.5 547.7 555.8

Treatments
-- Basic Moisturisers 150.7 158.3 165.6 171.4 176.7 180.5
--- Premium Basic 24.2 27.3 30.6 34.1 37.6 41.0
Moisturisers
--- Mass Basic 126.5 131.0 134.9 137.3 139.1 139.6
Moisturisers
-- Anti-Agers 319.0 336.3 351.3 364.1 371.0 375.2
--- Premium Anti-Agers 61.3 68.3 75.2 82.0 87.3 90.9
--- Mass Anti-Agers 257.7 267.9 276.1 282.1 283.8 284.3
- Lip Care 35.7 37.8 39.6 41.0 42.3 43.3
-- Premium Lip Care - - - - - -
-- Mass Lip Care 35.7 37.8 39.6 41.0 42.3 43.3
- Toners 66.0 66.4 67.3 68.4 70.0 71.8
-- Premium Toners 2.3 2.4 2.5 2.6 2.7 2.8
-- Mass Toners 63.7 64.0 64.8 65.8 67.3 69.0
Hand Care 48.9 51.3 53.4 55.1 56.1 56.8
- Mass Hand Care 48.9 51.3 53.4 55.1 56.1 56.8
Skin Care Sets/Kits 90.4 90.8 92.0 94.3 96.5 97.7
Sets/Kits
Kits
Skin Care 1,424.5 1,489.6 1,547.6 1,596.4 1,630.2 1,655.0
trade sources
Table 115 Forecast Sales of Skin Care by Category: % Value Growth 2018-2023

2018/2019 2018-23 CAGR 2018/23 Total
Body Care 4.7 3.0 15.8

- Firming/Anti-Cellulite Body Care 4.9 3.3 17.5
-- Premium Firming/Anti-Cellulite Body 1.3 4.1 22.4
Care
-- Mass Firming/Anti-Cellulite Body Care 5.1 3.2 17.2
- General Purpose Body Care 4.7 3.0 15.7
-- Premium General Purpose Body Care 9.3 6.0 33.8
-- Mass General Purpose Body Care 4.6 2.9 15.1
Facial Care 4.9 3.2 17.3
- Acne Treatments 8.5 6.3 35.5
-- Premium Acne Treatments - - -
-- Mass Acne Treatments 8.5 6.3 35.5
- Face Masks 3.5 1.7 9.0
-- Premium Face Masks 5.8 3.9 21.0
-- Mass Face Masks 3.0 1.3 6.7
- Facial Cleansers 4.2 2.1 10.7
-- Liquid/Cream/Gel/Bar Cleansers 4.0 2.0 10.4
--- Premium Liquid/Cream/Gel/Bar 15.6 5.5 30.9
Cleansers
--- Mass Liquid/Cream/Gel/Bar Cleansers 2.8 1.6 8.3
-- Facial Cleansing Wipes 11.1 3.4 18.2
--- Premium Facial Cleansing Wipes - - -
--- Mass Facial Cleansing Wipes 11.1 3.4 18.2
- Moisturisers And Treatments 5.3 3.4 18.3
-- Basic Moisturisers 5.0 3.7 19.8
--- Premium Basic Moisturisers 13.0 11.1 69.5
--- Mass Basic Moisturisers 3.5 2.0 10.3

-- Anti-Agers 5.4 3.3 17.6
--- Premium Anti-Agers 11.4 8.2 48.2
--- Mass Anti-Agers 4.0 2.0 10.3
- Lip Care 5.9 3.9 21.1
-- Premium Lip Care - - -
-- Mass Lip Care 5.9 3.9 21.1
- Toners 0.6 1.7 8.8
-- Premium Toners 6.2 4.1 22.1
-- Mass Toners 0.4 1.6 8.3
Hand Care 4.9 3.0 16.1
- Mass Hand Care 4.9 3.0 16.1
Skin Care Sets/Kits 0.4 1.6 8.0
Skin Care 4.6 3.0 16.2
trade sources
SUN CARE IN COLOMBIA -

CATEGORY ANALYSIS
HEADLINES
▪ Sun care posts 8% current value growth in 2018, to reach COP178 million
▪ The increasing success of dermo-cosmetic brands adds dynamism to sun care in 2018
▪ The average unit price increases in current terms across all sun care categories in 2018
▪ Laboratorios Recamier Ltda leads sun care in 2018, with a 12% value share
▪ Over the forecast period, sun care is projected to increase at a 7% current value CAGR (4%
CAGR at constant 2018 prices), to reach COP247 million in 2023
PROSPECTS
Product Innovation Will Drive Performance

Colombian consumers are becoming increasingly aware of the dangers associated with
excess exposure to the sun, and their interest in lighter water-based formulations and other
product innovations drove value growth in sun care during 2018. Consumers’ growing demand
for multipurpose products extends to this category. Sun care products that go beyond simple UV
protection, integrating pollution and blue-light protection, anti-ageing or skin moisturising
benefits, are set to grow during the forecast period; for example, Nivea Sun Protect & Moisture
Sunscreen Lotion, which offers both skin hydration and UV protection with broad-spectrum
SPF30, and Neutrogena Hydro boost water gel. Product differentiation in sun care is low, which
increases competition. Purchases are based on brand recognition, pricing and availability. E-
commerce platforms, in particular those of beauty specialist retailers, have encouraged
consumers to buy more specialised and premium sun care products in recent years.
Self-tanning and Aftersun Are Set To See Marginal Growth

Since most aftersun products only treat the symptoms of sunburn, many consumers question
their usefulness. Colombian consumers believe that a cold shower and regular body cream are
sufficient to relieve sunburn, and the lack of product presence on store shelves reinforces the
view that aftersun is unnecessary. Brands have not property communicated the product
benefits, or informed consumers that body creams, while they moisturise, can also trap the heat
irradiated from the body. Aftersun tends to be bundled as a complimentary item when sun
protection is purchased.
Self-tanning has stagnated due to the increasing development of spas and beauty centres,
where tanning chambers promise a perfect tan in one or two sessions.
Drugstores and Beauty Specialist Are Set To Take Further Share

Sun care is a highly competitive category, owing to the presence of numerous manufacturers.
With players in the premium segment appealing to consumers through naturally-derived
ingredients, mineral filters and plant extracts which claim to provide added benefits to nourish
and soften the skin, drugstores and beauty specialist retailers are set to gain traction during the
forecast period, as long a high level of service is provided.
Laboratorios Recamier Ltda Leads Sun Care Sales

Laboratorios Recamier Ltda was the leading player in sun care in value terms in 2018. This
can be attributed to its strong lead in sun protection, and baby and child-specific sun care. The
company is the owner of the leading sun care brand Tanga, which in 2018 posted value growth.
Tanga can be found in key hypermarkets and drugstores in a wide range of pack sizes and pack
types, such as gel, cream, lotion and spray.
Johnson & Johnson Increases Investment in Neutrogena

Johnson & Johnson is present in sun care with the well-known brand Sundown. As an already
well-established brand, and with fierce competition, there are few opportunities to increase its
share; however, the company has increasingly invested in the development and marketing of
Neutrogena to increase its share in the high-end segment.
New Premium Brands Add Dynamism To the Category

Premium brands are expected to continue being active innovators. La Roche-Posay and
Vichy are among the premium pharma brands owned by L’Oréal Groupe. These brands gained
share in the latter part of the review period, especially with products focused on facial protection;
however, L’Oréal has concentrated its efforts on increasing its presence in body sun protection.
Some premium brands are line extensions of dermo-cosmetic brands, which favours their
perception as skin protection experts, while introducing a high degree of innovation to the
category in terms of texture, skin type segmentation and pack-sized formats; for example,
Sesderma, ISDIN, Bioderma, Ducray and Isis Pharma. Sesderma Repaskin 50+ claims to help
repair damage done to the cellular DNA; ISDIN Foto Ultra helps reduce and prevent
pigmentation spots caused by solar exposure; while Bioderma Photoderm combats premature
cutaneous ageing through cellular bioprotection.
CATEGORY DATA
Table 116 Sales of Sun Care by Category: Value 2013-2018
COP billion
2013 2014 2015 2016 2017 2018
Adult Sun Care 102.5 107.4 123.6 137.4 147.9 160.0

- Aftersun 5.6 5.8 6.0 6.1 6.2 6.2
-- Premium Aftersun 0.0 0.0 0.0 0.0 0.0 0.0
-- Mass Aftersun 5.5 5.8 6.0 6.1 6.2 6.2
- Self-Tanning 5.2 5.5 6.5 7.0 7.5 7.9
-- Premium Self-Tanning 0.4 0.5 0.5 0.5 0.4 0.4
-- Mass Self-Tanning 4.7 5.0 6.0 6.6 7.1 7.6
- Sun Protection 91.8 96.2 111.1 124.3 134.2 145.8
-- Premium Sun Protection 12.5 14.9 16.7 17.4 20.1 22.6
-- Mass Sun Protection 79.2 81.3 94.5 106.9 114.1 123.3
Sun Care
Sun Care 115.7 121.2 139.3 154.2 165.2 178.1
Table 117 Sales of Sun Care by Category: % Value Growth 2013-2018

2017/18 2013-18 CAGR 2013/18 Total
Adult Sun Care 8.2 9.3 56.1

- Aftersun 0.8 2.3 12.1
-- Premium Aftersun -1.0 7.4 42.8
-- Mass Aftersun 0.8 2.3 12.0
- Self-Tanning 6.5 9.1 54.3
-- Premium Self-Tanning -9.8 -2.2 -10.3
-- Mass Self-Tanning 7.5 9.8 59.9
- Sun Protection 8.6 9.7 58.9
-- Premium Sun Protection 12.0 12.5 79.9
-- Mass Sun Protection 8.0 9.2 55.6
Sun Care 7.8 9.0 54.0
Table 118 NBO Company Shares of Sun Care: % Value 2014-2018
% retail value rsp

Company 2014 2015 2016 2017 2018

Ltda
Colombia SA
D&L Distribuciones Cia - 7.3 7.9 7.4 7.0
Ltda
Prebel SA 4.2 4.3 4.3 4.6 4.6
Percos SA - 2.5 2.7 2.9 3.0
Naos Colombia SAS - - 1.0 1.3 1.5
Cosmepop Ltda 1.5 1.2 1.2 1.1 1.1
Siscol Farma SAS - - 0.9 0.8 0.8
Belstar SA 0.9 0.7 0.7 0.6 0.6
SA
Fedco SA 0.2 0.2 0.2 0.5 0.5
Cosmética Tercer 1.2 1.1 0.6 0.5 0.4
Milenio Ltda
Schering-Plough de 0.0 0.0 0.0 0.0 0.0

Colombia SA
LVMH Moët Hennessy 0.0 0.0 0.0 0.0 0.0
Louis Vuitton SA
Amway Colombia SA - - - - -
Others 17.0 8.2 8.3 11.2 10.5
Total 100.0 100.0 100.0 100.0 100.0
Table 119 LBN Brand Shares of Sun Care: % Value 2015-2018
% retail value rsp

Sundown (Johnson & Johnson & Johnson de 7.4 9.7 8.2 8.1
Yanbal Group)
Tanga Solar Laboratorios Recamier Ltda 8.2 8.1 7.6 7.7
No-Ad (Sun & Skin D&L Distribuciones Cia 7.3 7.9 7.4 7.0
Care Research Inc) Ltda
Nivea Sun Beiersdorf (Colombia) SA 6.5 6.5 6.2 6.2
(Beiersdorf AG)
Products Inc)
Banana Boat Eveready de Colombia SA 1.9 1.8 3.4 3.4
(Edgewell Personal
Care Brands LLC)
Nude Prebel SA 2.9 2.9 3.0 3.0
SunPro Belleza Express SA 3.8 3.7 2.9 2.9
Avène (Pierre Fabre Percos SA 2.3 2.4 2.7 2.8
SA, Laboratoires)
Tanga Laboratorios Recamier Ltda 2.2 2.3 2.5 2.5
AG)
(L'Oréal Groupe)
(Beiersdorf AG)
Cosmetics SA)
Nude Bronze Prebel SA 1.2 1.2 1.4 1.5
Bioderma Naos Colombia SAS - 1.0 1.3 1.5
(Laboratoires
Bioderma SAS)
Groupe)
Zahara Cosmepop Ltda 1.0 1.0 1.0 1.0
Isis Pharma (ISIS Siscol Farma SAS - 0.9 0.8 0.8
Pharma France SAS)
Sesderma (Sesderma Sesderma Colombia SA 1.0 0.8 0.7 0.7
SL)
Belcorp)
Australian Gold Fedco SA 0.2 0.2 0.4 0.5
(Australian Gold SA)
Biotherm (L'Oréal L'Oréal PROBECOL SA 0.3 0.3 0.4 0.4
Groupe)
Products Inc)
Avon Renew/Anew Avon Colombia Ltda 1.9 1.3 0.0 -
(Avon Products Inc)
Cosméticos SA)
Others Others 10.2 10.1 12.8 11.9
Total Total 100.0 100.0 100.0 100.0
Table 120 LBN Brand Shares of Premium Adult Sun Care: % Value 2015-2018
% retail value rsp


SA, Laboratoires)
(L'Oréal Groupe)
Bioderma Naos Colombia SAS - 8.6 10.4 11.3
(Laboratoires
Bioderma SAS)
Groupe)
Sesderma (Sesderma Sesderma Colombia SA 7.9 6.8 5.7 5.4
SL)
Biotherm (L'Oréal L'Oréal PROBECOL SA 2.1 2.8 3.0 3.0
Groupe)
Ducray (Pierre Percos SA 1.5 1.9 1.8 1.6
Fabre SA,
Laboratoires)
SkinCeuticals L'Oréal PROBECOL SA 0.7 1.0 1.5 1.6
(L'Oréal Groupe)
Lancôme Sôleil L'Oréal PROBECOL SA 1.8 1.6 1.4 1.1
(L'Oréal Groupe)
Lancaster Sun (Coty Coty Colombia Ltda 0.3 0.3 0.3 0.2
Inc)
Clarins (Clarins SA) Various distributors 0.3 0.3 0.3 0.2
Christian Dior Auto- LVMH Moët Hennessy 0.1 0.0 0.0 0.0
Bronzant Louis Vuitton SA
Christian Dior LVMH Moët Hennessy 0.0 0.0 0.0 0.0
Bronze After Sun Louis Vuitton SA
Christian Dior LVMH Moët Hennessy - - - -
Louis Vuitton SA
Others Others 36.7 24.1 21.8 17.6
Total Total 100.0 100.0 100.0 100.0
Table 121 Forecast Sales of Sun Care by Category: Value 2018-2023
COP billion
2018 2019 2020 2021 2022 2023
Adult Sun Care 160.0 169.6 176.7 182.3 187.4 190.6

- Aftersun 6.2 6.1 5.8 5.4 5.1 4.7
-- Premium Aftersun 0.0 0.0 0.0 0.0 0.0 0.0
-- Mass Aftersun 6.2 6.0 5.7 5.4 5.0 4.7
- Self-Tanning 7.9 8.1 8.4 8.8 9.3 9.9
-- Premium Self-Tanning 0.4 0.3 0.3 0.3 0.3 0.3
-- Mass Self-Tanning 7.6 7.8 8.1 8.5 9.0 9.6
- Sun Protection 145.8 155.4 162.6 168.1 173.1 176.0
-- Premium Sun Protection 22.6 25.1 27.6 29.8 31.9 33.9
-- Mass Sun Protection 123.3 130.3 134.9 138.3 141.2 142.2
Sun Care
Sun Care 178.1 188.0 195.6 201.9 207.8 212.2
trade sources
Table 122 Forecast Sales of Sun Care by Category: % Value Growth 2018-2023

2018/2019 2018-23 CAGR 2018/23 Total
Adult Sun Care 6.0 3.6 19.1

- Aftersun -2.9 -5.6 -24.9
-- Premium Aftersun -3.4 -4.9 -22.3
-- Mass Aftersun -2.9 -5.6 -24.9
- Self-Tanning 2.3 4.4 24.1
-- Premium Self-Tanning -7.7 -5.0 -22.7
-- Mass Self-Tanning 2.8 4.8 26.4
- Sun Protection 6.6 3.8 20.7
-- Premium Sun Protection 11.3 8.5 50.1
-- Mass Sun Protection 5.7 2.9 15.3
Sun Care 5.5 3.6 19.2
trade sources
PREMIUM BEAUTY AND PERSONAL

CARE IN COLOMBIA - CATEGORY
ANALYSIS
HEADLINES
▪ Premium beauty and personal care posts 8% current value growth in 2018, to reach COP1.1
trillion
▪ Premium brands with a natural positioning and multipurpose benefits are seeing strong
demand
▪ The average unit price increases in current terms across all premium beauty and personal
care categories in 2018
▪ L’Oréal PROBECOL SA leads premium beauty and personal care in 2018, with a 16% value
share
▪ Over the forecast period, premium beauty and personal care is projected to increase at a 8%
current value CAGR (5% CAGR at constant 2018 prices), to reach COP1.7 trillion in 2023
PROSPECTS
Premium Facial Care Has the Best Prospects for Growth

Within premium beauty and personal care, premium facial care has the best prospects for
growth in value terms. As consumers are taking a more proactive approach towards their facial
routines and have more information sources available to compare benefits and read reviews, it
is expected that they will demand high-quality products and ingredients within the category to
meet their needs, according to their concerns and skin types. Premium skin care is the third
largest category in terms of value after premium colour cosmetics and premium fragrances,
which are well-established categories. Premium skin care is more of a niche; however, it has
gained momentum due to the growing presence of beauty specialist retailers and rising
consumer awareness of the various premium brands available in the market. Although
consumers have become more conscious regarding their expenditure, many are still willing to
pay more for an effective multipurpose product that offers good results.
Premium Sun Care Is Predicted To See A Strong Performance

Similarly to its mass counterpart, premium sun care has benefited from consumers’ increasing
awareness of the risk of prolonged sun exposure. In Colombia, the majority of premium sun care
brands are part of the dermo-cosmetic/pharma segment. Premium mainstream brands used to
be associated with chemical ingredients, but currently consumers are preferring simpler and
more natural formulations. Brand efforts in innovation are thus focusing on natural-derived
ingredients and green production methods, as well as more attractive packaging.
the Expansion of Beauty Specialist Retailers Drives Growth

Over the forecast period, premium beauty specialist retailers will continue to be a key driver of
sales in premium beauty and personal care. In the past, a few retailers retained the exclusive
distribution rights for premium fragrance and skin care brands, and the channel experienced a
steady increase in value share in most categories, competing with small independent beauty
business and private importers. The growing popularity of beauty specialist retailers, such as
Cromantic and Blush-Bar, reflects attempts by manufacturers to diversify their distribution
networks and to appeal to a younger consumer base, who tend to follow the latest trends.
Beauty specialist retailers need to engage consumers through the shopping experience in
order to fuel demand, particularly in colour cosmetics and skin care. Testers, make-overs and
make-up tutorials are all part of the equation. Over the forecast period, premium beauty
specialist retailers are expected to further expand their outlet numbers, making premium beauty
and personal care products more accessible to consumers.
L’oréal Probecol SA Retains Leadership in Premium Beauty and

Personal Care
L’Oréal PROBECOL SA continues to lead premium beauty and personal care, due to its wide
portfolio of brands across several categories. Part of its success is related to its increasing
presence in sales of premium pharma products. Sales of La Roche-Posay and Vichy through
drugstores have grown, and they continue to introduce new products. Vichy’s Minéral 89,
launched in 2018, is a concentrate with hyaluronic acid that moisturises, brightens, fills and
strengthens the skin. Its formulation is innovative, as it is unisex, for any skin type, with a high
concentration of hyaluronic acid, which has not previously been achieved in combination with
other active ingredients. La Roche Posay has added three new lines to its already strong
portfolio: Toleriane Daily Care for ultra-sensitive and/or allergic skins; Hyalu B5 Serum, which is
a unique repair formula that contains two types of pure hyaluronic acids, vitamin B5 and
madecassoside, to fill and repair the skin barrier; and Lipikar – a bath gel that helps restore the
skin barrier and balance the microbiome. Lipikar does not contain parabens, and its formula is
enriched with shea butter and niacinamide.
L’oréal Probecol SA Predicted To See Further Growth

L’Oréal PROBECOL SA is predicted to continue to drive growth in premium beauty and
personal care, through ongoing reinforcement of its distribution channels, the introduction of
new products and the adapting of its current portfolio to consumers’ needs and expectations
regarding beauty. The company’s NYX brand plans to strengthen its presence in the market by
opening 15 more stand-alone stores and launching an online store by the end of 2019.
A Very Fragmented Competitive Landscape

In a very fragmented competitive landscape, promotion is key to achieving success. Sales of
premium beauty and personal care products were strongly backed by media advertising in 2018,
especially in the case of fragrances and skin care. Limited edition collections associated with
celebrities and high-end designers are a feature of the market in Colombia. Moreover, close to
Christmas, companies launch major television campaigns to promote their key products,
particularly for consumers aged over 40 years, while millennials, as digital natives, are targeted
using online make-up tutorials and beauty bloggers. Premium players are increasingly hiring
these influencers as ambassadors for their brands; however, this strategy has a long way to go,
as many manufacturers premium brands perceive blogs and social platforms as not having the
necessary associations with prestige and luxury.
CATEGORY DATA
Table 123 Sales of Premium Beauty and Personal Care by Category: Value 2013-2018
COP billion
2013 2014 2015 2016 2017 2018
Premium Baby and Child- 6.0 6.5 7.2 7.7 8.1 8.6
specific Products
Premium Bath and Shower 5.8 6.2 10.0 12.2 13.8 14.4
Premium Colour Cosmetics 62.0 77.9 87.7 108.1 135.3 141.7
- Premium Eye Make-Up 27.6 29.8 32.2 38.5 46.4 44.2
- Premium Facial Make-Up 19.0 21.5 23.3 31.6 44.7 49.9
- Premium Lip Products 14.9 26.2 26.1 29.8 35.4 38.4
- Premium Nail Products 0.4 0.4 0.5 0.5 0.5 0.6
- Premium Colour - - 5.6 7.8 8.2 8.6
Cosmetics Sets/Kits
Premium Deodorants 44.4 45.3 51.4 53.4 54.2 57.7
- Premium Men's 232.6 253.5 257.5 271.6 294.8 312.9
Fragrances
- Premium Women's 212.9 230.8 240.4 255.4 280.8 297.1
Fragrances
- Premium Unisex 27.3 27.9 28.3 28.7 29.8 30.5
Fragrances
Sets/Kits
Premium Hair Care 66.8 76.9 86.1 93.7 100.2 108.8
Premium Skin Care 31.7 46.7 63.1 78.8 96.3 123.9
- Premium Body Care 9.3 10.2 11.2 12.6 13.8 15.6
- Premium Facial Care 20.0 33.9 49.2 63.4 79.7 105.3
Sets/Kits
Premium Adult Sun Care 13.0 15.4 17.2 17.9 20.6 22.9
- Premium Aftersun 0.0 0.0 0.0 0.0 0.0 0.0
- Premium Self-Tanning 0.4 0.5 0.5 0.5 0.4 0.4
- Premium Sun Protection 12.5 14.9 16.7 17.4 20.1 22.6
Premium Beauty and 706.4 791.3 853.6 932.2 1,038.8 1,123.8
Personal Care
Note: Premium beauty and personal care sales are additionally included within baby and child-specific
products, bath and shower, colour cosmetics, deodorants, fragrances, hair care, sets/kits, skin care and
sun care.
Table 124 Sales of Premium Beauty and Personal Care by Category: % Value Growth
2013-2018

2017/18 2013-18 CAGR 2013/18 Total
Premium Baby and Child-specific Products 6.0 7.4 42.8

Premium Bath and Shower 5.0 20.2 150.6
Premium Colour Cosmetics 4.8 18.0 128.6
- Premium Eye Make-Up -4.9 9.9 60.0
- Premium Facial Make-Up 11.8 21.3 162.5
- Premium Lip Products 8.7 20.8 157.4

- Premium Nail Products 6.0 5.4 30.0
- Premium Colour Cosmetics Sets/Kits 4.5 - -
Premium Deodorants 6.4 5.4 29.8
- Premium Unisex Fragrances 2.2 2.2 11.7
- Premium Fragrance Sets/Kits 4.6 5.2 29.0
Premium Hair Care 8.5 10.2 62.8
Premium Skin Care 28.7 31.4 291.4
- Premium Body Care 13.0 10.8 66.8
- Premium Facial Care 32.2 39.4 427.0
Premium Adult Sun Care 11.6 12.1 77.0
- Premium Aftersun -1.0 7.4 42.8
- Premium Self-Tanning -9.8 -2.2 -10.3
- Premium Sun Protection 12.0 12.5 79.9
sun care.
Table 125 NBO Company Shares of Premium Beauty and Personal Care: % Value
2014-2018
% retail value rsp

Company 2014 2015 2016 2017 2018

La Riviera SAS 13.9 15.2 14.1 13.5 13.2
Prebel SA 5.6 5.9 6.0 5.4 5.4
Internacionales SA
Profrance EU 1.0 1.0 1.0 1.1 1.2
Fedco SA 0.7 0.7 0.8 0.9 1.1
Ltda
Provenzal Ltda 0.6 0.7 0.8 0.7 0.7
Percos SA 0.1 0.5 0.6 0.6 0.7
MAC Cosmetics - - 0.2 0.6 0.6
Naos Colombia SAS - - 0.2 0.4 0.5
Zafarco Comercial SA - - 0.2 0.5 0.4
LVMH Moët Hennessy 0.0 0.0 0.2 0.3 0.4
Louis Vuitton SA
SA
SA
Sabama Ltda 0.2 0.2 0.2 0.2 0.2

Biomana Colombia SAS 0.4 0.4 0.3 0.2 0.1
Verite Derma Labs SAS - - 0.1 0.1 0.1
Various distributors 0.0 0.0 0.1 0.1 0.1
Nu Skin Enterprises Inc 0.2 0.2 0.2 0.1 0.1
Procter & Gamble de 0.2 0.1 - - -
Colombia SA
Others 41.6 40.9 42.3 42.3 42.6
Total 100.0 100.0 100.0 100.0 100.0
Table 126 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2015-
2018
% retail value rsp


(L'Oréal Groupe)
(Puig SL)
(Revlon Inc)
SL)
(Revlon Inc)
Homme (L'Oréal
Groupe)
AG & Co KGaA)
(L'Oréal Groupe)
Groupe)
cK one (Coty Inc) Coty Colombia Ltda 2.0 1.8 1.7 1.6
(Estée Lauder Cos
Inc)
(L'Oréal Groupe)
Homme (L'Oréal
Groupe)
cK be (Coty Inc) Coty Colombia Ltda 1.2 1.1 1.0 0.9
(Puig SL)
Le Mâle (Puig SL)

(L'Occitane
International SA)
Men (Coty Inc)
Cos Inc)
Professionnel
(L'Oréal Groupe)
Hennessy Louis
Vuitton SA)
SA, Laboratoires)
Hennessy Louis
Vuitton SA)
Dolce & Gabbana La Riviera SAS - 0.5 0.5 0.5
(Shiseido Co Ltd)
(Shiseido Co Ltd)
Le Mâle (Shiseido
Co Ltd)
Dolce & Gabbana La Riviera SAS 0.6 - - -
(Procter & Gamble
Co, The)
Others Others 55.1 56.0 56.8 56.7
Total Total 100.0 100.0 100.0 100.0
Table 127 Forecast Sales of Premium Beauty and Personal Care by Category: Value
2018-2023
COP billion
2018 2019 2020 2021 2022 2023
Premium Baby and Child- 8.6 8.8 9.1 9.6 10.0 10.4
specific Products
Premium Bath and Shower 14.4 14.8 14.9 15.1 15.1 15.0
Premium Colour Cosmetics 141.7 154.8 169.0 182.9 195.9 207.8
- Premium Eye Make-Up 44.2 50.3 57.2 64.1 70.8 77.3
- Premium Facial Make-Up 49.9 54.2 58.2 61.9 64.8 67.0
- Premium Lip Products 38.4 40.9 44.0 46.9 49.8 52.6
- Premium Nail Products 0.6 0.6 0.6 0.6 0.6 0.5
- Premium Colour 8.6 8.8 9.1 9.5 9.9 10.4
Cosmetics Sets/Kits
Premium Deodorants 57.7 59.7 60.4 60.6 60.5 60.3
- Premium Men's 312.9 326.7 344.0 359.7 374.1 386.1
Fragrances
- Premium Women's 297.1 311.3 322.4 330.4 337.7 346.5

Fragrances
- Premium Unisex 30.5 30.3 30.0 29.9 29.7 29.3
Fragrances
Sets/Kits
Premium Hair Care 108.8 112.9 118.3 124.4 132.0 141.0
Premium Skin Care 123.9 137.8 150.4 162.5 172.7 181.1
- Premium Body Care 15.6 16.8 17.9 18.8 19.7 20.6
- Premium Facial Care 105.3 117.7 129.2 140.3 149.6 157.0
Sets/Kits
Premium Adult Sun Care 22.9 25.5 28.0 30.1 32.2 34.2
- Premium Aftersun 0.0 0.0 0.0 0.0 0.0 0.0
- Premium Self-Tanning 0.4 0.3 0.3 0.3 0.3 0.3
- Premium Sun Protection 22.6 25.1 27.6 29.8 31.9 33.9
Premium Beauty and 1,123.8 1,187.8 1,251.6 1,310.3 1,364.9 1,416.6
Personal Care
trade sources
sun care.
Table 128 Forecast Sales of Premium Beauty and Personal Care by Category: % Value
Growth 2018-2023

2018/2019 2018-23 CAGR 2018/23 Total
Premium Baby and Child-specific Products 2.8 3.8 20.3

Premium Bath and Shower 2.2 0.8 4.2
Premium Colour Cosmetics 9.3 8.0 46.6
- Premium Eye Make-Up 14.0 11.8 75.0
- Premium Facial Make-Up 8.5 6.1 34.2
- Premium Lip Products 6.4 6.5 36.7
- Premium Nail Products 1.1 -1.1 -5.2
- Premium Colour Cosmetics Sets/Kits 2.4 3.9 21.2
Premium Deodorants 3.5 0.9 4.6
- Premium Unisex Fragrances -0.5 -0.8 -3.9
- Premium Fragrance Sets/Kits 0.4 -1.1 -5.4
Premium Hair Care 3.8 5.3 29.7
Premium Skin Care 11.2 7.9 46.1
- Premium Body Care 8.0 5.7 32.0
- Premium Facial Care 11.8 8.3 49.1
Premium Adult Sun Care 10.9 8.3 48.9
- Premium Aftersun -3.4 -4.9 -22.3
- Premium Self-Tanning -7.7 -5.0 -22.7
- Premium Sun Protection 11.3 8.5 50.1
trade sources
sun care.
MASS BEAUTY AND PERSONAL

CARE IN COLOMBIA - CATEGORY
ANALYSIS
HEADLINES
▪ Mass beauty and personal care posts 5% current value growth in 2018, to reach COP7.1
trillion
▪ Hard discounters and drugstores continue to gain value share in 2018
▪ The average unit price increases within mass beauty and personal care in current terms in
2018, albeit only marginally
▪ Belstar SA leads mass beauty and personal care in 2018, with an 11% value share
▪ Over the forecast period, mass beauty and personal care is projected to increase at a 4%
current value CAGR (1% CAGR at constant 2018 prices), to reach COP8.7 trillion in 2023
PROSPECTS
Hard Discounters and Drugstores Continue To Gain Share

Over the forecast period, drugstores and hard discounters will continue to gain traction among
consumers in mass beauty and personal care. In the past, these channels had a negligible
presence, as they were not considered traditional outlets for beauty and personal care. Hard
discounters, which have wide store networks and a low-priced offer, have changed the
distribution landscape for groceries, home care, and beauty and personal care, even though the
addition of beauty and personal care to their portfolios is fairly recent. Due to the reduction of
foot traffic in supermarkets and hypermarkets, some categories in personal care have suffered,
and price rises in all categories have slowed. The discounter channel’s main appeal lies in its
low prices, and hard discounters have positioned themselves as convenient one-stop shopping
destinations for consumers looking for a limited selection of affordable beauty and personal care
products.
Drugstores on the other hand, have increased their share due to the expansion of the
Farmatodo chain. The popularity of this drugstore format has reshaped the shopping
experience. Farmatodo offers a wide range of beauty and personal care products in all
categories, with a self-service format.
Price-orientated Consumers Hamper Growth in Beauty and Personal

Care
A common theme across many of the categories in mass beauty and personal care has been
a slowdown in price rises, owing to price-orientated consumers aiming to reduce their
expenditure. In the latter part of 2018, most categories showed growth in sales, as they
benefited from value for money offerings and price-based promotions. Consumers continue to
search for the best prices, natural formulations and a unique purchasing experience, forcing
retailers and mainstream brands to keep pace with their expectations.
Despite a challenging short-term scenario, sales should be stronger from 2019 onwards, with
more positive signals from employment rates boosting confidence among consumers.
Mass Beauty and Personal Care Uses Digital Channels

Traditionally, mass brands in beauty and personal care have built their consumer base
through store-based channels. Due to consumers being more connected via digital channels, it
is important for manufacturers to create brand awareness through an active presence in social
media. Influencers on these platforms have driven sales by communicating product information,
promotions, recommendations and even offering free samples of products. A considerable
number of brands have developed digital strategies to get closer to consumers online. Digital
tools include online applications where looks can be previewed using a smartphone camera,
while online tutorials for cosmetics products are increasingly popular.
Belstar Continues To Lead the Mass Segment

Direct selling accounts for a significant proportion of mass beauty and personal care value
sales. Direct sellers have been successful in developing wide portfolios, supported by their
teams of representatives. With a strong presence in many categories, Belstar SA retained its
leadership in mass beauty and personal care in 2018. The company’s leading brands include
Esika, Cyzone and L’Bel. The company benefits from a strong distribution network, and
encourages close relationships between the representatives who endorse the brands and its
customers. Like all direct sellers, Belstar seeks to stimulate dynamism in mass beauty and
personal care though innovation.
Avon Sees A Decline in Its Share

Avon maintained its second position in mass beauty and personal care in Colombia in 2018,
although its value share continued to fall. A reduction in sales was experienced by most direct
sellers, as consumers restrained their spending. However, the company has been investing in
its new colour cosmetics brand Mark, which targets millennial women. Its top five brands are
Avon Care, Avon Renew/Anew, Avon True, Avon Color Trend and Avon Mark.
CATEGORY DATA
Table 129 Sales of Mass Beauty and Personal Care by Category: Value 2013-2018
COP billion
2013 2014 2015 2016 2017 2018
Mass Baby and Child- 404.2 435.1 473.8 508.5 533.5 565.4
specific Products
Mass Bath and Shower 478.2 509.2 538.6 568.7 611.3 641.7
Mass Colour Cosmetics 778.3 819.9 869.0 921.4 936.3 984.0
- Mass Eye Make-Up 227.4 242.9 254.6 276.4 283.6 320.7
- Mass Facial Make-Up 171.6 183.5 193.1 201.8 198.4 200.7
- Mass Lip Products 169.5 180.5 193.4 209.6 229.4 248.1
- Mass Nail Products 162.5 163.7 177.6 185.7 176.8 165.3
Sets/Kits
Mass Deodorants 577.3 581.6 585.1 624.7 625.4 646.0

Mass Fragrances 1,212.3 1,229.7 1,255.9 1,320.6 1,340.4 1,354.9
Kits
Mass Hair Care 1,212.8 1,253.5 1,284.9 1,363.4 1,414.3 1,479.2
Mass Skin Care 974.3 1,000.6 1,072.4 1,145.0 1,210.1 1,300.5
- Mass Body Care 331.9 336.6 371.7 403.3 431.9 470.9
- Mass Facial Care 535.4 552.2 584.8 619.9 648.9 693.4
- Mass Hand Care 29.9 32.5 34.2 38.7 44.3 48.9
Kits
Mass Adult Sun Care 89.5 92.0 106.4 119.5 127.3 137.0
- Mass Aftersun 5.5 5.8 6.0 6.1 6.2 6.2
- Mass Self-Tanning 4.7 5.0 6.0 6.6 7.1 7.6
- Mass Sun Protection 79.2 81.3 94.5 106.9 114.1 123.3
Mass Beauty and 5,726.8 5,921.7 6,186.1 6,571.8 6,798.7 7,108.7
Personal Care
Note: Mass beauty and personal care sales are additionally included within baby and child-specific products,
bath and shower, colour cosmetics, deodorants, fragrances, hair care, sets/kits, skin care and sun care.
Table 130 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2013-
2018

2017/18 2013-18 CAGR 2013/18 Total
Mass Baby and Child-specific Products 6.0 6.9 39.9

Mass Bath and Shower 5.0 6.1 34.2
Mass Colour Cosmetics 5.1 4.8 26.4
- Mass Eye Make-Up 13.1 7.1 41.0
- Mass Facial Make-Up 1.2 3.2 17.0
- Mass Lip Products 8.2 7.9 46.4
- Mass Nail Products -6.5 0.3 1.7
- Mass Colour Cosmetics Sets/Kits 2.0 0.8 4.1
Mass Deodorants 3.3 2.3 11.9
Mass Fragrances 1.1 2.2 11.8
- Mass Women's Fragrances 1.2 2.8 15.1
- Mass Fragrance Sets/Kits -0.5 0.9 4.7
Mass Hair Care 4.6 4.1 22.0
Mass Skin Care 7.5 5.9 33.5
- Mass Body Care 9.0 7.2 41.9
- Mass Facial Care 6.8 5.3 29.5
- Mass Hand Care 10.4 10.3 63.5
Mass Adult Sun Care 7.6 8.9 53.1
- Mass Aftersun 0.8 2.3 12.0
- Mass Self-Tanning 7.5 9.8 59.9
- Mass Sun Protection 8.0 9.2 55.6
Table 131 NBO Company Shares of Mass Beauty and Personal Care: % Value 2014-
2018
% retail value rsp

Company 2014 2015 2016 2017 2018
Belstar SA 12.7 11.2 11.2 11.0 10.8

Colombia SA
Colombia SA
Colombia SA
Prebel SA 1.7 1.8 1.8 2.1 2.3
Sancela SA
Ltda
Cerescos Ltda 0.8 0.9 0.9 0.8 0.7
Azul K SA 0.3 0.3 0.4 0.6 0.6
Laboratorios Smart SA 0.5 0.5 0.5 0.5 0.5
Colpapel SA
Detergentes SA 0.3 0.3 0.3 0.3 0.3
AH Robins Ltd 0.1 0.2 0.2 0.3 0.3
Quala SA 1.2 1.1 1.1 - -
Others 18.4 18.7 18.1 16.9 16.6
Total 100.0 100.0 100.0 100.0 100.0
Table 132 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2015-2018
% retail value rsp


Belcorp)
Yanbal Group)
Belcorp)
Inc)
Group) Colombia SA
Co, The)
Sancela SA
Groupe)
Palmolive Co)
Co KGaA)
Products Inc)
Group) Colombia SA
(Colgate-Palmolive
Co)
Co KGaA)
Products Inc)
Belcorp)
Groupe)
Babaria (Berioska SL) Babaria de Colombia SAS 0.0 0.1 0.6 0.7
(Colgate-Palmolive
Co)
Mexsana (Bayer AG) Bayer de Colombia SA 0.6 0.7 0.7 0.7
Cosmetics SA)
Products Inc)
Cosméticos SA)
Sancela SA
& Gamble Co, The)
(Private Label)
Others Others 49.1 48.6 47.3 46.8
Total Total 100.0 100.0 100.0 100.0
Table 133 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2018-
2023
COP billion
2018 2019 2020 2021 2022 2023
Mass Baby and Child- 565.4 581.0 595.6 613.9 636.7 662.2
specific Products
Mass Bath and Shower 641.7 656.0 663.8 669.2 671.2 668.9
Mass Colour Cosmetics 984.0 1,011.2 1,036.0 1,051.6 1,061.1 1,064.9
- Mass Eye Make-Up 320.7 342.1 359.1 371.0 377.9 381.0
- Mass Facial Make-Up 200.7 200.8 201.5 202.7 204.1 205.5
- Mass Lip Products 248.1 261.9 272.9 277.2 279.3 279.0
- Mass Nail Products 165.3 157.4 152.9 151.2 149.8 149.3
Sets/Kits
Mass Deodorants 646.0 656.0 659.7 659.7 657.9 654.7
Mass Fragrances 1,354.9 1,348.5 1,333.7 1,309.5 1,285.2 1,273.2
Kits
Mass Hair Care 1,479.2 1,493.9 1,502.7 1,508.8 1,509.0 1,507.4
Mass Skin Care 1,300.5 1,351.8 1,397.3 1,433.9 1,457.4 1,473.9
- Mass Body Care 470.9 492.7 512.0 527.5 537.3 542.9
- Mass Facial Care 693.4 720.2 743.2 760.3 771.0 780.0
- Mass Hand Care 48.9 51.3 53.4 55.1 56.1 56.8
Kits
Mass Adult Sun Care 137.0 144.1 148.8 152.2 155.2 156.4
- Mass Aftersun 6.2 6.0 5.7 5.4 5.0 4.7
- Mass Self-Tanning 7.6 7.8 8.1 8.5 9.0 9.6
- Mass Sun Protection 123.3 130.3 134.9 138.3 141.2 142.2
Mass Beauty and 7,108.7 7,242.5 7,337.6 7,398.8 7,433.8 7,461.6
Personal Care
trade sources
Table 134 Forecast Sales of Mass Beauty and Personal Care by Category: % Value
Growth 2018-2023
2018/2019 2018-23 CAGR 2018/23 Total
Mass Baby and Child-specific Products 2.8 3.2 17.1

Mass Bath and Shower 2.2 0.8 4.2
Mass Colour Cosmetics 2.8 1.6 8.2
- Mass Eye Make-Up 6.7 3.5 18.8
- Mass Facial Make-Up 0.1 0.5 2.4
- Mass Lip Products 5.5 2.4 12.4
- Mass Nail Products -4.7 -2.0 -9.6
- Mass Colour Cosmetics Sets/Kits -0.3 0.4 1.9
Mass Deodorants 1.6 0.3 1.3
Mass Fragrances -0.5 -1.2 -6.0
- Mass Women's Fragrances -0.3 -1.5 -7.1
- Mass Fragrance Sets/Kits -2.7 -0.5 -2.7
Mass Hair Care 1.0 0.4 1.9
Mass Skin Care 3.9 2.5 13.3
- Mass Body Care 4.6 2.9 15.3
- Mass Facial Care 3.9 2.4 12.5
- Mass Hand Care 4.9 3.0 16.1
Mass Adult Sun Care 5.2 2.7 14.1
- Mass Aftersun -2.9 -5.6 -24.9
- Mass Self-Tanning 2.8 4.8 26.4
- Mass Sun Protection 5.7 2.9 15.3
trade sources

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LIST OF CONTENTS AND TABLES

Table 14 NBO Company Shares of Baby and Child-specific Products: % Value

Category Data ............................................................................................................................ 29

Table 52 Sales of Depilatories by Category: % Value Growth 2013-2018 ................ 49

Table 72 LBN Brand Shares of Colourants: % Value 2015-2018 .............................. 65

Table 94 LBN Brand Shares of Oral Care: % Value 2015-2018................................ 82

Johnson & Johnson Increases Investment in Neutrogena .................................................... 103

BEAUTY AND PERSONAL CARE IN

Beauty and Personal Care Continues To See Growth in 2018

Retailers Launch New Private Label Beauty and Personal Care

Demand for Natural Products Increases Across All Categories

100% Colombian, 100% Vegan Offering

A Positive Performance Is Expected Over the Forecast Period

Baby and Child-specific 410.2 441.7 480.9 516.3 541.6 574.0

% current value growth

Baby and Child-specific Products 6.0 6.9 39.9

% retail value rsp

Colgate-Palmolive Co 7.7 7.6 9.6 9.7 10.0

Edgewell Personal Care - 1.1 1.0 1.0 1.0

% retail value rsp

Colgate-Palmolive & Cia 7.7 7.6 9.6 9.7 10.0

Amway Colombia SA 0.8 0.8 0.7 0.6 0.6

% retail value rsp

Colgate (Colgate- Colgate-Palmolive & Cia 3.9 5.4 5.4 5.6

My First Colgate Colgate-Palmolive & Cia 0.4 0.7 0.7 0.8

% retail value rsp

Table 7 Distribution of Beauty and Personal Care by Format: % Value 2013-2018

% retail value rsp

2013 2014 2015 2016 2017 2018

Store-Based Retailing 68.5 68.6 69.0 69.2 69.5 68.9

% retail value rsp

Store-Based Retailing 82.1 87.6 54.1 75.7 97.5 35.9

Store-Based Retailing 81.5 63.0 97.2 55.2 74.3

-- Traditional Grocery 16.4 11.7 22.5 1.1 7.0

Baby and Child-specific 574.0 589.8 604.7 623.5 646.7 672.6

Men's Grooming 1,795.6 1,832.2 1,867.6 1,895.8 1,926.9 1,960.9

% constant value growth

Baby and Child-specific Products 2.8 3.2 17.2

Summary 1 Research Sources

Instituto Nacional de Vigilancia de

Universidad Nacional de Colombia

Trade Associations Asociación Colombiana de Venta

Instituto Español de Comercio

Trade Press Beauty Business News

European Cosmetic Markets

Foreign Cos in Emerging Markets

International Cosmetique News

Latin America News Digest

Revista Estetik Pro

Soap Perfumery & Cosmetics

Source: Euromonitor International

BABY AND CHILD-SPECIFIC

Better Informed Parents Support Sales

Natural/organic Offerings Gain Visibility

Johnson & Johnson Colombia Leads Baby and Child-specific Products

Belleza Express SA Sees Growth in Share

Distribution of Baby and Child-specific Products Is Changing

Baby and Child-specific 116.6 122.8 133.2 146.0 154.2 164.7

Baby Wipes 121.3 136.3 145.2 153.9 160.3 168.5

% current value growth

Baby and Child-specific Hair Care 6.8 7.2 41.3

% retail value rsp