From hygiene basics such as hair, tooth and skincare, to premium products for that extra special look, the use of beauty and personal care goods is constant and universal. Women, men, younger, older people, and even babies conform the market. Its reach is such, that the industry reported a worldwide value of approximately 500 billion U.S. dollars in 2019. In Colombia – one of the main Latin American markets – the sales revenue of the beauty and personal care industry reached nearly 3.6 billion U.S. dollars that year.

Prices and brands as deal makers

However, not every sector is equally profitable. Out of its total value, the segments of personal hygiene, fragrances, and hair care made up for approximately 70 percent of the Colombian cosmetics and personal care market that year, while body and facial care made up less than 20 percent. Despite the differences in market share, there are a couple of things that all segments have in common.

According to a 2020 survey, no matter the sector, for Colombian customers, prices and brands are key when it comes to purchasing these items. Differences in consumer behavior arise more among genders, than between sectors. In addition to price and brand, women focus on individual preferences when shopping for personal care products , while men pay attention to ingredients. And that is not the only aspect in which women and men differ. When it comes to cosmetics , the same study estimated that Colombian women spend around 64 percent more than their male counterparts every year. Furthermore, women tend to buy luxury brands more frequently, and seem to make more environmentally aware purchases .

From Colgate to Head & Shoulders

In Colombia, the toothpaste label Colgate, the menstrual hygiene brand Nosotras, and the hair-care trademark Head & Shoulders ranked among the most frequently bought health and beauty brands in 2019. Some of the leading beauty and personal care companies in the South American country are behind these highly demanded products. The multinational Productos Familia – owner of Nosotras –, for instance, was the corporation with the highest revenue in Colombia within the manufacturing industry of cleaning and personal care products that year. Colgate Palmolive – owner of the label Colgate – ranked second in the market. Meanwhile, Head & Shoulders' manufacturer Procter & Gamble led among importing companies of cosmetic products in the South American country.


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