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REPOR T

Their innovative formulas combine the biodiversity of the Kern and Spetseri also highlight how Latin America’s
Amazon forest with the latest cosmetic technology in all their diversity and dynamism add value to the beauty industry
products, an approach that has made them Brazil’s largest by offering brands avenues for innovation, expansion,
cosmetics multinational. Another powerhouse is O Boticário, and the ability to build strong, culturally relevant connections
started in 1977 by pharmacist Miguel Krigsner who created with consumers. By understanding and addressing the
personalized wellness experience in his apothecary. varied needs and preferences across countries like
This early love of customisation and Brazil’s natural riches Brazil, Mexico, Colombia, Argentina, Chile, Peru, Paraguay
soon evolved into the Boticário Group, a beauty eco-system and Uruguay brands can unlock significant growth
comprising of 7 brands, a Foundation and an Institute. in established and emerging markets.
With over 3,600 locations in Brazil and over 600 locations
across the world O Boticário has held the title of the To achieve the most effective
rd
3 most sustainable beauty company globally for four strategies for their importing
consecutive years. This love of nature, people and the planet and exporting clients, Lumina
is an notable hallmark of many brands in the region and The One highly-personalised
has given rise to an evolving ethical shopping trend. and data-driven process’ is
Like the rest of the world the younger generations based on each individual
in Latin America are highlighting the importance brand story, goals, values
of social and environmental responsibility, brands and long-term vision.
that demonstrate that sustainability is non-negotiable Their advice for brands
have a higher value with this influential sector. looking to succeed in
Purpose, authenticity, diversity, cultural heritage and Latin America, “Focus
individuality are further key values that brands need on building emotional
to align with to attract this valuable audience. connections through culturally relevant storytelling and
Engaging digital experiences that leverage social media authentic messaging.’ advises Solange Spetseri, Co-Founder
platforms like Tik Tok and Instagram are vital marketing Lumina The One. “Prioritize values that resonate with Latin
components for beauty brands as these create channels American consumers, such as sustainability, inclusivity, family
of engagement and storytelling that are so important and community. Additionally leverage digital platforms
to reach these customers. and social media to engage effectively with consumers, as
these channels play a vital role in the region’s marketplace.
THE INSIDE pERSpECTIVE Tailoring your approach to each market will ensure a stronger

Lumina The One is a niche consultancy that is well-known and more lasting impact.”
for its insightful understanding of omnichannel retail in Latin
America. Founded by Barbara Kern and Solange Spetseri, A DISTINCTIVE HERITAGE
whose careers span some of the world’s most renowned Each country in the region has their own distinct consumer
brands, Lumina The One combines exceptional local behaviour patterns that stem from their individual retail
market expertise with a comprehensive knowledge of the traditions, these differing legacies play an important role
complexities of diverse distribution networks and a global in shaping the current consumer mindset and therefore
perspective. By bridging the gap between brands, markets, an important consideration for beauty brands considering
opportunities and consumers with their customized, disruptive these markets. If you consider Brazil, beauty here is deeply
and innovative strategies the consultancy is becoming a firm rooted in direct sales, community-driven shopping and
favourite with beauty brands both locally and internationally traditional stores making the customer value personal
who are looking to grow their businesses sustainably. connections, trust and tailored recommendations.

“Latin America presents immense opportunities for beauty brands, driven by its large,
youthful populations, growing middle class, and vibrant consumer culture,’ explains co-
founder Barbara Dern, Lumina The One. “Each country has unique characteristics that shape
beauty trends and consumer behaviour. Brazil, for instance, stands as one of the world’s
largest beauty markets, with a strong emphasis on fragrances, hair care, and body care,
which are influenced by its diverse culture and climate. Mexico blends traditional
and modern beauty ideals with an increasing demand for natural and organic products.
Colombia, with its dynamic and fast-growing beauty sector, values innovation and
wellness-oriented products, while Argentina stands out for its focus on high-quality
skincare and fragrance, shaped by a strong European influence. Emerging markets like
Chile and Peru also witness growing interest in premium beauty offerings.”

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