Mexican Dermocosmetics Linked to Mental Healthcare, Well-Being

In the “Under the Skin” white paper published by IQVIA in May 2022, consumers were asked if they felt embarrassed/self-conscious in the last week due to their skin conditions. Of the total respondents,  82% answered “a little,” “a lot” or “very much.”  When these same consumers were asked if at any moment during the last year they felt that using a dermocosmetic product had reduced the embarrassment/self-consciousness, 86% answered in the  affirmative.

In some consumers’ eyes, “skin” is part of their fashion and identity, just like clothes, shoes, or hair. That is why “skin care” has become an attractive business that is constantly searching for an “ideal” image.

La Roche Posay, Avene and Vichy – the world’s Top 3 dermocosmetic brands, according to IQVIA Consumer Health data – have almost 6 million followers combined on Instagram alone.1 International figure Jennifer Lopez, who has her own beauty line, has more than 200 million followers. But to create loyalty without an association with a person or physical image is more challenging.

Key Findings and Global Trends

According to the “Under the Skin” white paper, including 2,392 consumer interviews, some topics to consider in the global dermocosmetics market are:

• At the heart of a dermocosmetic brand strategy should be the understanding that these products are personal and play an important part in personal well-being – ensure that your products live up to expectations.

• Dermocosmetic products are linked to mental healthcare and well-being.

• Although skin covers our entire body, most consumers identify only the face as the relevant area and most consumers want treatments for dry skin and to prevent aging.

• Today’s consumers are digital savvy and are seeking information online more than ever. You need to provide information through engaging and creative avenues. But remember, even in those markets most open to new engagement tactics, such as social media influencers, recommendations from HCPs still have a greater impact than recommendations from anyone else, including family members. This was true across all countries surveyed.

• 16% of dermocosmetics consumers always buy online and the main reason is price.

• Clinical efficacy, advice from health professionals and experts at the point of sale were key factors for the product purchase:

  • 78% of consumers commented that they place more value on a recommendation from a health professional.

  • That compares with 6% for influencers, bloggers and/or celebrities.

  • However, 46% said they like their brands to be endorsed by the influencers they follow, and 40% bought a product after seeing an influencer feature it.

• The support of "endorsements" with clinical evidence helps make the decision for both consumers and HCPs and the number of publications has grown significantly in recent years

  • 56% considered that scientific evidence had a high impact on their purchase

• Create an ecosystem around your brand. Give people the tools they want to use your product confidently. Look at how consumers are embracing and becoming comfortable with sharing data online or in virtual environments and ensure that your brand’s ecosystem has moved beyond just the product but is playing an active role in users’ journey to well-being.

Regarding Mexican market size, according to Esthela Villavicencio, Consumer Healthcare Business Unit Director for Mexico, the market value in $10.1 billion (US$507 million), and is growing at an annual rate of 27.3%, mainly fueled by demand (14%), new products (4%), and finally by price (7%).

Esthela also mentioned that three main categories consumers are purchasing are sun protection, women’s specialized face products, and antiseborrheic.

Regarding  sales channels, the main channel for dermocosmetics in Mexico is the pharmacy chain. As is the case in other parts of the world, the main reasons to buy these products at a pharmacy, according to the “Under the Skin” white paper, are their convenient locations, safer products, and the value placed on advice from a pharmacist.

Considering geographical distribution, the Center, South Pacific, North and Gulf of Mexico are the main areas that are growing above market.

Finally, when the pandemic started, the number of new product launches declined. Now, the numbers are again growing but have not yet reached the same levels as 2019.

References:

1. Figures from Instagram – La Roche Posay 2.8m followers (main account); Avene – across various country accounts ~1.2m; Vichy 1.7m (main account) as of 30.04.22