Professional Documents
Culture Documents
PROSPECTS 800
Volume sales of skin care declined in 2016 and 2017 and current value sales increased 400
due to small unit price increments. The poorer volume sales were caused by economic
deceleration. Consumers who are already accustomed to using skin care products
200
continue to do so, but some of them have migrated to cheaper brands whilst others
have slightly reduced the frequency of use. However, the main effect of the economic
situation is that it discourages new consumers from trying products in this category, in 0
2003 2017 2022
which there is still a large space to penetrate because in most Peruvian households
there is no habit of using creams on the face or the body.
To create the habit, multinational companies and direct sellers invest in Sales Performance of Skin Care
communication, but it is essential that potential consumers perceive the need and at % Y-O-Y Retail Value RSP Growth 2003-2022
the same time have the money to purchase the products. In this sense, the credit
granted by promoters of direct sales will help the expansion that will be seen in the
coming years, as it is a category with potential.
2.1% Forecast
20%
The presence of more retailers will help to increase the total category size but it will Facial Care
587,2
also result in a decline in direct sellers’ shares, which will be fought with sets and
promotions as well as strengthening the network of distributors, through continuous Hand Care
49,9
training programmes. In addition, there will be an increase in direct communication
with consumers, through the use of digital media and the development of tutorials to Skin Care Sets/Kits
30,4
explain the correct use and benefits of the different products that make up skin care,
such as anti-acne products. -5% 0% 15%