Colombia became one of the epicenters of the cosmetics and grooming industry in Latin America. According to Euromonitor International, between 2009 and 2014, this sector grew at 7.3% annually and today is the fifth market in the subcontinent.
For its part, Andi highlights that, in 2019, the toilet subsector expanded the size of its market by 2% compared to the previous year. In more detail, Juan Carlos Castro, director of the Chamber of the Cosmetic and Cleaning Industry, explains that “The category of personal hygiene grew 3.08% (US $ 3,572 million), while that of household hygiene decreased 6.6% (US $ 1,009 million).”
The union leader revealed that last April, in full quarantine, the wellness basket, which includes toiletries, registered growth in various indicators compared to the same period in 2019. (See graph)
Castro added that, In this crisis, some companies in the cosmetic subsector, such as Masglo, a producer of enamels, have innovated and expanded their portfolio by producing disinfectants and antibacterial gels. Companies such as L’oreal, Bardot, Natura and Henkel joined this turn in their production.
According to Diego Freire, general manager of Masglo, the pandemic “forced us to see another type of perspective, a source of growth and consumer needs.” From there, they focused on manufacturing items from the biosafety line and started with antibacterials, which have been well received by consumers.
Today, production ranges from 28,000 to 30,000 units per month and at the end of the year it expects to be releasing other products such as sprays. “Crises are always opportunities to reinvent and adapt,” he says.
For his part, The Family Group, with a direct presence in eight countries in South America and the Caribbean, 60 years of experience and 5,400 employees, has managed to get ahead, prioritizing its stakeholders.
According to Lucas López Lince, Vice President of Marketing for this Colombian multilatina, “No company had a manual to deal with the current situation and we are all vulnerable to what we are experiencing. However, putting our superior purpose of generating well-being to families at the center of decisions has allowed us to navigate in an agile, genuine, responsible and systematic way in the reality that we are living ”.
A series of fundamental actions were taken: first, to continue operations with strict biosafety protocols and to promote remote work for administrative personnel. It was also decided to adequately supply the market, prioritizing in the key portfolio, made up of solutions such as toilet paper, damp cloths and antibacterial gel; and looking for greater flexibility in supply chains. Finally, digital channels were rapidly strengthened. The result: they registered a growth of 17% in the first quarter of 2020.
While, Unilever, the multinational consumer products company with a presence in more than 190 nations, has successfully capped the crisis thanks to the diversity of its offer.
Fortunately, the impact on our business has been less compared to other industries, since We have essential products on the market that, in times of health emergency, represent an important response to consumer needs.”Says Ignacio Leaves, president of Unilever Middle Americas.
In practice, as he adds, at the present time there were changes in consumer habits that caused, for example, the drop in demand for categories of products that are especially essential for personal care., which includes products such as deodorants and facial creams, among others, in contrast to the increase in the categories of household care products, soaps – especially antibacterial lines – and food.
From this dynamic, Leaves explains that to successfully exit the current situation, they are “focusing on reinforcing those products that our consumers need and value most in these times of uncertainty and constant change”.
Business alliances
The need to expand the product offering gave life to initiatives that involve companies from various sectors. One of these is led by Bavaria, the country’s leading beverage producer, and Binner Personal Care, in the cleaning sector. The goal of delivering 100,000 bottles of antibacterial gel in vulnerable areas, announced on March 20 by the Ministry of Health, is close to being met. To date, according to Bavaria, they have donated 95,000 in hospitals and healthcare institutions in the national territory. The production of this material was made from the alcohol removed in the brewing process, which was later converted into alcohol with a concentration of 70% and an antibacterial gel. On the importance of this initiative, Marcel Regis, President of Bavaria, said: “We are committed to the community and we will work to help cope with this difficult situation that the world is facing until together we succeed.”
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