South and Central America are a bright spot in the global beauty landscape. While well-heeled travelers from the region are helping fuel sales in the U.S., an analysis of sell-in information provided by NPD from Segmenta makes clear that they’re also shopping in their home markets. “It’s a very vibrant market with a lot of opportunity for growth,” says Karen Grant, vice president and global beauty industry analyst at The NPD Group. “We talk a lot about people coming to the U.S. to shop, yet we’re seeing shipments to South and Central America double.” As these figures show, market patterns are emerging that are notably different than those in the U.S. In fragrance, clas- sic and designer names dominate, while in makeup, brands with a strong color ethos, such as MAC, Lancôme and Dior, are most popular. “Makeup has a younger orientation than fragrance, and fragrance has a very different brand set than what we would normally see,” says Grant. “There is definitely the opportunity to build revenue, but the competition is very different.”

 

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