By Nadja Bento, Life Science Portfolio Director at NürnbergMesse Brazil
The fragrance market has long been one of the most dynamic and promising in the country. According to data from the Brazilian Association of the Personal Hygiene, Perfumery and Cosmetics Industry (ABIHPEC), Brazil has the second largest fragrance, men’s products and deodorant operations in the world. And the forecast is for growth of 6.2% by 2027.
However, despite the market still dedicating a large part of its production to perfumery, there is a clear and significant movement in the search for health and well-being through fragrances, which have always been linked only to olfactory pleasure.
For some time now, studies have been pointing out the therapeutic benefits of aromas, which help to reduce stress, improve mood and promote better sleep, among other complementary effects on our health.
In 2012, an experiment conducted by students from several universities in South Korea and published in the journal Evidence-Based Complementary and Alternative Medicine showed the effects of four fragrances on blood pressure and the autonomic nervous system of pre-hypertensive and hypertensive participants: lavender, ylang-ylang, marjoram and neroli. People who inhaled these essential oils had a significant decrease in their blood pressure measurements.
In Brazil, a more recent study, carried out by the Evidence Map on the Clinical Effectiveness of Aromatherapy, with support from the Ministry of Health, also highlighted several therapeutic mechanisms in essential oils, identifying 77 fragrances with positive effects on pain relief, treatment of anxiety, symptoms of menopause, quality of sleep, agitation in the elderly, among others, with few side effects.
The fact is that inhaling these fragrances through essential oils can cause emotional and physiological changes, affecting the limbic system and helping to treat certain conditions without the side effects common to synthetic medications.
It is no surprise that demand is transforming the sector, driving innovation and opening new doors for companies, including those from other markets. This is especially true in Brazil, which, with all its biodiversity, is increasingly sought after by international manufacturers, as we saw at the latest edition of FCE Cosmetique, the main meeting of the cosmetics industry in Latin America, held in June. More than 28 nations, representing all continents, were present at the fair in São Paulo, which brought together suppliers, distributors and other companies in the sector.
This movement drew attention to a chain that also benefits other fronts with the same proposal. At the event, we noticed that companies looking for fragrances had a greater interest in sustainable suppliers, including from other niches, such as packaging.
Today, consumers are generally concerned about the origin of their consumption. This sustainable responsibility is a global trend that has been gaining momentum in the sector, directly impacting the relationship between companies and the end consumer.
Especially for those who regularly use cosmetics, it is important to know where the product or its ingredients come from, and what happens to it afterwards. “Clean beauty” is a term used by the industry itself to distinguish vegan, organic, toxin-free or natural products – such as essential oils, for example, which do not have the same chemical composition as synthetic essences.
In this scenario, with new behaviors shaping the sector, companies operating domestically have a favorable path and can take advantage of the opportunity to consolidate their presence in the foreign and domestic markets, exploring new fronts. Thus, the country remains among the global leaders in the consumption and production of fragrances, without giving up the healthiness and diversity of its portfolio.
