The 5 cosmetics signatures with more sales in Mexico

Behind the Rímel, the Gloss, the makeup and all the color of the cosmetics, there are hundreds of scientists and hours of work in laboratories.From Mary Kay to Revlon, passing through L’Oreal, Estée Lauder and Avon, cosmetics companies invest millions of dollars in innovation and development to constantly launch new products.

Each company has its success stories in innovation.Mary Kay with the largest market share for the sale of cosmetics in Mexico, this year launched a treatment that fights free radicals - a molecular reaction of the organism that accelerates aging - to give the skin a younger appearance.The American firm baptized the product, Timewise Miracle Set 3D, as the greatest launch of its history.Its elaboration led and "reflects not only years of research on the latest innovations of ingredients but also an understanding of how today's environment affects the appearance of skin aging," said Lucy Gildea, scientific director of Mary Kay, in a statement.

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Other companies, such as Revlon, also seek to innovate in the distribution, with presentations made by beauty bloggers to conquer online sales.“An immediate and superimporting step for us is to grow in the e-comparative business, just when you need younger consumers in which, obviously, there is more penetration in the use of the Internet.And they are people who are exposed to trends, nothing more than Mexico but worldwide, ”says Andrés Reyes Llanas, commercial director of Revlon Mexico in the consumption division.

To these trends, sustainability is joined: L’Oreal with its Vichy brand, works for its products, are more ecological, making packaging with the highest biodegradable percentage and smaller weight.And Jafra, the line of cosmetics and skin care of the German Vorwerk, modified its formulas so that its products have as a basis natural raw materials, following the example of its flagship, the real jelly, which contains the same substance with thethat the bee reigns in a honeycomb.

In Mexico the sector has an estimated value of 154,000 million pesos, according to the Chamber of Cosmetic Products Industry, and achieves an annual growth of 11%.Therefore, in an increasingly competitive context and in a very spraying sector, these companies that were born from the tradition -with recipes inspired by the rituals of the ancient Egyptians, such as Jafra, or with the family councils of Estée Lauder, which, whichHe launched a mask made with beaten egg as their mother did- they bet on innovation to get most of the cake.