World Luxury Index Brazil :Top 50 Most Searched For Luxury Brands In Brazil

April 2013
In partnership with
THE WORLD LUXURY INDEX™ Brazil
TOP 50 MOST SEARCHED FOR LUXURY BRANDS IN BRAZIL

Created as a way to provide luxury brands and service providers with a
standardized way of measuring brand interest at an international level,
Digital Luxury Group, in partnership with Luxury Society, has unveiled:

An international ranking and analysis of the
most searched-‐‑for brands within the luxury industry.

2
A new luxury benchmark is born.
The World Luxury Index.
Notable past reports include:
© Digital Luxury Group, SA

3
The World Luxury Index Brazil.
300+ brands
Unbiased insights from the top search
engine in Brazil: over 90% market share
20 million+ searches*
Covering:
* From January to June 2012
6 Key
Segments Fashion
Cars Beauty Hospitality Watches Jewelry

4
The Market.
The global luxury Brazilian market is
estimated at 11,94 billion USD in 2012.
80% of luxury products acquired by
Brazilians are purchased abroad.
Brand interest for luxury increased by 24%
in 2012.
MCF Consultoria and GfK Custom Research ; Digital Luxury Group

5
Brazilians, valuable luxury travelers.
“The Brazilian has become a constant
traveler, being the main customer in
several luxury markets worldwide.”
Carlos Ferreirinha, MCF Consultoria

6
The Consumer.
Brazilians are sophisticated, educated
and keen to follow trends, with a desire
of immediate consumption of the best.
Night view of Copacabana Beach, Rio de Janeiro ©Catarina Belova

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What are the most searched for
luxury brands in Brazil?

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Top 50 Most Searched For Luxury Brands in Brazil.
January – June 2012
Source: Digital Luxury Group
1 Audi
2 BMW
3 MAC Cosmetics
4 Mercedes Benz
5 Range Rover
6 Ferrari
7 Porsche
8 Chanel
9 Volvo
10 Armani
11 Lamborghini
12 Omega
13 Hilton
14 Sheraton
15 Rolex
16 Lacoste
17 BugaYi
18 Calvin Klein
19 Dior
20 Tivoli
21 TAG Heuer
22 Ralph Lauren
23 Hermès
24 Renaissance
25 Intercontinental
26 Gucci
27 Louis VuiYon
28 Lancôme
29 Cadillac
30 Regent
31 Cartier
32 Burberry
33 Swarovski
34 Make Up For Ever
35 Jaguar
36 Inﬁniti
37 Prada
38 Lexus
39 Bulgari
40 Breitling
41 Celine
42 Lotus
43 Pagani
44 Christian Louboutin
45 Kenzo
46 Clinique
47 Dolce & Gabbana
48 McLaren
49 Aston Martin
50 Michael Kors

By Luxury Segment.
FASHION
CARS BEAUTY HOSPITALITY WATCHES JEWELRY
#1
#2
#3
9

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Automobiles represent 50% of the Brazilian luxury market.
Watches
7%
Cars
49%
Jewelry
2%
Fashion
13%
Beauty
18%
Hospitality
11%

11
Beauty, second largest luxury segment.
“Brazilians are truly
beauty junkies.”
Paula Larroque, Senior VP Latin America, Sephora
Photo Source: Sephora Brazil

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Brazilians’ love for Appearance boosts the Beauty sector.
Consumer interest for Beauty brands grew
by 49% in 2012.

Per capita spending on beauty and
personal care products is around $260,
which is similar to the one in the USA¹.

(¹) Associated Press, February 2013

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Brazilian Beauty = Perfume + Make Up.
Perfumes and make up are driving the beauty sector,
representing over 90% of consumer interest.
Perfumes
48%
Make up
45%
Skin care
7%
BREAKDOWN OF BEAUTY SEARCHES BY CATEGORY

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Top Beauty Brands by category.
PERFUMES MAKE UP SKIN CARE
# 1
# 2
# 3

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Focus on the Brazilian Beauty leader: MAC.
MAC Cosmetics is an undeniable leader in Brazil gathering 66% of make-‐‑up
market share.

MAC Cosmetics benefits its first mover advantage, with a presence since 2002
and 25 stores in 2012.

MOST SEARCHED FOR MAC PRODUCTS
Lipstick
41%
Base
15%
Blush
11%
Mascara
10%
Powder
7%
Other
16%
In 2009, sales of the lipstick Snob,
by MAC, featured in a telenovela,
exploded.

In 2011, for the first time, Brazil was
selected for the international launch
of Semi Precious, a make-‐‑up
collection.


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Meet the Brazilian Beauty fast-moving challengers.
MOVERS: FASTEST MOVING BEAUTY BRANDS
SHAKERS: BEAUTY BRANDS WITH SLOWEST GROWTH
+745 %

+225%

-46%

-47%

-32%

+108%


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Consuming Beauty becomes a need.
“A make up revolution
happened in Brazil in
2012. I believe that soon,
make up will become a
commodity as common as
a toothbrush.”
Chloé Renard, Brand Manager, Benefit Cosmetics Brazil

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Brazilians are Fashion addicts.
“Style is to Brazil what
precision is to Switzerland.”
David Sadigh, Founder and CEO Digital Luxury Group

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Top 10 Most Searched For Fashion brands.
# 1
# 2
# 3
# 4
# 5
# 6
# 7
# 8
# 9
# 10

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Brazilians love Casual fashion.
Apparel is the leading fashion category (43%), led by casual
luxury brands Ralph Lauren, Lacoste and Armani.

Apparel
43%
Bags and
wallets
38%
Shoes
14%
Sunglasses
5%
BREAKDOWN OF FASHION SEARCHES
BY CATEGORY
TOP 3 MOST SEARCHED FOR BRANDS FOR APPAREL
# 1
# 2
# 3

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Lacoste, casual chic.
Consumer interest for the
Lacoste grew by 78% in
2012.

Brazil is Lacoste’s ﬁfth
biggest market in brand
interest (9%).

Strong brand expansion:
from 130 points of sale in
2007 to over 750 in 2011,
and to 80 unique stores.
Collaboration with the Campana brothers in 2009

22
Lacoste: affordable Polo as a key revenue generator.
Typical entry point to mid-‐‑range
luxury, at around $100, Polos are
Lacoste’s key products with 55 % of
brand searches.

Production in Latin America
(MERCOSUR) allows for competitive
prices within the mid-‐‑range luxury
segment.
Polos
55%
Apparel
12%
Shoes
28%
Handbags
4%
Sunglasses
1%
BREAKDOWN OF LACOSTE SEARCHES BY PRODUCT

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High-end Luxury brands are preferred for handbags.
TOP 5 MOST SEARCHED FOR BRANDS FOR HANDBAGS
Discover DLG’s exclusive analysis of
120+ handbag brands in Brazil in the
WorldHandbagReport™
# 1
# 2
# 3
# 4
# 5
!

Armani
Prada
Gucci
Christian Dior
Chanel
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Sunglasses are an entry point to luxury.
Sunglasses rank particularly high: they represent over 5% of
fashion-‐‑related searches in Brazil.
MOST SEARCHED FOR SUNGLASSES BRANDS
Contact us for more information about the
luxury eyewear market in Brazil

brazil@digital-‐‑luxury.com
!

25
Brazil shows a strong interest for Luxury cars.
“Brazil is a market with
tremendous potential for the
future.”
Ian Robertson, BMW sales chief
Photo Source: BMW website

26
Top 10 Most searched for Automobile brands.
(¹) Fenabrave, Abeiva, Jato Dynamics
# 1
# 2
# 3
# 4
# 5
# 6
# 7
# 8
# 9
# 10
35,400 cars from these World Luxury Index™ Brazil Top 10 brands were
sold¹ in 2012.

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Passion for SUV and sport cars.
Out of the top 50 most-‐‑searched car models, 18 are sports
cars and 17 are SUVs.
BREAKDOWN OF MOST SEARCHED FOR CAR TYPES
1
Audi
A3
2
Range Rover
Evoque
3
Mercedes Benz
C Class
4
BugaYi
Veyron
5
Audi
A4
6
Audi
R8
7
BMW
1 Series
8
Porsche
Cayenne
9
Lamborghini
Aventador
10
Volvo
XC60
TOP 10 MOST SEARCHED FOR CAR MODELS
SUV
24.7%
Super car
16.8%
Sports car
12.1%
Hatchback
20.2%
Sedan
26.2%
luxury car market in Brazil
!

28
Evoque champions armored cars sales.
Range Rover Evoque is a surprise as the 2nd most searched
for car model. It was the most armored car in ﬁrst half of
2012 in Brazil.
(¹) Abrablin
A 3,343% increase in
number of searches for
Range Rover in Brazil in
2012.

A n a ve r a g e o f 5 0 0
Evoque sold¹ every
month in 2012.

Evoque represents 10% of
the 4,275 cars armored¹ in
Brazil in ﬁrst half of 2012.

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What are the most searched for
luxury watches in Brazil?
Photo Source: carrera.calibre11.com

1
TAG Heuer
Carrera
2
Rolex
Daytona
3
Omega
Seamaster
4
TAG Heuer
Monaco
5
Rolex
Submariner
6
TAG Heuer
Grand Carrera
7
TAG Heuer
Formula 1
8
IWC
Portuguese
9
Rolex
Oyster Perpetual
10
Hublot
Ayrton Senna
30
Sports rule Watch preferences.
Most searched for luxury watch collections reveal Brazilians
preferences for Men’s, Sports and Chronograph timepieces, a
segment dominated by TAG Heuer, Rolex and Omega.
TOP 10 MOST SEARCHED WATCH MODELS IN BRAZIL
Discover DLG’s exclusive analysis of 60+
luxury watch brands in Brazil in the
WorldWatchReport™
!

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About TAG Heuer in Brazil.
“Formula 1 actually owns a very important place in the Brazilian
culture, something that cannot be found in other markets. In 1988,
Ayrton Senna actually became a TAG McLaren Mercedes driver and
TAG HEUER ambassador. This historical relationship definitely
explains a large part of great interest Brazilian clients have for the
brand and its models.”
Richard Courbrant, Chief Editor TWG, WorldWatchReport™ Contributor

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Purchases abroad are Brazil’s fiercest competitor.
“The “Brazil cost” is a combination of logistic
costs, distribution costs, people costs, that are
all heavily impacted by domestic taxes – as well
as importation taxes.
In average, an imported product will be 2.5 more
expensive in Brazil than in the US or in France
Chloé Renard, Brand Manager, Benefit Cosmetics, Brazil

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Import taxes in Brazil are among the highest.
A Porsche Carrera Convertible worth USD $96,200 in the US
will be sold USD $355,000 in Brazil.
USD 96,200 USD 355,000

34
Where do Brazilians spend their money?
America is the top destination for Brazilian travelers (71% of travel
location searches). They rank ﬁrst¹ in per capita spending amongst the
top 10 groups of foreign visitors to the US.

Paris, Lisbon and London are the most searched for European
destinations.

(¹) Euromonitor, March 2012

TOP 5 AMERICAS DESTINATIONS
Miami
NYC
Cancun
Buenos Aires
Orlando
TOP 5 EUROPEAN DESTINATIONS
Paris
Lisbon
London
Milan
Madrid
# 1
# 2
# 3
# 4
# 5
# 1
# 2
# 3
# 4
# 5

Most searched Hotel Brands by Location.
NYC
Miami Cancun Paris Lisbon London
#1
#2
#3
35
Americas
Europe
luxury hospitality market in Brazil
!

36
Brazilians love malls.
“Brazil is an
indoor commerce country.”
Carlos Ferreirinha, President, MCF Consultoria
Village Mall, in Rio de Janeiro

37
High-end Luxury malls are a success.
Two high-‐‑end luxury malls were successfully launched in
2012: JK Iguatemi in São Paulo and Village Mall in Rio de
Janeiro. Nearly half a million searches for those malls were
recorded over the year.

0
10000
20000
30000
40000
50000
60000
70000
Shopping JK Iguatemi
Shopping Village Mall
SEARCH TREND OF LUXURY MALLS OPENINGS IN BRAZIL

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Malls are an entry point to the Brazilian market.
High end luxury malls have been the privileged locations
for brands to open their very ﬁrst own stores in Brazil.

Some of the brands that opened their ﬁrst Brazilian stores in
malls in 2012:


Interested in More Information?
Digital Luxury Group oﬀers the opportunity to subscribe to a
business intelligence service, which monitors the changing
consumer interest of luxury prospective clientele.

Through unique benchmarking metrics, luxury brands receive
timely updates on the consumer demand for brands, competitors,
product categories as well as various insights on key marketing
drivers capturing the aYention of luxury consumers worldwide.

For more information, contact us:

The World Luxury Index™ is an international ranking and analysis of the most searched-‐‑for
brands and services within the luxury industry. Covering over 400 companies
within six key segments (fashion, beauty, jewelry, cars, watches, and hospitality) in
ten key luxury markets, the World Luxury Index™ provides insights on the unbiased search
inputs coming from global luxury consumers in the world’s top search engines
(Google, Bing, Baidu, Yandex). The result is a one-‐‑of-‐‑a-‐‑kind benchmark of the
luxury brands capturing the aYention of luxury-‐‑minded consumers around the
world.

Digital Luxury Group has a history in luxury industry market intelligence. Since
2004, the WorldWatchReport™ has provided the luxury watch industry with unmatched
insights and garnered aYention from the world’s leading publications, such as:
40
ABOUT.

41
ABOUT.
www.digital-luxury.com
www.luxurysociety.com
With offices in New York, Geneva, Shanghai, and Dubai,
Digital Luxury Group (DLG) is the first international
company to provide luxury industry market intelligence
and use this strategic viewpoint to create and implement
digital marketing and communication strategies for
luxury brands.
Luxury Society is the world'ʹs most influential online
community of top luxury executives. Based in Paris, with
members in more than 150 countries, Luxury Society
informs and connects CEOs, managers, journalists,
consultants, designers and analysts from across the
luxury industry.

World Luxury Index Brazil :Top 50 Most Searched For Luxury Brands In Brazil

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