Leading Consumer Packaged Goods Brands in Brazil: Q4 2023 Insights

In the dynamic landscape of Brazil's Consumer Packaged Goods sector, several brands have distinguished themselves with impressive digital footprints. This article delves into the performance of three prominent brands—Natura Cosméticos, L'Oreal, and Oral-B—analyzing their web and app presence alongside advertising trends during Q4 2023. Sensor Tower's comprehensive data offerings, including Web Insights, App Performance Insights, and Pathmatics, provide unparalleled insights into these brands' digital strategies.

Natura Cosméticos

Natura Cosméticos, a leader in sustainable beauty products, maintains a robust digital presence with its website, natura.com.br, and the Natura app.

• Audience Trends: The website experienced a notable increase in visits, reaching over 162M by December. The monthly true audience remained consistently above 15M throughout the quarter, with web-only visitors dominating the landscape.

• App Engagement: The Natura app saw a steady rise in monthly active users, peaking at over 4.6M in November, indicating strong mobile engagement.

• Ad Spend & Channels: Facebook was the primary advertising channel, with monthly spending climbing from approximately $0.7M in October to nearly $1.5M in December, delivering significant impressions across the platform.

L'Oreal

L'Oreal, renowned for its innovation in beauty and personal care, anchors its digital strategy with its websites, loreal-paris.com.br and loreal.com, alongside the Style My Hair app.

• Audience Trends: L'Oreal's primary website saw an increase in unique visits, reaching 3.7M by December. The secondary site, loreal.com, maintained a smaller but stable monthly audience around 112K.

• App Engagement: The Style My Hair app maintained a niche presence with monthly active users slightly declining, remaining above 1K throughout the quarter.

• Ad Spend & Channels: Monthly ad spending peaked in October at over $2M, primarily via Facebook, before decreasing to about $0.9M by December.

Oral-B

Oral-B, a trusted name in dental care, anchors its digital presence with its website, oralb.com, and the Oral-B app.

• Audience Trends: The website visits peaked in November with over 296K visits, while monthly true audience figures showed a notable fluctuation, with a peak in December at about 12K.

• App Engagement: The Oral-B app maintained a small user base, with monthly active users hovering around 100 throughout the quarter.

• Ad Spend & Channels: Monthly ad spending was relatively modest, peaking at over $230K in December, with Facebook as the primary channel.

Conclusion

The digital strategies of Natura Cosméticos, L'Oreal, and Oral-B in Q4 2023 highlight diverse approaches to engaging audiences across web and mobile platforms. Sensor Tower's unique ability to cross-reference web, app, and advertising data provides critical insights into these brands' performance, showcasing the importance of integrated digital strategies in today’s market. For more detailed insights, explore Sensor Tower's offerings in Web Insights, App Performance Insights, and Pathmatics.