Personal care Audience in Brazil
Personal care has an estimated audience of 22,442,178 people in Brazil. 70.9% are female, 29.1% are male, average age 41.8. Top regions: São Paulo, Ceará, Rio de Janeiro. Top brand affinities: O Boticário, Wholesale, Andressa Urach, Preta Gil, Sephora.
The average Personal care fan in Brazil is 41.8 years old, more female, and lives primarily in São Paulo. The audience is concentrated in São Paulo, Ceará, Rio de Janeiro. Top brand affinities include O Boticário, Wholesale, Andressa Urach, with strongest over-indexing on O Boticário (2.04× the country average). Demographically, the Personal care audience skews more female with an average age of 41.8, and over-indexes on personality traits such as Mindfulness, Creativity. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 27 regions tracked by Rascasse.
Category: Health · Type: Topic
Demographics of Personal care fans
| Metric | Value |
|---|---|
| Female | 70.9% |
| Male | 29.1% |
| Average age | 41.8 |
| Estimated audience size | 22,442,178 |
Audience persona
The typical Personal care fan in Brazil is more female, around 41.8 years old, with strong Mindfulness tendencies and a notable affinity for O Boticário.
Top regions in Brazil
| Region | Reach | Affinity |
|---|---|---|
| São Paulo | 5,071,744 | 0.87× |
| Ceará | 2,146,568 | 2.19× |
| Rio de Janeiro | 1,509,655 | 0.72× |
| Minas Gerais | 1,496,628 | 0.64× |
| Paraná | 814,755 | 0.59× |
| Santa Catarina | 733,230 | 0.71× |
| Bahia | 656,244 | 0.44× |
| Rio Grande do Sul | 563,593 | 0.43× |
| Pernambuco | 500,790 | 0.49× |
| Goiás | 442,627 | 0.52× |
| Mato Grosso | 441,129 | 1.05× |
| Piauí | 418,825 | 1.34× |
| Pará | 398,020 | 0.54× |
| Alagoas | 391,627 | 1.2× |
| Paraíba | 390,891 | 0.86× |
| Rio Grande do Norte | 388,009 | 1.04× |
| Maranhão | 383,332 | 0.68× |
| Amazonas | 341,121 | 0.88× |
| Sergipe | 340,407 | 1.46× |
| Mato Grosso do Sul | 313,353 | 0.96× |
| Espírito Santo | 298,855 | 0.64× |
| Rondônia | 242,048 | 1.29× |
| Tocantins | 212,520 | 1.43× |
| Federal District | 201,001 | 0.54× |
| Amapá | 157,076 | 1.97× |
| Acre | 125,922 | 1.61× |
| Roraima | 121,044 | 1.91× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| O Boticário | 2.04× | Shopping |
| Wholesale | 1.94× | Fashion & Accessoires |
| Andressa Urach | 2.18× | Fashion & Accessoires |
| Preta Gil | 1.54× | Music & Radio |
| Sephora | 2.43× | Shopping |
| Discounting | 1.82× | Shopping |
| Eyebrow | 2.25× | Beauty & Wellness |
| Shopee | 2.01× | Shopping |
| Moda Feminina | 2.1× | Fashion & Accessoires |
| Children's clothing | 2.1× | Fashion & Accessoires |
| Confectionery | 1.64× | Food & Beverages |
| Arezzo | 1.83× | Travel & Leisure |
| Manicure & Pedicure | 2.22× | Beauty & Wellness |
| Candy | 1.63× | Food & Beverages |
| Trousers | 1.73× | Fashion & Accessoires |
| Parent | 1.71× | Kids & Family |
| Hair care | 2.04× | Beauty & Wellness |
| Well-being | 1.58× | Health |
| Cake | 1.65× | Food & Beverages |
| Skin care | 2.01× | Beauty & Wellness |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Mindfulness | BALANCE | 1.93 |
| Creativity | OPEN | 1.93 |
| Price Sensitivity | PREMIUM | 1.62 |
| Family Orientation | CONSERVATISM | 1.49 |
| Design Affinity | PREMIUM | 1.44 |
| Healthy Lifestyle | BALANCE | 1.34 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 14.9% |
| Brazil | 6.8% |
| Italy | 5.5% |
See Personal care audiences in other countries
More Health audiences in Brazil
- Music (40,781,319)
- Arts and music (39,605,104)
- Food and drink (38,965,798)
- Sports (38,308,261)
- Food (37,833,570)
Frequently asked questions
How many fans does Personal care have in Brazil?
Personal care has an estimated audience of 22,442,178 people in Brazil, concentrated in São Paulo and Ceará.
What is the gender split and age of Personal care fans?
70.9% of Personal care fans are female, 29.1% are male, with an average age of 41.8 years.
Which brands do Personal care fans like most?
Personal care fans show strongest brand affinity for O Boticário (2.04×), Wholesale (1.94×), and Andressa Urach (2.18×) over the country average.
Where do Personal care fans live in Brazil?
Personal care fans in Brazil are most concentrated in São Paulo (reach 5,071,744), Ceará (reach 2,146,568), and Rio de Janeiro (reach 1,509,655). These three regions account for the largest share of the active audience.
What other brands do Personal care fans also like?
Beyond Personal care itself, the audience over-indexes on Wholesale (1.94×), Andressa Urach (2.18×), Preta Gil (1.54×), and Sephora (2.43×) compared to the Brazil average.
How to read this data
Audience size is the estimated number of people in Brazil who actively search for Personal care. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.
About this audience profile
This audience profile is generated by Rascasse from anonymized search-behavior signals across Brazil. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.