The challenge In Latin America, cosmetics do more than affect appearance. For women in this region, personal make-up regimens are often directly tied to their confidence, self-esteem and strength, as they reinforce their identity and ability to manage family, work and society. In Brazil for example, personal beauty competes directly with family and finance/career aspirations. In fact, research has shown that women there spend an average of 20 minutes applying make-up, and for many, it is considered therapeutic leisure time. As a result, the Latin American cosmetic industry is quite dynamic, with several established brands competing within regional markets, and new ones continually entering the fold. Within this industry is a complex categorical hierarchy, which includes master c

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