Breaking News

News from Latin America

January 10, 2012

Unilever Makes Big Bet on Brazil

With the goal of gaining more customers in all classes in the hair market in Brazil, Unilever made its biggest hair care move ever when it announced that it will spend $500 million to launch 80 products through December 2012.

 


Givaudan created the juice for Natura’s Sr. N Cedro, which was named the best men’s scent in Latin America by consumers.

The half-billion dollar investment includes advertising, R&D, innovation, marketing, logistics and human resources to inaugurate “salonization,” a new retail segment. At the same time, Unilever will roll out two international brands, TreSemmé and Keratinology by Seda, and expects to add 5% to 8% market share in two years.


With sales of $3.7 billion, Brazil is the third largest hair care market in the world. According to Unilever research, 30% of Brazilians go to the salon at least once a week.


“It’s a worldwide trend, since women are increasingly transforming their hair and seek products that deliver the benefits of the salons,” said Andrea Salgueiro Cruz Lima, vice president, personal care, Unilever.


According to data from Kantar Worldpanel, middle and lower class households spend about $86 a year on hair care. In other news, Unilever relaunched the Clear line as well as Smooth and Curls variants within the Seda brand and introduced Dove Post Progressive.


“We will use all the expertise we have as a pioneer and market leader in several categories, to continue to meet the needs of our customers and expand our leadership,” explained Salgueiro.









Sueli Ortega

Correspondent

Sueli Ortega has written forIsto É and O Estado de São Paulo. Since 1987, she has served as a correspondent for Cosmetics International. In addition, she created the beauty channel for El Sitio, an Argentinean website and the Women Channel.

She has her own website, CosmeticosBR.com and can be reached at sortega@cosmeticosbr.com.br

 

  • Fit for Fitness

    Fit for Fitness

    Christine Esposito, Associate Editor||February 21, 2017
    Kinx Active is a new brand targeting women who want beauty products that can stand up to their fitness routines.

  • Cargo Says Aloha To Spring/Summer

    Cargo Says Aloha To Spring/Summer

    Christine Esposito, Associate Editor||February 13, 2017
    Cargo Cosmetics has rolled out its new Spring/Summer collection with Hawiianan singer Anuhea.

  • Cashing In on Coconuts

    Cashing In on Coconuts

    Melissa Meisel, Associate Editor||February 6, 2017
    Organic to Green is making waves for its new oils and eco-friendly packaging.

  • Trade Association Directory 2017

    February 2, 2017
    Contact details of trade associations that serve various segments of our industry and are mentioned frequently in Happi.

  • What the Halal  Is Going On?

    What the Halal Is Going On?

    Imogen Matthews , In-Cosmetics||February 2, 2017
    Demand for these beauty products is surging thanks to a fastgrowing Muslim population.

  • Relief for Sensitive Scalps

    Relief for Sensitive Scalps

    Guadalupe Pellon and Annette Mehling , BASF||February 2, 2017
    BASF researchers detail the attributes of the company’s highly effective hair care system focusing on scalp sensitivity.