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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


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, and can be reached at


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