• Login
    • Join
  • Subscribe Free
    • Magazine
    • eNewsletter
    Checkout
    • Magazine
    • News
    • Formulary
    • Exclusives
    • Top Companies
    • Raw Materials
    • End-User
    • Packaging
    • Directories
    • Events
    • Jobs
    • More
  • Magazine
  • News
  • Formulary
  • Exclusives
  • Top Companies
  • Raw Materials
  • End-User
  • Packaging
  • Directories
  • Events
  • Jobs
  • Current / Back Issues
    Features
    Columns
    Editorial
    Digital Edition
    eNewsletter Archive
    Our Team
    Editorial Guidelines
    Subscribe Now
    Advertise Now
    Top Features
    HCPA Builds Key Alliances In & Out of Washington

    NYSCC Suppliers’ Day Is Back on Schedule

    Salon Consumers Seek Wellness, Skincare Benefits in Professional Haircare

    Sustainability Continues To Shape Beauty, Home & Personal Care Packaging

    The Power of Neem in Personal Care Formulas
    Online Exclusives
    Association News
    Breaking News
    Financial News
    Industry News
    International
    Marketing News
    New Products
    News Front
    Packaging News
    Patents
    Personnel
    Regulations
    Snapshots
    Top News
    Live From Shows
    Top News
    Two-Part Skincare Product Patented by Estée Lauder Companies

    American Cleaning Institute Pens Letter to Congress Encouraging Examination of Recyclability Improvements

    The Expert Panel for Fragrance Safety Celebrates 55 Years

    YouTube Star Like Nastya Creates First Bath and Body Collection with Nectar Bath Treats

    Meiyume Debuts Kriva CBD Personal Care with NeXtraction
    Blog
    Online Exclusives
    Glossary
    Infographics
    Podcasts
    Whitepapers
    Videos
    Expert's Opinion
    HappiTV
    eBook
    Surveys
    International Top 30 Report
    Top 50 Report
    Top Companies
    6. Johnson & Johnson

    23. Senegence International

    27. Bolton

    27. Fancl

    38. Prestige Brands
    Actives
    Functional Ingredients
    Pigments
    Polymers
    Preservatives
    Surfactants

    Two-Part Skincare Product Patented by Estée Lauder Companies

    La Roche-Posay Takes Oily Skin To The Matte with Latest Double Repair Moisturizer

    Global Cosmetic Ingredients Market Forecast

    A Suitor Emerges for Revlon, SK Capital’s New Dealmaker & P&G’s Indoor Air Quality Efforts

    Wonder Curl Wins GlossWire's GlossPitch Competition
    Air Care/Environmental Fragrance
    AP/Deo
    Color Cosmetics
    Disinfectants
    Fine Fragrance
    Hair Care
    Household Cleaning
    I&I Marketplace
    Laundry Care
    Oral Care
    OTC/Medicated
    Packaging
    Personal Cleansers
    Skin Care
    Sun Care
    Testing

    Two-Part Skincare Product Patented by Estée Lauder Companies

    American Cleaning Institute Pens Letter to Congress Encouraging Examination of Recyclability Improvements

    The Expert Panel for Fragrance Safety Celebrates 55 Years

    YouTube Star Like Nastya Creates First Bath and Body Collection with Nectar Bath Treats

    BASF Launches Verdessence RiceTouch
    Lab Equipment
    Mixing
    Packaging
    Testing

    L’Oréal Paris Has a New Answer For Men with Gray Hair

    Labskin's Microbiome-Friendly+ Seal of Approval Available in the US

    Sustainability Continues To Shape Beauty, Home & Personal Care Packaging

    Technology Cuts Plastic Decomposition from 500 Years to Three Months

    Aerosol Recycling Initiative Launched by HCPA
    Contract Manufacturing / Private Label Directory
    Buyer's Guide
    Add New Company
    Corporate Profiles
    International Buyers Guide Companies
    Acme-Hardesty

    Jeen International

    Centerchem LLC

    Vantage Personal Care™

    LipoTrue Inc.
    Live From Shows
    Meetings
    Webinars
    Snapshots
    • Magazine
      • Current / Back Issues
      • Features
      • Editorial
      • Columns
      • Digital Edition
      • eNewsletter Archive
      • Subscribe Now
      • Advertise Now
    • Breaking News
    • Formulary
    • Directories
      • Buyer's Guide
      • Contract Manufacturing / Private Label Directory
      • Corporate Profiles
      • Add Your Company
    • Raw Materials
      • Actives
      • Functional Ingredients
      • Pigments
      • Polymers
      • Preservatives
      • Surfactants
    • End-User
      • Air Care/Environmental Fragrance
      • AP/Deo
      • Color Cosmetics
      • Disinfectants
      • Fine Fragrance
      • Hair Care
      • Household Cleaning
      • I&I Marketplace
      • Laundry Care
      • Oral Care
      • OTC/Medicated
      • Packaging
      • Personal Cleansers
      • Skin Care
      • Sun Care
      • Testing
    • Packaging
      • Lab Equipment
      • Mixing
      • Packaging
      • Testing
    • Top Companies
      • International Top 30 Report
      • Top 50 Report
    • Online Exclusives
    • Glossary
    • Experts Opinion
    • Slideshows
    • HappiTV
    • Podcasts
    • Videos
    • Infographics
    • eBook
    • Blog
    • Whitepapers
    • Surveys
      • R & D Salary Survey
      • Sales & Marketing Salary Survey
    • Job Banks
    • Events
      • Industry Events
      • Live from show Events
      • Webinars
    • About Us
      • About Us
      • Contact Us
      • Advertise With Us
      • Privacy Policy
      • Terms of Use
    News From Latin America

    What´s Happening in The Hair Care Market in Brazil?

    ...

    Related CONTENT
    • Silmer Sustain-H from Siltech
    • Neora Celebrates a Decade of Growth In Anti-Aging Skin Care, Hair Care & Wellness
    • Kline: Glow Recipe, Prose and Ilia Beauty Are Primed to Be Billion-Dollar Buyouts
    • Indie Brand Seen Hair Care Arrives at Ulta Beauty in Sparked Program
    • TBC Beauty by the Numbers Infographic Series: The Allure of Ulta Beauty
    Daniela Ferreira, Correspondent04.02.18
    Caring for hair is a well established pastime in Latin America and is often one of the last steps in the grooming routine to be cut when consumers reassess their priorities, according to Hannah Symons, Euromonitor´s  analyst for beauty and personal care industry. In fact, considering the latest data released by Euromonitor, the global hair care category grew 21.5% from 2011 to 2016 in value share, while Latin America grew 42% and Brazil 34.8% in the same period. On the world stage, Brazil is the No. 4 market —trailing the US, China and Japan—and is the largest market for hair care in Latin America by a wide margin, ahead from Mexico and Argentina.


    The hair care environment of Latin America largely reflects events in Brazil, thanks to its size. In 2016, this meant that the Brazil-reliant hair care market in Latin America remained deep in negative territory for a second year running amid extreme macro environment. However,  it appears the market may bounce back. Through 2021, the forecast is to reach 16.5% retail value terms growth in Brazil, 14.2% in Latin America and 7.9% in the world.


    Opportunities in the Region


    The competitive landscape in Latin America is led by international companies, namely, Unilever, L’Oréal and P&G. Indeed, a recent “Made in” survey conducted by Nielsen to assess the influence of product’s birthplace in purchase decisions revealed that hygiene and beauty global brands are preferred all over the world—and Latin America is no exception. Regarding on hair care items, only 13% of Brazilians interviewed choose local brands. This is explicable, since global brands have advantages for its greater experience in research and development, resulting in high quality products. These companies are also very astute in their ability to adapt products to suit the best interests of this ethnically-diverse population. On the other hand, domestic companies also maintain relevance through their ability to offer products that are also specifically designed to local demographics.


    A study conducted by Nielsen last year pointed out that natural hair is considered ideal for 38% of Brazilian women. The study also showed that 54% are satisfied with the current hair—the concentration being the straight and curly type—which is the trend. The desire to have curls increases, since 17% of women consider curly hair as ideal, even if only 13% of them use it that way. This reality is present at the point of sale, where the presence of products for natural and curly hair has grown more and more.


    Pantene, one of the leader brands in the sector, conducted a large survey with curly hair consumers in Brazil to hear more about the needs for curly, wavy and frizzy hair. The results gave rise to the Pantene’s Cachos Hydra-Vitaminados collection, which was developed for Brazilian women. The formula is enriched with pro-vitamins and more conditioning ingredients that promise to keep strong curls and no frizz until the end of the day.


    Caring for Curls


    According to another leading brand, L’Oréal Paris, 45% of Brazilian women have curly hair. The task of properly caring for these strands is continuous since the routine steps are long and complex; on average there are seven steps, ranging from wetting to finishing, through cleaning, hydration and reconstruction, among others.


    In order to facilitate the routine of  women with curly hair, the brand launched Elseve Óleo Extraordinário Cachos in Brazil. Developed specifically for curly to frizzy hair, the formula is enriched with coconut oil, a powerful ingredient rich in lauric acid, a linear lipid that deeply penetrates into the hair fiber, protecting, moisturizing, nourishing and strengthening each strand, without feeling heavy. The line includes shampoo, conditioner, treatment cream and combing cream.


    Niely, which is among the biggest Brazilian cosmetic companies and was acquired by L’Oréal Groupe in 2014, recently launched two lines for curly and frizzy hair.  Diva de Cachos and Diva de Crespo were developed through co-creation partnership with the expertise of 12 curly-haired influencers who became brand ambassadors.


    Market Movements


    According to Isabella Zakzuk, marketing director of P&G`s hair care brands, in such competitive scenario, the brand has sought to understand the consumers´ desires and translate all these needs into launches to bring even more beauty, health and brightness to the most different types of hair. In the last few semesters, they noticed a growth in demand for treatment products for use outside the salon— a constantly growing factor in the country.


    According to Zakzuk, 3 Minutes Miracle Super Conditioner is the brand´s best-selling product.


    “When we created the super conditioner, we innovated once again by launching this new category of hair products in Brazil,” said the executive.


    The Pro-Vitamins formula has been constantly improved by brand´s hair specialists. This intelligent technology promises a better conditioning and repairing, as it quickly releases micro-directed actives that identify the areas in need of repair and, with the rinse, easily leave the areas with excess, said the company.


    In addition, the brand relies on the endorsement of digital influencers in its communication strategies. The reality show “Pantene Hair” is a prime example. After the success of the first season, the program is now entering a second season.


    According to Nielsen, local players must innovate in areas of unmet needs, increase their efforts in manufacturing, distribution and promotion, and work on communication, personalization and positioning their products according to local preferences and culture in order to connect with the region’s consumers.


    Latin America has long had an affinity for the natural space with companies such as Natura cementing ethical practices in the minds of beauty consumers since the 1980s. This trend opens up opportunities to entice this mass-centric market to trade-up in the interest of their health, especially now that hair health is being taken as seriously as skin health, according to Symons.


    One Natura standout is Ekos Patauá, part of the Natura Ekos brand. It has patauá, a bioactive that has been used for many generations for women’s hair care.   Patauá is the fruit of Patauazeiro, one of the largest palm trees in the Amazon, which can reach up to 25 meters tall. The high quality oil extracted from patauá is used as a seasoning (the “Amazonian olive oil”), for medicinal purposes, and as a cosmetic to make hair more beautiful and healthy.


    Another company to watch is Brazilian firm Inoar Cosméticos, which has experienced considerable growth. Prepared to grow 40% in 2018, the company has invested in pharma and supermarkets channels as well as in new products. Currently, Inoar exports to more than 40 countries and has garnered awards in the US.


    A View To The Future


    Research conducted by Mintel suggests the global concern about the effects of pollution on health offers several opportunities to the beauty industry, even in hair care. It revealed that 21% of internet users are interested in using anti-pollution shampoos. Women represented 25% of those surveyed, compared to 17% of men.


    Another trend to be leveraged in the beauty market pointed out by Mintel was “alimetics.” Beyond the benefits they provide, cosmetics with ingredients from the food and beverage categories have the chance to provide consumers with greater clarity since they are generally ingredients known to the general public.


    According to Symons, premium will grow ahead of mass, but still will only contribute to a meager 4% of value gains through to 2020.



    Daniela Ferreira
    Correspondent
    Email: daniester@circulodabeleza.com.br
    Mobile: 55-11-993880867

    Daniela Ferreira is a marketing and communication professional in both consumer and B2B cosmetic markets. At present she is master´s degree student in fashion program at São Paulo University (USP) with research project about fashion and fragrance and also including works presented at conferences. Her expertise comprises managing and launching products, communication planning and market studies for identifying new business opportunities. She also has a blog about perfume, its interactions and insights for the market (https://olfativo360.com.br/)
    Related Searches
    • growth
    • skin
    • food
    • care
    Related Knowledge Center
    • Functional Ingredients
    • Polymers
    • Surfactants
    Suggested For You
    Silmer Sustain-H from Siltech Silmer Sustain-H from Siltech
    Neora Celebrates a Decade of Growth In Anti-Aging Skin Care, Hair Care & Wellness Neora Celebrates a Decade of Growth In Anti-Aging Skin Care, Hair Care & Wellness
    Kline: Glow Recipe, Prose and Ilia Beauty Are Primed to Be Billion-Dollar Buyouts Kline: Glow Recipe, Prose and Ilia Beauty Are Primed to Be Billion-Dollar Buyouts
    Indie Brand Seen Hair Care Arrives at Ulta Beauty in Sparked Program Indie Brand Seen Hair Care Arrives at Ulta Beauty in Sparked Program
    TBC Beauty by the Numbers Infographic Series: The Allure of Ulta Beauty TBC Beauty by the Numbers Infographic Series: The Allure of Ulta Beauty
    WGSN Predicts Clean Hair Dyes, Novel Dry Shampoos To Lead Hair Care & Beauty Trends Into 2024 WGSN Predicts Clean Hair Dyes, Novel Dry Shampoos To Lead Hair Care & Beauty Trends Into 2024
    See Who Made The List for 2021 See Who Made The List for 2021's Most Newsworthy Celebrity Beauty Icons Online
    Indie Clean Beauty Brand No Fade Fresh Expands Line of Vegan Color-Depositing Shampoos, Conditioners Indie Clean Beauty Brand No Fade Fresh Expands Line of Vegan Color-Depositing Shampoos, Conditioners
    Consumer Demand for Perfume Soars Consumer Demand for Perfume Soars
    What You What You're Reading on Happi.com
    Delta Variant Won Delta Variant Won't Slow Beauty's Gains
    Amyris And Jonathan Van Ness Launch Clean Hair Products Brand JVN Amyris And Jonathan Van Ness Launch Clean Hair Products Brand JVN
    Indie Beauty Brand Briogeo Adds New Technology in Hair Care Campaign Indie Beauty Brand Briogeo Adds New Technology in Hair Care Campaign
    Crème of Nature Names Celebrity Hairstylist Kellon Deryck New Brand Ambassador Crème of Nature Names Celebrity Hairstylist Kellon Deryck New Brand Ambassador
    How Salons Survived the Pandemic How Salons Survived the Pandemic

    Related Content

    • Functional Ingredients | Skin Care | Sun Care

      Silmer Sustain-H from Siltech

      A 90% biobased carbon content elastomer gel.
      09.22.21

    • Neora Celebrates a Decade of Growth In Anti-Aging Skin Care, Hair Care & Wellness

      Neora Celebrates a Decade of Growth In Anti-Aging Skin Care, Hair Care & Wellness

      The direct sales company, formerly Nerium, marks 10 years of making people better.
      Lianna Albrizio, Assistant Editor 09.20.21

    • Kline: Glow Recipe, Prose and Ilia Beauty Are Primed to Be Billion-Dollar Buyouts

      Kline: Glow Recipe, Prose and Ilia Beauty Are Primed to Be Billion-Dollar Buyouts

      The market research firm says these indie beauty brands’ compelling ingredient stories and digital marketing tactics make them frontrunners in the industry.
      09.17.21


    • Indie Brand Seen Hair Care Arrives at Ulta Beauty in Sparked Program

      Indie Brand Seen Hair Care Arrives at Ulta Beauty in Sparked Program

      Dermatologist-designed, non-comedogenic shampoos and conditioners offers skin care benefits for the scalp.
      09.17.21

    • TBC Beauty by the Numbers Infographic Series: The Allure of Ulta Beauty

      TBC Beauty by the Numbers Infographic Series: The Allure of Ulta Beauty

      See why consumers love this retail spot for everything skin care, hair care, body care, makeup, fragrance and more.

      Loading, Please Wait..
      Trending
      • Succeeding In Skin Care
      • L’Oréal's New UVMune 400 Sun Filtering Technology Protects Skin From Ultra-Long UVA Rays
      • Boots, No7 Beauty Brand Are No Longer For Sale
      • Old Spice X Arby's Collab Conquers The Meat Sweats
      • Julee Wilson Named Executive Director Of BeautyUnited
      Breaking News
      • Two-Part Skincare Product Patented by Estée Lauder Companies
      • American Cleaning Institute Pens Letter to Congress Encouraging Examination of Recyclability Improvements
      • The Expert Panel for Fragrance Safety Celebrates 55 Years
      • YouTube Star Like Nastya Creates First Bath and Body Collection with Nectar Bath Treats
      • Meiyume Debuts Kriva CBD Personal Care with NeXtraction
      View Breaking News >
      CURRENT ISSUE

      July 2022

      Cookies help us to provide you with an excellent service. By using our website, you declare yourself in agreement with our use of cookies.
      You can obtain detailed information about the use of cookies on our website by clicking on "More information”.

      • About Us
      • Privacy Policy
      • Terms And Conditions
      • Contact Us

      follow us

      Subscribe
      Nutraceuticals World

      Latest Breaking News From Nutraceuticals World

      Pharmavite Expands in Ohio with $200 Million Investment
      Nestlé Health Science Expands in New Zealand with Deal to Buy The Better Health Company
      Younger Consumers Drive Growing Demand for Ingestible Beauty and Skin Care Products
      Coatings World

      Latest Breaking News From Coatings World

      Clariant’s Launches Dispersogen Flex 100
      Lincoln Tech Enters Partnership with AkzoNobel
      AkzoNobel Launches International Interzone 945GF
      Medical Product Outsourcing

      Latest Breaking News From Medical Product Outsourcing

      ENDRA Life Sciences Issued 27th Patent
      AI-Enabled SKOUT Device Improves Colorectal Cancer Screening
      Simon Johnson Appointed as Senior Business Development VP at MedAcuity
      Contract Pharma

      Latest Breaking News From Contract Pharma

      Takeda to Expand U.S. Footprint
      Croda Pharma's Lipid Systems Capability to Support mRNA Vaccines
      WuXi STA Opens High-Potency API Plant
      Beauty Packaging

      Latest Breaking News From Beauty Packaging

      Latest Updates About Cosmoprof North America
      Meet the Clean Beauty Brand for Dogs
      Paco Rabanne Introduces Elle Fanning as Ambassador for New ‘Fame’ Fragrance
      Happi

      Latest Breaking News From Happi

      Two-Part Skincare Product Patented by Estée Lauder Companies
      American Cleaning Institute Pens Letter to Congress Encouraging Examination of Recyclability Improvements
      The Expert Panel for Fragrance Safety Celebrates 55 Years
      Ink World

      Latest Breaking News From Ink World

      INX Launches INXFlex Contour for Shrink Sleeve Market
      Xerox Announces Unexpected Passing of Vice Chairman and CEO John Visentin
      MNYPIA Golf Outing Set to Tee Off on Aug. 17
      Label & Narrow Web

      Latest Breaking News From Label & Narrow Web

      Meyers purchased by third generation of Dillon family
      Epson now shipping ColorWorks C4000 inkjet label printer
      Nobelus launches new films for prime labels
      Nonwovens Industry

      Latest Breaking News From Nonwovens Industry

      What You’re Reading on Nonwovens-Industry.com
      Daio, Livedo Partner to Recycle Diapers
      Suominen Launches Hydraspun Reserve
      Orthopedic Design & Technology

      Latest Breaking News From Orthopedic Design & Technology

      3D Systems and EMS-GRILTECH Enter Strategic Partnership
      AIP Researchers Develop Microfluidic-Based Soft Robotic Prosthetic
      David Sharp Named Global Marketing VP at Catalyst OrthoScience
      Printed Electronics Now

      Latest Breaking News From Printed Electronics Now

      Impinj Launches E910 RFID Reader Chip for Next Generation Enterprise IoT
      onsemi Receives Recognition for Sustainability for Third Straight Year
      Xerox Announces the Unexpected Passing of Vice Chairman and CEO John Visentin

      Copyright © 2022 Rodman Media. All rights reserved. Use of this constitutes acceptance of our privacy policy The material on this site may not be reproduced, distributed, transmitted, or otherwise used, except with the prior written permission of Rodman Media.

      AD BLOCKER DETECTED

      Our website is made possible by displaying online advertisements to our visitors.
      Please consider supporting us by disabling your ad blocker.


      FREE SUBSCRIPTION Already a subscriber? Login