Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- Challenges
- There is a lack of products for the elderly
- Consumption of dry haircare products is still low
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- Figure 1: Launches of dry shampoos, by format/texture, January 2016-February 2018
- Women with wavy hair also need incentive to adopt natural style
- Opportunities
- Mix of products can help boost sales of shampoos and conditioners
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- Figure 2: Retail sales of shampoos and conditioners, by value, Brazil, 2012-22
- Temporary hair color products can appeal to young people
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- Figure 3: Usage of hair colorants, "No, but I have colored my hair in the past," by age, February 2018
- Products designed to be used during sleep can have many claims
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- Figure 4: Hair products interest, "Products designed to be used during sleep," February 2018
- What we think
The Market – What You Need to Know
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- Shampoos and conditioners are highly consumed
- Hair colorants may have benefited from the economic recession
- Number of new beauty salons and barber shops increases
- Market can explore some niches to stimulate sales in volume
Market Size and Forecast
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- Mix of products can boost sales of shampoos and conditioners
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- Figure 5: Retail sales of shampoos and conditioners, by value, Brazil, 2012-22
- Figure 6: Forecast of retail sales of shampoos and conditioners, by value, Brazil, 2012-22
- Economic recession can help retail sales of hair colorants
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- Figure 7: Retail sales of hair colorants, by value, Brazil, 2012-22
- Figure 8: Forecast of retail sales of hair colorants, by value, Brazil, 2012-22
Market Drivers
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- Economic recession hasn’t stopped opening of beauty salons
- Barber shops become important sales channel
- There is a lack of products for the elderly
- Technologies present in formulations help ensure hair health
Key Players – What You Need to Know
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- Unilever leads sales of shampoos and conditioners
- L’Oréal and Coty account for more than half of hair colorant sales
- Several campaigns are carried out to publicize haircare products
- Brands can invest in products with natural ingredients and dry usage
Market Share
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- Two companies account for more than half of Brazil’s retail sales of shampoos and conditioners
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- Figure 9: Leading companies’ retail sales share of shampoos and conditioners, by value, Brazil, 2016-17
- Innovation and color diversity ensure L’Oréal leadership
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- Figure 10: Leading companies’ retail sales share of hair colorants, by value, Brazil, 2016-17
Marketing Campaigns and Actions
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- Actress Isis Valverde is the face of O Boticário new haircare line
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- Figure 11: O Boticário "Patrulha do Frizz" campaign, August 2017
- Singer Ludmilla does hair transition with Salon Line products
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- Figure 12: Salon Line "#todecacho" campaign, December 2017
- Seda reveals its new style of communication
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- Figure 13: Seda "#JuntasArrasamos" campaign, July 2017
- Elsève features actress Grazi Massafera as spokeswoman
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- Figure 14: Elsève Cicatri Renov campaign, August 2017
- TRESemmé Solar Repair had online and offline campaigns
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- Figure 15: TRESemmé Solar Repair campaign, February 2018
- Niely launches ‘Diva de Cachos’ line with influencers’ co-creation
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- Figure 16: Niely "Diva de Cachos" campaign, September 2017
- Siàge campaign with several women shows products for curly hair
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- Figure 17: Eudora "Siàge Revela os Cachos" campaign, October 2017
- Pantene launches second edition of its reality show
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- Figure 18: "Cabelo Pantene" campaign, January 2018
- L’Oréal Paris launches first makeup to cover gray hair
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- Figure 19: L'Oréal Magic Retouch campaign, November 2017
- Garnier Nutrisse launches first colorant for curly hair
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- Figure 20: Nutrisse "Cachos Poderosos" campaign, November 2016
- Niely Color&Ton launches campaign to show its new packages
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- Figure 21: Niely Color&Ton campaign, February 2018
Who’s Innovating?
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- Hair colorants with natural ingredients can use “repair damage” claim
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- Figure 22: Launches of hair colorants positioned as "100% natural" and "organic," top 5 countries, January 2015-February 2018
- Despite low consumption, dry products attract consumers
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- Figure 23: Launches of dry shampoos, by format/texture, January 2016-February 2018
- Consumers are increasingly looking for customized products
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- Figure 24: Schwarzkopf Professional SalonLab
The Consumer – What You Need to Know
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- There is space for wavy and straight hair products
- Hair colorants can invest in products aimed at some niches
- Hair growth and volumizing are some benefits sought by consumers
- Hair colorants can play with their products on social media
- Products designed to be used during sleep and with UV protection have space in the market, as well as hair mask developed for men
- More than half of Brazilians is concerned with the health of their scalp
Hair Types
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- Women with wavy hair also need incentive to adopt natural style
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- Figure 25: Hair types, among women, February 2018
- Hair colorants with long-lasting color can attract those with straight hair
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- Figure 26: Hair types, "No, I have never colored my hair," February 2018
- Brands can invest in apps focused on Afro-textured hair
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- Figure 27: Hair types, "I am interested in apps that can send advice for my hair type," February 2018
Usage of Hair Colorants
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- Brands well-known by men could invest in hair colorants
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- Figure 28: Usage of hair colorants, "No, I have never colored my hair," by gender, February 2018
- Mature women should be encouraged to use repairing products
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- Figure 29: Usage of hair colorants, "Yes, at home by myself," among women, February 2018
- Temporary hair color products can appeal to young people
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- Figure 30: Usage of hair colorants, "No, but I have colored my hair in the past," by age, February 2018
Haircare Benefits
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- Brands can help consumers to monitor hair growth
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- Figure 31: Haircare benefits, February 2018
- Partnerships or tie-in sales can attract those who use dryer or flat iron
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- Figure 32: Haircare benefits, by online activity, February 2018
- Micellar water can be used to communicate different benefits
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- Figure 33: Haircare benefits, by consumer behavior, February 2018
Hair Color Purchase Influencers
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- Hair colorants can play in social media campaigns
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- Figure 34: Hair color purchase influencers, February 2018
- Many Brazilians want hair colorants with moisturizing benefit
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- Figure 35: Hair color purchase influencers, "longevity of color" and benefits, February 2018
Hair Products Interest
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- Products designed to be used during sleep can have many claims
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- Figure 36: Hair products interest, "Products designed to be used during sleep," February 2018
- There is space for products with sun protection for older people
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- Figure 37: Hair products interest, "Hair products with UV protection (Have used and interested in using again)," by generation, February 2018
- Hair masks that take care of the scalp may appeal to men
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- Figure 38: Hair products interest, "Hair mask (Have never used but interested in trying)," by gender, February 2018
Consumer Behavior
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- Products for the scalp can provide many benefits
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- Figure 39: Consumer behavior, February 2018
- Brands can explore premium products that help conserve water
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- Figure 40: Consumer behavior, "I would be willing to pay more for easy-rinse products that help me conserve water," by socioeconomic group, February 2018
Appendix – Abbreviations
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- Abbreviations
Appendix – Market Size and Forecast
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- Market size and forecast
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- Figure 41: Retail sales of shampoos and conditioners, by value, Brazil, 2012-22
- Figure 42: Forecast of retail sales of shampoos and conditioners, by value, Brazil, 2012-22
- Figure 43: Retail sales of hair colorants, by value, Brazil, 2012-22
- Figure 44: Forecast of retail sales of hair colorants, by value, Brazil, 2012-22
- Figure 45: Leading companies’ retail sales share of shampoos and conditioners, by value, Brazil, 2016-17
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- Figure 46: Leading companies’ retail sales share of hair colorants, by value, Brazil, 2016-17
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