Table of Contents
Executive Summary
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- Challenges
- Amazon expansion changes the e-commerce sector in Brazil
- More than half of Brazilians haven’t used hair colorants in recent months
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- Figure 1: Hair color products used, January 2019
- Millennials seem to be less loyal to haircare products brands
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- Figure 2: Consumer behavior, by generation, January 2019
- Opportunities
- Food and drinks category can inspire haircare products
- Root touch-up products in brush or cushion formats bring convenience to consumers
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- Figure 3: Haircare products interest, by selected hair colorants, January 2019
- Relaxing fragrances can help young students in moments of stress
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- Figure 4: Haircare products interest, by age group, January 2019
- What we think
Market Drivers
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- Global companies begin to act in favor of the environment
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- Figure 5: Head & Shoulders’ #NoDejesRastro campaign, September 2018
- Figure 6: P&G’s “Doe Água Pura” campaign, November 2018
- Global warming can generate opportunities for innovation in the category
- Haircare vitamins and supplements can attract older consumers
- Amazon expansion changes the e-commerce sector in Brazil
- Food and drinks category can inspire haircare products
Key Players – What You Need to Know
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- Unilever and L’Oréal account for more than half of shampoos and conditioners sales
- Haircare brands invest in new formulations and advertising campaigns
- Anti-aging and antipollution claims can bring innovation
- Brands stand out with new products that can appeal to Brazilians
Market Share
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- Unilever leads the retail sales of shampoos and conditioners
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- Figure 7: Leading companies’ retail sales share of shampoos and conditioners, by value, Brazil, 2016-17
- Two companies account for more than half of hair colorants sales
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- Figure 8: Leading companies’ retail sales share of hair colorants, by value, Brazil, 2016-17
Marketing Campaigns and Actions
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- Elsève launches special oil for curly hair
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- Figure 9: Elsève’s campaign, March 2018
- Nutrisse launches campaign with new brand ambassadors
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- Figure 10: Garnier Nutrisse’s campaign, June 2018
- Pantene bet on new styling cream for curly hair
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- Figure 11: Pantene’s campaign, March 2018
- Pantene invests in line of products with micellar water
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- Figure 12: Pantene’s campaign, September 2018
- Boticário launches a reconstruction line
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- Figure 13: Boticário’s campaign, August 2018
- TRESemmé relaunches its portfolio in more sustainable packaging
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- Figure 14: TRESemmé’s #IssoMudaTudo campaign, July 2018
- TRESemmé offers a refund on the purchase of new products
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- Figure 15: TRESemmé’s “Não Custa Nada” campaign, June 2018
- TRESemmé does a live marketing campaign in São Paulo
- Seda launches a micellar line signed by a YouTuber
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- Figure 16: #SedaByNiina campaign, November 2018
- Eudora launches its first line of professional hair treatment
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- Figure 17: Eudora’s campaign, June 2018
- New Salon Line’s campaign features women with different hair types
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- Figure 18: Salon Line’s #seeuquisereuposso campaign, November 2018
- Bruna Marquezine stars new Head & Shoulders’ campaign
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- Figure 19: Head & Shoulders’ #eurespeitominharaiz campaign, May 2018
- Koleston launches new colors and positioning
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- Figure 20: Koleston’s campaign, December 2018
- Singer Lexa participates in new Embelleze’s campaign
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- Figure 21: Embelleze’s campaign, June 2018
Who’s Innovating?
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- There are opportunities for anti-aging hair colorants
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- Figure 22: Launches of haircare products, by subcategory, Brazil, January 2016 to February 2019
- Subcategories can bring new positioning for antipollution products
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- Figure 23: Global launches of haircare products that are said to “protect against elements,” top 5 countries, January 2016 to February 2019
Case Studies
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- Love Beauty and Planet increases sales of Unilever by 4% in 2018
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- Figure 24: Love Beauty and Planet mission, July 2018
- Turbans that help dry hair make success in the US
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- Figure 25: Aquis Haircare presentation, February 2018
- Function of Beauty offers customization of haircare products
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- Figure 26: Function of Beauty presentation, February 2018
The Consumer – What You Need to Know
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- Survey reveals the most common hair types and styles in Brazil
- Few Brazilians use hair colorants
- Some Brazilians are afraid hair colorants damage their hair
- Scalp care and relaxing fragrances appeal to consumers
- Sustainability and straight hair culture are important topics
Hair Formats, Types, and Treatments
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- Specific summer products can appeal to Brazilians
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- Figure 27: Hair formats, straight hair, by natural hair, January 2019
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- Figure 28: Search for the term “transição capilar” (or “hair transition”) on Google Trends, Brazil, January 2004 to February 2019
- Consumers with straight hair can be interested in “non-greasy hair oil”
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- Figure 29: Hair formats, by type of hair and root, January 2019
- Brands of professional products have opportunities to increase sales channels
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- Figure 30: Selected consumer behavior, by hair treatments, January 2019
Hair Color Products Used
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- More than half of Brazilians haven’t used hair colorants in recent months
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- Figure 31: Hair color products used, January 2019
- Customization services should be part of hair colorants’ sales channels
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- Figure 32: Hair color products used, by generation, January 2019
- Root touch-up products in brush or cushion formats bring convenience to consumers
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- Figure 33: Haircare products interest, by selected hair colorants, January 2019
Barriers to Using Hair Color
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- Toning masks can attract consumers who are afraid of damaging their hair
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- Figure 34: Hair formats, by selected barriers to using hair color, January 2019
- Hair colorants need to innovate in order to appeal to men
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- Figure 35: Barriers to using hair color, by gender, January 2019
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- Source: Lightspeed/Mintel
Hair Care Products Interest
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- Consumers may be interested in products that take care of the scalp microbiome
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- Figure 36: Hair care products interest, January 2019
- Relaxing fragrances can help young students in moments of stress
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- Figure 37: Haircare products interest, by age group, January 2019
- Sustainable products can attract AB consumers
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- Figure 38: Hair care products interest, by socioeconomic group, January 2019
Consumer Behavior and Attitudes
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- Brands need to educate consumers about refillable products
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- Figure 39: Consumer behavior, January 2019
- Millennials seem to be less loyal to haircare products brands
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- Figure 40: Consumer behavior, by generation, January 2019
- Many people from the Northeast would like to have hair that’s more naturally straight
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- Figure 41: Consumer attitudes, January 2019
Appendix – Abbreviations
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- Abbreviations
Appendix – Market Size
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- Market Size
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- Figure 42: Retail sales of shampoos and conditioners, by value - Brazil, 2013-18
- Figure 43: Retail sales of hair colorants, by value - Brazil, 2013-18
- Market Share
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- Figure 44: Leading companies’ retail sales share of shampoos and conditioners, by value, Brazil, 2016-17
- Figure 45: Leading companies’ retail sales share of hair colorants, by value, Brazil, 2016-17
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