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Haircare - Brazil - April 2019

OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY
Challenges
Amazon expansion changes the e-commerce sector in Brazil
More than half of Brazilians haven’t used hair colorants in recent months
Figure 1: Hair color products used, January 2019
Millennials seem to be less loyal to haircare products brands
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
Figure 3: Haircare products interest, by selected hair colorants, January 2019
Relaxing fragrances can help young students in moments of stress
Figure 4: Haircare products interest, by age group, January 2019
What we think
MARKET DRIVERS
Global companies begin to act in favor of the environment
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
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
Unilever leads the retail sales of shampoos and conditioners
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
Figure 8: Leading companies’ retail sales share of hair colorants, by value, Brazil, 2016-17
MARKETING CAMPAIGNS AND ACTIONS
Elsève launches special oil for curly hair
Figure 9: Elsève’s campaign, March 2018
Nutrisse launches campaign with new brand ambassadors
Figure 10: Garnier Nutrisse’s campaign, June 2018
Pantene bet on new styling cream for curly hair
Figure 11: Pantene’s campaign, March 2018
Pantene invests in line of products with micellar water
Figure 12: Pantene’s campaign, September 2018
Boticário launches a reconstruction line
Figure 13: Boticário’s campaign, August 2018
TRESemmé relaunches its portfolio in more sustainable packaging
Figure 14: TRESemmé’s #IssoMudaTudo campaign, July 2018
TRESemmé offers a refund on the purchase of new products
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
Figure 16: #SedaByNiina campaign, November 2018
Eudora launches its first line of professional hair treatment
Figure 17: Eudora’s campaign, June 2018
New Salon Line’s campaign features women with different hair types
Figure 18: Salon Line’s #seeuquisereuposso campaign, November 2018
Bruna Marquezine stars new Head & Shoulders’ campaign
Figure 19: Head & Shoulders’ #eurespeitominharaiz campaign, May 2018
Koleston launches new colors and positioning
Figure 20: Koleston’s campaign, December 2018
Singer Lexa participates in new Embelleze’s campaign
Figure 21: Embelleze’s campaign, June 2018
WHO’S INNOVATING?
There are opportunities for anti-aging hair colorants
Figure 22: Launches of haircare products, by subcategory, Brazil, January 2016 to February 2019
Subcategories can bring new positioning for antipollution products
Figure 23: Global launches of haircare products that are said to “protect against elements,” top 5 countries, January 2016 to February 2019
CASE STUDIES
Love Beauty and Planet increases sales of Unilever by 4% in 2018
Figure 24: Love Beauty and Planet mission, July 2018
Turbans that help dry hair make success in the US
Figure 25: Aquis Haircare presentation, February 2018
Function of Beauty offers customization of haircare products
Figure 26: Function of Beauty presentation, February 2018
THE CONSUMER – WHAT YOU NEED TO KNOW
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
Specific summer products can appeal to Brazilians
Figure 27: Hair formats, straight hair, by natural hair, January 2019
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”
Figure 29: Hair formats, by type of hair and root, January 2019
Brands of professional products have opportunities to increase sales channels
Figure 30: Selected consumer behavior, by hair treatments, January 2019
HAIR COLOR PRODUCTS USED 
More than half of Brazilians haven’t used hair colorants in recent months
Figure 31: Hair color products used, January 2019
Customization services should be part of hair colorants’ sales channels
Figure 32: Hair color products used, by generation, January 2019
Root touch-up products in brush or cushion formats bring convenience to consumers
Figure 33: Haircare products interest, by selected hair colorants, January 2019
BARRIERS TO USING HAIR COLOR
Toning masks can attract consumers who are afraid of damaging their hair
Figure 34: Hair formats, by selected barriers to using hair color, January 2019
Hair colorants need to innovate in order to appeal to men
Figure 35: Barriers to using hair color, by gender, January 2019
Source: Lightspeed/Mintel
HAIR CARE PRODUCTS INTEREST 
Consumers may be interested in products that take care of the scalp microbiome
Figure 36: Hair care products interest, January 2019
Relaxing fragrances can help young students in moments of stress
Figure 37: Haircare products interest, by age group, January 2019
Sustainable products can attract AB consumers
Figure 38: Hair care products interest, by socioeconomic group, January 2019
CONSUMER BEHAVIOR AND ATTITUDES 
Brands need to educate consumers about refillable products
Figure 39: Consumer behavior, January 2019
Millennials seem to be less loyal to haircare products brands
Figure 40: Consumer behavior, by generation, January 2019
Many people from the Northeast would like to have hair that’s more naturally straight
Figure 41: Consumer attitudes, January 2019
APPENDIX – ABBREVIATIONS
Abbreviations
APPENDIX – MARKET SIZE 
Market Size
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
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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