Escrevi esta matéria para a edição deste mês, agosto/ 2014, na revista americana Happi, Household and Personal Products Industry :
Whether women are looking to hide their gray, add a dash of color or tame unruly flyaways, demand for hair colorants and styling products is on the rise throughout Latin America, according to analysts. Brazil, Mexico and Argentina are the three largest markets for hair colorants, according to Euromonitor International. During the past six years (2008-2013) sales have risen nearly 53%. Meanwhile, sales of styling aids have jumped nearly 33% during that time to reach almost $4 billion. In this category, Mexico, Brazil and Venezuela are the top three markets, according to Euromonitor.
On the world stage, figures from the Brazilian Association of the Cosmetic, Toiletry and Perfumery Industry (Abihpec) shown Brazil held a 12.5% share of the hair care market share, making it the No. 2 market in the world, trailing only the US. That’s because hair is extremely important to Brazilian women.
Their obsession is L’Oréal’s obsession. In fact, Brazil is the French multinational’s fastest growing market. Sales rose 13% last year, making Brazil a key market for colorants and hair care products.
Color Is King
According to Abihpec, Brazilian women are the biggest users of hair dye, with the penetration index reaching 98%. According to Abihpec´s data from 2012, Brazil consumed approximately 33,000 tons of colorants—no wonder why marketers from around the world are flocking to Brazil.
P&G Brazil, through its Wella unit, is the No. 1 hair color company, according to Nielsen. With brands such as Koleston, Soft Collor and Pro Vital, P&G controls nearly 21% of the market. This month, the company launches the Reativador de Cor Koleston, an innovation that is said to “reactivate” the color of the hair strands between the first day of coloring and when the time comes to do it again.
The product meets the needs of all the Brazilian women who expressed this desire in a survey ordered by Koleston earlier this year. According to results of the study, 75% of respondents said it would be very valuable/relevant if the colorant could be reactivated between applications. - See more