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Brazil depilatories market: Procter & Gamble the number one player with 32% value share
Depilatories in Brazil - a new market research report on 2014-04-21 04:08:01
Procter & Gamble ranked first in the Brazil depilatories market with a value share of 32% in 2012, representing a slight decrease compared with the previous year, mostly due to its Gillette Prestobarba brand in women´s razors and blades. Since 2012 the company has invested heavily in the Venus brand in order to improve its participation in the women´s razors category with value-added products in coming years.

In 2012 Procter & Gamble launched a new woman´s razor under the Gillette Venus brand. The new product is a female version of the men´s 3-blade Mach3. The new razor also has a lubricating strip with aloe vera and vitamin E. According to the company women in Brazil still use specific men´s products for shaving, and thus Procter & Gamble expects to increase consumption among women through value-added products such as Gillette Venus.

New product developments in depilatories under value-added benefits are expected to drive sales over the forecast period, when launches will be focused on hydrating skin and greater duration of effect. Due to increased competition with permanent hair removal services, especially in the largest cities, companies will enhance their products´ attributes along lines of convenience and price/quality ratio in order to boost consumption of these products.

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