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Brazil hair care market: Unilever, L’Oréal and Procter & Gamble the key players
Hair Care in Brazil - a new market research report on 2014-04-21 04:14:02
The Brazil hair care market is led by strong multinationals, with Unilever, L´Oréal (NBO Belocap Produtos Capilares Ltda) and Procter & Gamble together accounting for a 47% value share in 2012. Their leading brands, Seda, Elsève and Pantene, respectively, are benefiting from wide distribution and frequent advertising support. Two new brands – TRESemmé and Wella Professional ProSeries – have also improved share from Unilever and Procter & Gamble under an image as professional salon brands.

In standard shampoos and conditioners the strong investments in advertising campaigns and new launches during 2012 from Unilever and Procter & Gamble boosted sales of such products during the year, but according to company sources this growth will not continue at this level in coming years.

Hair care should remain the largest category within beauty and personal care over the forecast period. It is expected to see moderate growth in volume terms but a higher performance in current value terms, pushed by value-added products under high technology and extra benefits.

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