Baby and child-specific toiletries posted the best performance within the category, particularly influenced by the good performance of fragrances. Fragrances are widely used by adults, as many local consumers consider it necessary to use fragrances on a daily basis.
As Brazilians continue to assume more rational behaviour towards consumption of many goods, manufacturers also adapted their offerings to target those who list cost-benefit ratio as a key attribute. Under baby and child-specific products, several companies increased the offerings in promo pack format.
Johnson & Johnson is set to make one of its biggest investments in Brazil with the complete renewal of its traditional Johnson’s Baby line. In late 2018, the company announced the renewal of the entire line, with new packaging, new formulas and the repositioning of the brand by age and development phases of babies and children under the slogan “Purity that inspires” - this concept was adapted from the global tagline “Choose Gentle”.
Natura Cosméticos continues to regain value share within the category, thanks to its “Natura mamãe e bebê” brand. The brand is particularly strong under toiletries, with many of its products being praised by local consumers.
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This industry report originates from Passport, our Beauty and Personal Care market research database.