Under hair care, consumers continue to adopt a more rational approach towards purchases of hair care items. Focus on cost-benefit ratios remains strong, but in some subcategories consumers opt to spend slightly more to purchase higher quality items.
Consumers continue to seek less harsh formulas in hair care. Sulphate free, parabens free, silicone free or petrolatum free are some of the features local consumers continue to search for when deciding to purchase a hair care product.
Unilever continues to lead sales of hair care in Brazil. The company is present with a strong portfolio of brands positioned to target different audiences.
Belocap Produtos Capilares Ltda (L’Oréal Groupe) further decreases its participation within hair care in Brazil. The company appeared to have slowed the pace of innovation under its main brands, while competitors kept introducing new formulas and packaging types to stimulate demand.
Devintex Cosmeticos Ltda (Salon Line) value sales soared over the review period. The brand has been gaining popularity among consumers thanks to its strategy focused on offering items that are aimed to those customers seeking to maintain their hair natural.
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This industry report originates from Passport, our Beauty and Personal Care market research database.