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Haircolor - Brazil - June 2015

"The consumer research shows that 24% of Brazilian consumers think that hair colorants damage hair. In addition, 29% of users look for products with minimal odor; however, "scent free" products are still very rare in Brazil. There is space, therefore, for brands to invest in better communications in order to make consumers more confident regarding hair colorants, in addition to developing products with subtle scents and offering custom hair coloring service, considering that 17% of consumers report being worried about not being happy with the results of home hair color treatments".
Juliana Martins, Beauty and Personal Care Analyst

This report will focus on the following:

  • How can hair color products inspire more confidence among Brazilian consumers?
  • Could customized hair color services attract Brazilian consumers?
  • 29% of users look for products free from overpowering scents, however scent-free products are still very rare in Brazil

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Forecast of Brazil retail sales of hair colorants*, by value, Brazil, 2010-20
            • Companies and brands
              • Figure 2: Leading companies' sales share in the Brazil hair color market, by value, Brazil, 2013 -14
            • The consumer
              • Hair coloring/bleaching kits are some of the most used hair color products by Brazilians
                • Figure 3: Usage of hair color products – Brazil, April 2015
              • Multi-functional products which, in addition to coloring, treat hair and prevent hair loss are important to many Brazilians
                • Figure 4: Benefits when choosing hair color products – Brazil, April 2015
              • 48% of users of hair colorants only buy brands they already know
                • Figure 5: Shopping behavior when buying hair color products – Brazil, April 2015
              • Some attitudes by Brazilians toward hair colorants suggest a certain fear regarding the use of the category
                • Figure 6: Attitudes toward hair color products – Brazil, April 2015
              • What we think
              • The Market – Issues and Insights

                  • How can hair color products inspire more confidence among Brazilian consumers?
                    • Could customized hair color services attract Brazilian consumers?
                      • 29% of users look for products free from overpowering scents, however scent-free products are still very rare in Brazil
                      • Trend Application

                        • Trend: Man in the Mirror
                          • Trend: Factory Fear
                            • Trend: FSTR HYPR
                            • Who's Innovating?

                              • Key points
                                • Launches of products positioned as “brightening/illuminating” are still low in Brazil compared to other countries
                                  • Figure 7: Launches of hair colorant products positioned as “brightening/illuminating”, by top 5 countries and Brazil, 2013-April 2015 *
                                • Product launches with “ease of use” claims went up from 2013-15, but those positioned as “UV protection” went down
                                  • Figure 8: Launches of hair colorants positioned as “ease of use” and “uv protection”, in relation to the total launch of new products in the hair color category, Brazil, 2013-April 2015
                                • “New variants/line extension” stood out among the launches of new hair color products in Brazil in 2015
                                  • Figure 9: Product launches in the hair color category, % share by type of launch, Brazil, 2013-April 2015
                              • Market and Forecast

                                • Key points
                                  • The market is expected to grow moderately in 2015, with high inflation tightening consumers’ budgets
                                    • Figure 10: Brazil retail sales of hair colorants*, by value, Brazil-2010-20
                                    • Figure 11: Forecast of Brazil retail sales of hair colorants*, by value, Brazil – 2010-20
                                  • Factors used in forecasting
                                  • Market Share

                                    • Key points
                                      • Acquisition of Niely Cosmetics helped Grupo L'Oréal stay at the top of the market in 2014
                                        • Figure 12: Leading companies' sales share in the Brazil hair color market, by value, Brazil, 2013-14
                                    • Companies and Brands

                                      • Grupo L’Oréal
                                        • Procter & Gamble
                                          • Bonyplus Indústria e Comércio de Cosméticos Ltda
                                          • The Consumer – Usage

                                            • Key points
                                              • Hair color kits and hair bleaching kits are some of the products with the highest penetration among Brazilian consumers
                                                • Figure 13: Usage of hair color products – Brazil, April 2015
                                              • More mature women are more likely than younger ones to use permanent hair color products
                                                • Figure 14: Usage of hair color products, by women, by age – Brazil, April 2015
                                              • Consumers in the South-East are more likely to use hair coloring and hair bleaching kits
                                                • Figure 15: Usage of hair colorants – Brazil, April 2015
                                            • The Consumer - Benefits when Choosing Hair Color Products

                                              • Key points
                                                • Multi-functional products which, in addition to coloring, treat and prevent hair loss, are important to many Brazilians
                                                  • Figure 16: Benefits when choosing hair color products – Brazil, April 2015
                                                • Products that give a natural look to hair and that cover grey hair are more popular among women than men
                                                  • Figure 17: Benefits when choosing hair color products, by gender – Brazil, April 2015
                                                • Women aged 35+ are more demanding than younger ones when buying hair color products
                                                  • Figure 18: Benefits when choosing hair color products, by women, by age – Brazil, April 2015
                                              • The Consumer – Shopping Behavior when Buying Hair Color Products

                                                • Key points
                                                  • 48% of consumers only buy hair color products by brands they already know
                                                    • Figure 19: Shopping behavior when buying hair color products – Brazil, April 2015
                                                  • Men users are more likely than women users to buy products hoping to get the same color results as displayed on the box
                                                    • Figure 20: Selected shopping behaviors when buying hair color products, by gender – Brazil, April 2015
                                                  • Brazilians aged 45-54 are least likely to buy products recommended by family/friends
                                                    • Figure 21: Selected shopping behaviors when buying hair color products, by age – Brazil, April 2015
                                                • The Consumer – Attitudes

                                                  • Key points
                                                    • Some attitudes by Brazilians toward hair colorants suggest a certain fear regarding the use of the category
                                                      • Figure 22: Attitudes toward hair color products – Brazil, April 2015
                                                    • Young male consumers aged 16-24 tend to prefer, more than other age groups, to color their hair at salons
                                                      • Figure 23: Selected attitudes toward hair color products, by men, by age – Brazil, April 2015
                                                    • Women aged 35-54 are more likely than younger women to want to talk to experts at purchasing channels
                                                      • Figure 24: Selected attitudes toward hair color products, by women, by age – Brazil, April 2015

                                                  Companies Covered

                                                  To learn more about the companies covered in this report please contact us.

                                                  Haircolor - Brazil - June 2015

                                                  £3,199.84 (Excl.Tax)