2023
0
Brazil Haircare Market Report 2023
2023-06-20T04:02:01+01:00
OX1155221
3265
164255
[{"name":"Haircare","url":"https:\/\/store.mintel.com\/industries\/beauty-personal-care\/haircare"}]
Report
en_GB
“In 2022, due to a complex economic environment, consumers had to adopt strategies to save money, whether by choosing more-affordable brands or by simplifying their haircare routines. Consequently, they reduced…

Brazil Haircare Market Report 2023

£ 3,265 (Excl.Tax)

Report Summary

“In 2022, due to a complex economic environment, consumers had to adopt strategies to save money, whether by choosing more-affordable brands or by simplifying their haircare routines. Consequently, they reduced their visits to beauty salons – or avoided them altogether. At the same time, hair loss has affected almost a quarter of Brazilians, boosting the consumption of anti-hair- loss treatments. Curly and coily hair styles remain on the rise, bringing opportunities for brands to offer innovations to this audience. When it comes to shopping experiences, Brazilian brands have stood out by investing in technology that offers personalized care, in retail shops or beauty salons.”

– Amanda Caridad, Beauty and Personal Care Senior Analyst

Key issues covered in this Report

  • Hair textures and scalp types, and how they influence shopping habits and haircare routines
  • Haircare products usage
  • Impacts of inflation on haircare routines
  • Important claims in scalp care
  • Ethics and sustainability
  • Haircare purchase journey
  • Attitudes toward haircare

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Definition
        • Executive Summary

            • Market overview
              • Analyst outlook
                • Figure 1: Analyst outlook for the haircare category, 2023
              • Challenges
                • Brazil is a strategic market to increase launches of anti-hair-loss products
                  • More-affordable brands should be aware of consumers who adopt more uncomplicated routines
                    • Gen Zs search for inspiration on social media but are critical about inauthentic content
                      • Opportunities
                        • Hair schedule can drive consumption of hair masks and hair oils among consumers with curly hair
                          • Concern about rising prices leads AB consumers to buy bigger pack sizes
                            • Brands can explore anti-dandruff action beyond shampoos and drive the use of scalp treatments
                            • Market Drivers

                              • Unemployment rises in Q1 2023
                                • Brazil’s perfumery, cosmetics and personal hygiene market grew by 13.2% in 2022
                                  • Temporary blindness cases lead Anvisa to create list of safe hair styling creams
                                  • Key Players

                                    • Companies and brands
                                      • Boticário Group announces investments in the haircare category
                                        • Figure 2: Match Science, new service offered at the House of Beauty salon in São Paulo
                                        • Figure 3: Quem Disse, Berenice? presents new hair line
                                      • OX Cosméticos announces influencer Mari Maria as new brand ambassador
                                        • Figure 4: OX Cosméticos presents new portfolio and partnership with Mari Maria
                                      • Soneda opens megastore combining retail space and consumer experiences
                                        • Figure 5: Soneda presents its new store at the Paulista Avenue in São Paulo
                                      • Beleza na Web opens new concept store focused on AB consumers
                                        • Figure 6: New Beleza na Web’s concept store in Moema, São Paulo
                                      • Kérastase opens new pop-up store with interactive digital experiences
                                        • Figure 7: Kérastase launches pop-up store at the JK Iguatemi shopping mall in São Paulo
                                      • L’Oréal Beauty Schools help women in vulnerable situations enter the professional beauty market
                                        • Figure 8: L’Oréal Brazil, MOVER and Darcy Vargas Foundation inaugurate the Beauty School in Rio de Janeiro
                                      • Braé takes influencers to Coachella
                                        • Figure 9: Welcome to Braéchella
                                      • Salon Line reflects on hair-related stereotypes in new institutional campaign
                                        • Figure 10: Salon Line campaign
                                      • Jojo Todynho launches Grande Gostosa and enters the beauty category
                                        • Figure 11: Grande Gostosa presents new haircare product
                                      • Pantene presents new solution for combination hair during reality show
                                        • Figure 12: Pantene sponsors BBB 23’s party
                                      • Johnson & Johnson launches new line aimed at children with curly and coily hair
                                        • Figure 13: Blackinho Poderoso
                                      • Seda invites consumers to discover new launch on TikTok
                                        • Figure 14: New products from the Seda Boom line
                                        • Figure 15: Seda promotes its reality show
                                      • Case study
                                        • Skala goes viral in the US after TikTok video
                                          • Figure 16: Joanna Salvador praises the Brazilian brand Skala
                                          • Figure 17: Skala reacts to TikTok viral video
                                        • Ceremonia, a clean beauty haircare brand, receives a millionaire’s investment to expand to the US
                                          • Figure 18: Babba Rivera and Ceremonia products
                                      • Haircare Products Usage

                                        • Hair schedule can drive consumption of hair masks and hair oils among consumers with curly hair
                                          • Figure 19: Haircare products usage – Selected items, by hair texture, 2023
                                          • Figure 20: Dove presents hair mask and ultra-concentrated oils
                                          • Figure 21: Eudora offers hair treatment kits under the Instance and Siàge lines
                                          • Figure 22: Eudora offers tutorial to identify the best hair treatment schedule
                                          • Figure 23: Meu Cronograma Capilar app
                                        • Hair styling products can offer more practicality to Gen Zs
                                          • Figure 24: Haircare products usage – Selected item, by generation, 2023
                                          • Figure 25: Wavy and curly hair styling products
                                        • Night scalp treatments can appeal to younger women
                                          • Figure 26: Haircare products usage – Selected item, by gender and age, 2023
                                          • Figure 27: Scalp treatment products
                                      • Impacts of Inflation on Haircare Routines

                                        • In addition to lower prices, more-affordable brands can help consumers get salon results at home
                                          • Figure 28: Impacts of inflation on haircare routines – Selected item, by gender and age, 2023
                                          • Figure 29: L’Oréal Elvive presents Bond Repair
                                        • Concern about rising prices leads AB consumers to buy bigger pack sizes
                                          • Figure 30: Impacts of inflation on haircare routines – Selected item, by socioeconomic group, 2023
                                          • Figure 31: Shampoos and conditioner in economic pack
                                        • Sharing products with children, parents prefer natural formulas and ethical credentials
                                          • Figure 32: Impacts of inflation on haircare routines – Selected item, by parental status, 2023
                                          • Figure 33: Shampoos with safe formulas for the whole family
                                      • Important Claims in Scalp Care

                                        • Brazil is a strategic market to increase launches of anti-hair-loss products
                                          • Figure 34: Important claims in scalp care, 2023
                                          • Figure 35: Anti-hair-loss scalp treatments
                                        • Brands can explore anti-dandruff action beyond shampoos and drive the use of scalp treatments
                                            • Figure 36: Anti-dandruff scalp treatments
                                          • Balancing action can attract consumers with scalp described as combination
                                            • Figure 37: Haircare products usage – Selected item, by scalp type, 2023
                                            • Figure 38: Balancing scalp treatments
                                        • Ethics and Sustainability

                                          • Professionals can help brands endorse the safety of their formulas
                                            • Figure 39: Ethics and sustainability – Selected item, by socioeconomic group, 2023
                                            • Figure 40: Eudora presents #DicaExpert: Are products with salt bad for the hair?
                                            • Figure 41: Three origins of cosmetic terrorism and reasons not to believe in it
                                          • Science-based benefits are essential for almost half of men aged 35+
                                            • Figure 42: Ethics and sustainability – Selected item, by gender and age, 2023
                                            • Figure 43: Haircare products that offer transparency about their claims
                                          • Concern about plastic waste can drive usage of eco-friendly packaging
                                            • Figure 44: Ethics and sustainability – Selected item, by status as a student, 2023
                                            • Figure 45: Haircare products in eco-friendly packaging
                                        • Haircare Purchase Journey

                                          • Promotional kits with hair styling products can attract consumers with curly hair
                                            • Figure 46: Haircare purchase journey – Selected item, by hair texture, 2023
                                            • Figure 47: Examples of haircare products sold in promotional packaging
                                          • Diagnostic services can add value to retail beauty salons and retail consumption experience
                                            • Figure 48: Haircare purchase journey – Selected item, by gender, 2023
                                            • Figure 49: Natura presents a device that analyzes hair
                                            • Figure 50: Salon Lab&Me
                                          • LGBTQ+ consumers can boost direct-sales brands
                                            • Figure 51: Haircare purchase journey – Selected item, by LGBTQ+ identity, 2023
                                            • Figure 52: Boticário Group presents anti-LGBTphobia booklet
                                            • Figure 53: Eva Pires shares her experiences as a trans person
                                        • Attitudes toward Haircare

                                          • More-affordable brands should be aware of consumers who adopt more uncomplicated routines
                                            • Figure 54: Attitudes towards haircare – CHAID – Tree output, 2023
                                            • Figure 55: Conditioners that offer quick results at affordable prices
                                          • Gen Zs search for inspiration on social media but are critical about inauthentic content
                                            • Figure 56: Attitudes toward haircare – Selected item, by generation, 2023
                                            • Figure 57: Caroline Lima gives a tip on how to comb your hair with a Salon Line spray
                                            • Figure 58: Dayellen Pâmela shares her haircare routine
                                          • With more complex routines, AB consumers are a strategic audience to boost last-generation devices
                                            • Figure 59: Attitudes toward haircare – Selected item, by socioeconomic group, 2023
                                            • Figure 60: Getting started with your Dyson Airwrap multi-styler
                                        • Appendix – Abbreviations

                                          • Abbreviations
                                          • Appendix – Market Size and Market Share

                                            • Market size
                                              • Figure 61: Shampoo and conditioner retail sales, by value – Brazil, 2016-23
                                              • Figure 62: Retail sales of coloring products, by value – Brazil, 2016-23
                                              • Figure 63: Retail sales of hair styling products, by value – Brazil, 2016-23
                                            • Market share
                                              • Figure 64: Leading companies’ market share in the retail sales of shampoos and conditioners, by value – Brazil, 2021-22
                                              • Figure 65: Leading companies’ market share in the retail sales of hair coloring products, by value – Brazil, 2021-22
                                              • Figure 66: Leading companies’ market share in the retail sales of hair styling products, by value – Brazil, 2021-22

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