2021
0
Brazil Haircare Market Report 2021
2021-06-30T04:03:39+01:00
OX1048431
3265
139868
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Report
en_GB
“During the COVID-19 pandemic, two movements have driven the haircare category: the search for minimalist routines characterized by the transition to natural and a higher interest in professional treatments that…

Brazil Haircare Market Report 2021

£ 3,265 (Excl.Tax)

Report Summary

“During the COVID-19 pandemic, two movements have driven the haircare category: the search for minimalist routines characterized by the transition to natural and a higher interest in professional treatments that can be done at home. Brazilian consumers demonstrate an interest in innovations that provide sustainability, convenience and personalization. Despite the unfavored economic context, the category is expected to remain stable, as Brazilians consider their haircare routine essential.”
– Amanda Caridad, Beauty and Personal Care Senior Analyst

Key issues covered in this Report:

  • Impacts of COVID-19 on the haircare category
  • Haircare products consumption among different demographic groups, considering different types of hair and scalp
  • Most important attributes in haircare products
  • Analysis of the main demographic groups that have suffered from hair and/or scalp disorders, investigating the reasons that have contributed to such disorders
  • Interest in haircare innovations in packaging, ingredients and concepts
  • Haircare routines under the impact of the COVID-19 pandemic

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report:
        • Definition
          • COVID-19: market context
          • Executive Summary

              • Market overview
                • Impact of COVID-19 on the haircare category
                  • Figure 1: Predicted impact of COVID-19 in short-, medium- and long-term on the haircare category, April 2021
                • The impact so far
                  • Short and medium term (April to December 2021)
                    • Long term (2022-25)
                      • Mintel Trend Drivers
                        • Figure 2: Mintel Trend Drivers
                      • Challenges
                        • Pregnant and puerperal women find lack of safe hair-loss products
                          • Consumers with coily hair have an interest in products to be used between washes
                            • Embrace of gray hair pushes brands to offer products to Baby Boomers
                              • Opportunities
                                • Use of hair dyes at home grows among women aged 35+
                                  • Women aged 16-34 are the main target for scalp treatments
                                    • Products with antiseptic action attract “hybrid” workers
                                    • Market Drivers

                                      • Worsening of the pandemic and unemployment impact haircare products consumption
                                        • COVID-19 is linked to hair loss, increasing the demand for scalp treatments
                                          • Sales of haircare products grow during the pandemic
                                          • Key Players – What You Need to Know

                                            • Multinationals maintain market share, but local brands gain space
                                              • Pantene partners with TikTok and Rappi, while Novex chooses Jojo Todyinho as brand ambassador
                                                • Brazilians want personalization and respect for individual needs
                                                  • Function of Beauty, Vegamour and B.O.B grow more than expected
                                                  • Market Share

                                                    • Multinationals keep more than half of the market share; Natura grows after acquiring Avon
                                                      • Figure 3: Leading companies’ market share in the retail sales of shampoos and conditioners, by value – Brazil, 2019-20
                                                    • L’Oréal maintains leadership, while Coty sells Wella and Clairol
                                                      • Figure 4: Leading companies’ market share in the retail sales of hair dyes, by value – Brazil, 2019-20
                                                  • Marketing Campaigns

                                                    • Seda is inspired by facial care ingredients in partnership with influencer Niina Secrets
                                                      • Figure 5: Seda and Niina Secrets present new products – Brazil, April 2021
                                                    • Novex invests in inclusive campaign with singer Jojo Todyinho
                                                      • Figure 6: Embelleze presents new ambassador: Jojo Todyinho – Brazil, March 2021
                                                    • Gisele Bündchen is the new ambassador of Natura Ekos
                                                      • Figure 7: Natura presents Gisele Bündchen as the new ambassador of Natura Ekos
                                                    • Dove invites consumers to develop a positive relationship with their hair
                                                      • Figure 8: Dove’s #SeuCabeloSuaEscolha campaign – Brazil, February 2020
                                                      • Figure 9: Dove invites followers to share stories about their hair – Brazil, March 2021
                                                    • Actress Samara Felippo embraces gray hair in partnership with L’Oréal
                                                      • Figure 10: Samara Felippo undergoes hair transformation in partnership with L’Oréal
                                                    • Salon Line’s new institutional campaign celebrates women power
                                                      • Figure 11: Salon Line’s “We Are One” campaign – Brazil, January 2021
                                                    • Pantene holds an unprecedented partnership with TikTok
                                                      • Figure 12: Pantene announces new brand ambassador – Brazil, November 2020
                                                    • Pantene encourages hair donation to breast cancer patients
                                                      • Figure 13: Pantene, Rappi and Laço Rosa campaign
                                                      • Figure 14: Pantene invites 95 women to tell their stories to celebrate the Pink October – Brazil, October 2020
                                                    • Manu Gavassi reveals new identity after transformation with Redken products
                                                      • Figure 15: Malu Gabati is a new personality of Manu Gavassi after transformation with Redken products
                                                    • Influencer Camila Coutinho launches GE Beauty with customizable haircare line
                                                      • Figure 16: GE Beauty products for customizable hair and scalp care
                                                      • Figure 17: Camila Coutinho during the inauguration of the first GE Beauty physical store in Recife
                                                  • Who’s Innovating?

                                                    • Personalized hair dyes are an opportunity not yet much explored in Brazil
                                                      • Figure 18: Function of Beauty, Just For You and MeuQ develop personalized haircare solutions
                                                      • Figure 19: Total launches of hair dyes, by top five markets – January 2018-March 2021
                                                      • Figure 20: eSalon kit with hair dye and personalized treatment to be used at home – US
                                                      • Figure 21: Color&Co hair dye kit to be used at home – US
                                                    • Brands can innovate by developing curl-defining products for multiracial children
                                                      • Figure 22: Total launches of haircare products with “ethnic” claims for “babies (0-4 years)” and “children (5-12 years),” by top five markets – January 2018-March 2021
                                                      • Figure 23: Cia da Natureza presents the new Milena Kids line, with curl-defining products – Brazil, April 2021
                                                      • Figure 24: Curl-styling products for children
                                                  • Case Study

                                                    • After a million-dollar investment, Function of Beauty expands during the pandemic and is evaluated at $1 billion
                                                      • Figure 25: Function of Beauty’s facial and body care customizable lines
                                                      • Figure 26: Function of Beauty provides customizable versions of shampoos and conditioners at Target – US, December 2020
                                                    • B.O.B grows in the midst of greater ecological awareness with solid shampoos and conditioners
                                                      • Figure 27: Friends created B.O.B with the objective of reducing environmental impact of beauty and care routines
                                                    • Vegamour sees a 500% growth in the sales of anti-fall hair serum during the pandemic
                                                      • Figure 28: Vegamour GRO Hair Serum, with clinical results after use for five months
                                                  • The Consumer – What You Need to Know

                                                    • Consumers with curly hair are more likely to use hair styling products
                                                      • Preventive benefits attract consumers with wavy hair, while consumers with dry scalp have an interest in treatment oils
                                                        • Psychological factors and unhealthy lifestyles are associated with hair and scalp disorders
                                                          • Innovations driven by sustainability and convenience attract Brazilians from different demographic groups
                                                            • Younger women seek more affordable brands, but without giving up premium benefits
                                                            • Purchase of Haircare Products

                                                              • Women aged 35+ stand out for using hair dyes at home
                                                                • Figure 29: Purchase of haircare products, by gender and age group – Brazil, January 2021
                                                                • Figure 30: Permanent dyes with “natural” and “easy-to-use” attributes and that provide professional results at home
                                                              • Brazilians with curly hair are the most likely to use hair styling products
                                                                • Figure 31: Purchase of haircare products, by hair type – Brazil, January 2021
                                                                • Figure 32: Curly hair styling and treatment in one step
                                                              • Consumers aged 16-34 are a potential target for scalp treatments
                                                                • Figure 33: Purchase of haircare products, by gender and age group – Brazil, January 2021
                                                                • Figure 34: Briogeo offers a complete line of scalp care products
                                                                • Figure 35: Hers’ The Complete Hair Kit
                                                            • Most Important Attributes on Haircare Products

                                                              • Brands may attract Brazilians with wavy hair by offering a preventive approach
                                                                • Figure 36: Most important attributes on haircare products, by hair type – Brazil, January 2021
                                                                • Figure 37: Products that protect hair from external elements
                                                              • Antiseptic haircare products can attract Brazilians who work out of home
                                                                • Figure 38: Most important attributes on haircare products, by working status and remote work – Brazil, January 2021
                                                                • Figure 39: Safe Hair and Imunehair offer hair disinfectants
                                                              • Treatment oils can associate hair and scalp benefits for consumers with dry scalp
                                                                • Figure 40: Most important attributes on haircare products, by scalp type – Brazil, January 2021
                                                                • Figure 41: Treatment oils for hair and scalp
                                                            • Reasons for Hair and Scalp Disorders

                                                              • Stress is a major factor for hair and scalp disorders among women
                                                                • Figure 42: Reasons for hair and scalp disorders, by gender – Brazil, January 2021
                                                                • Figure 43: Anti-hair-loss cosmetic products
                                                              • One third of men aged 16-34 associate unhealthy lifestyles with hair and scalp disorders
                                                                • Figure 44: Reasons for hair and scalp disorders, by gender and age group – Brazil, January 2021
                                                                • Figure 45: Shampoos that prevent hair loss and promote healthier hair and scalp
                                                              • Mums find little variety of anti-hair-loss products to be used during pregnancy
                                                                • Figure 46: Reasons for hair and scalp disorders, by gender and parental status – Brazil, January 2021
                                                                • Figure 47: Haircare products for pregnant and puerperal women
                                                            • Interest in Innovations

                                                              • Reusable packaging can offer entertainment and zero waste concept for parents
                                                                • Figure 48: Interest in innovations, by parental status – Brazil, January 2021
                                                                • Figure 49: Brands can develop products that make children’s routine more fun
                                                                • Figure 50: Samsung’s The Sero TV packaging becomes other objects
                                                              • Gender-free products can attract men aged 55+
                                                                • Figure 51: Interest in innovations, by gender and age group – Brazil, January 2021
                                                                • Figure 52: Odele Beauty haircare line
                                                              • AB consumers are interested in products created by scientists
                                                                • Figure 53: Interest in innovations, by socioeconomic group – Brazil, January 2021
                                                                • Figure 54: Haircare treatment products formulated with biotechnological actives
                                                            • Haircare Routines

                                                              • More affordable brands stand out by offering premium benefits
                                                                • Figure 55: Haircare routines, by gender and age group – Brazil, January 2021
                                                                • Figure 56: Haircare products that can be positioned as more economical
                                                              • Consumers with coily hair seek solutions between washes
                                                                • Figure 57: Haircare routines, by hair type – Brazil, January 2021
                                                                • Figure 58: Unique solutions for consumers with coily hair
                                                              • Baby Boomers challenge brands to offer products for gray hair
                                                                • Figure 59: Haircare routines, by generation – Brazil, January 2021
                                                                • Figure 60: Products for gray hair
                                                                • Figure 61: Match launches Youth line – Brazil, November 2020
                                                                • Figure 62: Pantene and Lola Cosmetics feature ambassadors with white hair
                                                            • Appendix – Abbreviations

                                                              • Abbreviations
                                                              • Appendix – Market Size and Market

                                                                • Market size
                                                                  • Figure 63: Retail sales of shampoos and conditioners, by value – Brazil, 2014-21
                                                                  • Figure 64: Retail sales of coloring products, by value – Brazil, 2014-21
                                                                • Market share
                                                                  • Figure 65: Leading companies’ market share in the retail sales of shampoos and conditioners, by value – Brazil, 2019-20
                                                                  • Figure 66: Leading companies’ market share in the retail sales of hair dyes, by value – Brazil, 2019-20

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