Daniela Ferreira is a marketing and communication
professional in both consumer and B2B cosmetic
markets. With a degree in social communication and
postgraduate work in business administration, her expertise includes managing and launching products,
communication planning, market studies and analysis,
and identifying new business opportunities. She also
has beauty blog ( www.circulodabeleza.com.br), and is
a makeup artist and image consultant.
FASHION DRIVES HAIR COLOR AND
STYLING MARKET IN LATIN AMERICA
WHETHER WOMEN are looking to hide their gray, add a dash of color or tame unruly flyaways,
demand for hair colorants and styling
products is on the rise throughout Latin
America, according to analysts. Brazil,
Mexico and Argentina are the three largest markets for hair colorants, according
to Euromonitor International. During the
past six years (2008-2013) sales have risen nearly 53%. Meanwhile, sales of styling aids have jumped nearly 33% during
that time to reach almost $4 billion. In this
category, Mexico, Brazil and Venezuela
are the top three markets, according to
On the world stage, figures from the
Brazilian Association of the Cosmetic,
Toiletry and Perfumery Industry (Abihpec)
shown Brazil held a 12.5% share of the
hair care market share, making it the No.
2 market in the world, trailing only the US.
That’s because hair is extremely important
to Brazilian women.
Their obsession is L’Oréal’s obsession.
In fact, Brazil is the French multinational’s
fastest growing market. Sales rose 13%
last year, making Brazil a key market for
colorants and hair care products.
Color Is King
According to Abihpec, Brazilian women are
the biggest users of hair dye, with the penetration index reaching 98%. According to
Abihpec´s data from 2012, Brazil consumed
approximately 33,000 tons of colorants—
no wonder why marketers from around the
world are flocking to Brazil.
P&G Brazil, through its Wella unit, is
the No. 1 hair color company, according
to Nielsen. With brands such as Koleston,
Soft Collor and Pro Vital, P&G controls
nearly 21% of the market. This month, the
company launches the Reativador de Cor
Koleston, an innovation that is said to“re-activate” the color of the hair strands between the first day of coloring and when
the time comes to do it again.
The product meets the needs of all the
Brazilian women who expressed this desire in a survey ordered by Koleston earlier
this year. According to results of the study,
75% of respondents said it would be very
valuable/relevant if the colorant could be
reactivated between applications.
The Reativador de Cor de Koleston is a
conditioner with color pigments, considered as a semi-permanent coloring level;
in other words, it reactives color without
oxidation and exposure of the hair cuticle.
The lineup includes seven different colors: purple, brown, golden brown, copper,
red, golden blonde and blonde, which will
meet the 43 Koleston nuances.
“Wella is a brand which pursues in-
novation and the best technologies re-
garding pigmentation and treatment,”
said Laura Vicentini, marketing manager
at Wella. “It is our desire to provide in-
creasingly relevant benefits to consumers,
such as a color that lasts longer and, now,
the possibility to reactivate it for a special
need. This innovation will have no impact
on the value of the kit already sold and we
believe that this will also be an incentive
The brand also has another surprise,
the nuance Blonde Silver ( 98), one of the
most sought colors by Brazilian women
who love platinum blonde hair color.
Important domestic companies are ranked
in top positions and some of them were
pioneers in terms of novelties in hair care,
which explains their positive performance.
Niely do Brasil, for example, had a 16.8%
volume share in Brazil for the March/April
2014 period, according to Nielsen.
“Unlike 10 years ago, when hair coloring was only used to hide gray hair,
Brazilian women now adopt the new
look according to fashion and hair coloring comes ever earlier,” said Delane
D´Azevedo, the product manager at Niely.
“They are bold, modern, novelty lovers
and are always seeking to improve their
According to D’Azevedo, when women want to change their look, hair color is
the first thing they think of, as it is easy
to do it at home and there are a variety of
products to try.
“It is important to be attentive to
the needs of this woman. We must be
agile and provide excellent products,”
A diverse range of
texture and colors
makes for a
dynamic hair care
market in Brazil
and the rest of