Consumers for Brazil’s cosmetics industry are being influenced by increasing trends of utilizing organic products. A growing proclivity towards veganism is being observed, and this largely millennial trend has slowly seeped its way into the cosmetics industry in the form of ‘cruelty-free’ hair products that consist of ingredients that are neither derived directly from animals nor tested on them before initial launch. This has positively impacted the Brazil professional hair care market, This consumer trust in the cosmetics industry has helped the Brazil professional hair care market grow, supplemented by consumers’ growing inclination towards experimentation. For instance, L’Oreal, one of the leading hair care brands in the world has released two products in Brazil called EverStyle and EverCreme, both of which obtained a vegan trademark from the British organization ‘The Vegan Society’ Both products have gained immense popularity especially amongst Brazilian women who predominantly have dark, wavy hair. Similarly, Todecacho is a regional brand that has released a series of vegan hair products specifically for wavy and curly hair. Some of their most popular products, which make use of vegan ingredients locally available in the country, include coconut milk conditioner, apple cider based hair cream, and others. Though hair straightening had become a prevalent phenomenon in Brazil some years back, Brazilian women have now collectively begun embracing their curls: a factor that will affect the range of hair products available in the country. Serums, conditioners, shampoos and other hair products will now be manufactured with the primary objective of maintaining curly and wavy hair. This trend will impact the Brazil professional hair care market profoundly and will be its defining factor in upcoming years. By the end of 2023, the Brazilian professional hair care market is set to earn revenue amounting to $631m and will advance at a rate of 2.3% during the forecast period of 2018-2023.
Acceptance Of Identity Amongst Colored People In Brazil: A Trend Affecting The Hair Care Market
Brazil is a unique country with minorities eventually becoming the majority as documented by recurring census conducted in the country. The 2010 Brazilian census revealed that people of mixed race and black people account for more than half of the country’s population with 50.7%. This officially made African-Brazilians the majority population group in the country, a finding which has significantly impacted hair product trends in the country. The hair of Black women is naturally and predominantly curly, which has inspired growth of some of Brazil’s key salon chains. Though straightening of hair has normally been a westernized trend that professional women had indirectly applied to their lives, colored women are now changing this by associating curly hair as a part of accepting one’s original identity. Beleza Natural, Brazil’s most dominant salon chain with 33 operative salons is founded by a Black woman who has opened the chain with the exclusive idea of making hair products suitable for ‘afro’ hair. They sell products segmented on the basis of different kinds of curls including soft clumps, loose cachos, inner curls, vibrant bunches, and others. Moreover, curly hair requires additional care which has also inspired hair product services in salons. Beleza’s dominant services include providing volume and increasing the definition of curly hair. These characteristics are reflective of the rising acceptance of African-Brazillian identity in Brazil that is majorly impacting the hair care market.
Brazil Professional Hair Care Market: Growth Drivers
· Effect Of Climate On Hair
Brazil’s tropical climate results in oily hair and dusty scalp in summers, when temperatures increase. Moreover, a tremendous amount of sunlight is considered equivalent to blow-drying or straightening one’s hair which is detrimental to the health of hair. These factors drive Brazil professional hair care market and represent the core philosophy behind the advertisement of hair products. Key market players have innovated in accordance with Brazilian climate and manufactured products which cater to domestic requirements.
· Brazil’s Current Economy
Brazil underwent a severe economic crisis from 2014 to 2016. Post the economic recession in the first quarter of 2017, Brazil has constantly been on the road to financial recovery. This has positively impacted the professional hair care market in the country. Though Brazil has always faced socioeconomic inequality, millions of people in Brazil have survived the recession to rise out of poverty and enter into a nascent class called ‘new middle class.’ The purchasing power of this middle class is quite high owing to a number of factors including increase in education, elevation of minimum wage, governmental support, and Brazil’s recovering economic condition. Inadvertently, the inclination towards investing in hair products, which forms one of the most important components of one’s appearance, has increased tremendously. A consistent increase in disposable income amongst the middle class has become a major growth driver for the professional hair care market.
· The Women Workforce Of Brazil
According to recent World Bank data on the percentage of working women in Brazil, by the end of 2018, 39% of the total labor force in the country consisted of women workers.The number continues to rise with increasing governmental investment on female education and employment. Hair care is an important part of overall appearance of both and women, especially in professional settings. HThis has influenced the Brazil professional hair care market, with key market players making products especially suited for the needs of women professional. The rise in sales of hair based products amongst professional womentherefore, will be a prominent driver for the market in the forecast period.
· Brazilian Hair Expertise
Brazilian salon treatments and hair expertise have become famous worldwide for their creativity and positive impact on hair health. Embracement of curly hair has caught up in other countries and assisted local market players in increasing sales by exporting their products, thus providing impetus to the Brazil professional hair care market. Brazilian keratin treatment has now made it to salons worldwide and has now become a major hair care trend. Moreover, Brazilian hair straightening, which is majorly meant for curly hair, has also become a growing trend in the professional hair care market worldwide and is thus leading to growth in sales of hair products in the country.
Brazil Professional Hair Care Market: Disruptive Trends
· Growing Trend For Blonde And Ombre Hair Colors:
Brazilian people have developed an inclination to experiment with different kinds of hair colors, majorly blonde and ombre. Hair care companies have caught up on this trend, innovated, and manufactured hair color kits specifically for curly hair. Yamá Cosméticos is the first company to release hair coloring kits for curly hair which consist of bleaching powders that remove the density from hair fibers and lessen frizz, and colors that don’t damage hair fibers and consist of healthy ingredients.
· The Advent Of ‘Illuminated Brunette’:
Owing to popularization of different hair colors by celebrities and makeup artists, various hair color trends dominate the market at different points in time. In 2019, the hair color trend that is defining the market’s direction is called illuminated brunette. It involves painting golden colored highlights on Brazilian women’s naturally dark hair. Salons all across the country are advertising this hair trend prominently, and have witnessed an upsurge in consumers since.
Major Players In The Market
The Brazil professional hair care market has witnessed a phenomenal rise in the past decade, owing to highly effective distribution networks operated by several companies. The key market players include L’Oreal Group, Procter & Gamble Co., Alfaparf Group, Henkel AG & Co. KGaA, and Italian Hairtech.
In order to expand their network in Brazil, the L’Oreal group recently tied up with Niely Cosmeticos which is one of the most prominent hair care companies in the country. Niely has access to a wide distribution network and consumer base, which the L’Oreal Group can utilize for leveraging demand.
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