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Aussie and Herbal Essences products are now available in Brazil

P&G’s Pantene and Head & Shoulders ranges have led the company into second place in Brazil’s hair care segment, behind only Unilever’s Seda, the nation’sbest-selling hair care brand. However, in a market where R$4 billion is spent every year on take-home hair care products, the global giant saw it could expand even further.

P&G decided to boost its product portfolio and import two of its most highly rated international brands to Brazil. By doing so, it fulfilled the wishes of many Brazilians who will no longer have to return from trips abroad with extra weight in their luggage or search for “informal” points of sale. They can now find Aussie and Herbal Essences shampoos, conditioners and hair treatments in supermarkets and drugstores throughout Brazil.

Aussie was launched in 1979 by an American hairdresser who was inspired by Australian ingredients to create the high performance hair care line. The brand won important awards in the beauty industry and reached the mass market when it was acquired by P&G in 2001 and became a sales success. The only products available in Brazil are the shampoo, the conditioner and the 3 Minute Miracle Moist treatment, which claims to deeply condition and moisturize the hair. Prices range from R$ 39.90 to R$ 72.90, depending on the item and package size.

Herbal Essences products were sold in Brazil in the past and are now making a comeback in the retail market with 14 different products. The brand was created in the U.S. in 1972 and is well known for its formulas made from natural ingredients. Costumers can try out shampoos and conditioners from the Naked Shine collection, which give moisture and gloss, and the Color me Happy range, suitable for colored hair. The recommended retail price is R$ 23.90.

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