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Niely Cosmetics builds on existing portfolio after acquisition by L’Oréal

Over a year after being acquired by L’Oréal, Niely Cosméticos has reintroduced itself in the market with a revamped and boosted portfolio. The acquisition by the French giant was completed in 2015 and it had been over a year since Niely had released any new products.

With increased investment in innovation, the company launched two new hair care lines - Niely Gold Nutrição Poderosa (Niely Gold Powerful Nutrition) and Niely Gold Cachos Hidratados (Niely Gold Moisturized Curls) - as well as concentrated hair masks to promote deep hydration, softness and intense shine. The hair color range Cor&Ton has also introduced two new shades (Very Light Ash-Blonde and Platinum Blonde) and updated its labels and packaging, which now features a golden background.

Juliana Alves, Giovanna Antonelli and Anitta, brand ambassadors for Niely (...)

Juliana Alves, Giovanna Antonelli and Anitta, brand ambassadors for Niely Gold Nutrição Poderosa

In an official statement, L’Oréal described the acquisition as a strategic move both for Brazil and Latin America, and an opportunity to increase middle-class consumption. Niely recorded net revenues of R$ 406 million in 2014 and is Brazil’s¬ largest independent manufacturer of hair care and hair color products. The Cor&Ton brand currently leads the market for hair color among middle-class consumers.

According to L’Oréal, Niely’s products convey good price positioning and high penetration among its target customer base, as well as wide distribution by retailers, wholesalers, supermarkets, pharmacies and perfumery chains.

Bianca Pi, brand director at Niely, said that the first eight months of the merger were very positive, with major releases and good business results. She believes that being a part of the L’Oréal Group allows the Brazilian company to add expertise in marketing, research and innovation from the French headquarters.

After the acquisition, Niely has joined L’Oréal’s Consumer Product Division alongside brands such as Elsève, L’Oréal Paris, Maybelline New York and Colorama.

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