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Juliana Martins

Opportunities for hair color products in Brazil

The economic downturn and the hair color subcategory

Retail sales of hair color products may have had a strong ally in the last three years: Brazil’s economic downturn. As a result of Brazilians’ lower available income, many have stopped spending money on certain services, such as professional hair services offered at hair salons. Mintel’s Beauty Habits study revealed that only 10% of Brazilians are having more hair treatments performed at hair salons. The latest Hair Care report, recently published by Mintel, showed that, in the last six months, 21% of Brazilians have colored their hair at home, compared to 12% who had their color done at a hair salon.

The hair care industry saw, therefore, an opportunity to develop DIY products to be used at home, without the help of a professional hairdresser. Color refreshers designed to boost hair color in-between salon visits and products that claim to allow for professional techniques – such as balayage – to be replicated at home are some examples of innovation in this subcategory. Root touch-up sprays used to temporarily cover grey hair, rainbow hair hues (blue, pink and purple shades), products with less harsh chemicals such as ammonia, and multifunctional product (that color and treat the hair at the same time) have also helped heat up the market in recent years.

Lack of products for mature hair

One of the challenges of the beauty and personal care industry is to cater for niche markets, including different demographic groups. With the aging of the population, it is crucial for brands to develop products that are targeted at these customers. Like the skin, hair also undergoes changes over the years and often becomes more brittle. Mintel’s Hair Care study has found that 50% of women over 55 years of age have colored their hair at home in the last six months, compared to 15% of women between the ages of 16 and 24.

My Hair Doctor Colour Protection Mask Intense

My Hair Doctor Colour Protection Mask Intense

Post-color treatments for this audience could help them look after their hair’s health as it becomes more fragile with age. Therefore, it is important for the industry to develop products with different claims, including repair products for mature hair. My Hair Doctor’s Color Protection Mask Intense, launched in the U.K. in February 2018, features an anti-aging plant complex – including blue lupine and denoxyline, a purified fraction of green tea polyphenols with antioxidant properties that helps protects hair color.

Brands can play with sensory elements of products targeted at younger consumers

The survey also shows that 25% of Brazilians between the ages of 16 and 24 said they have not colored their hair in the past six months, but have done so in the past. This data opens up an opportunity for brands to develop temporary hair color targeted at younger consumers, since this audience may have used hair color products before, but does not do it as often. Quick and easy application is also an important attribute.

Brands can also be creative with colors as 17% of Brazilians between the ages of 16 and 24 said they are interested in trying different hair colors, including pink and blue. Schwarzkopf’s LIVE Color Spray temporary hair color, launched in Switzerland in March 2018, claims to color hair instantly as is available in vibrant hues such as pink, blue, silver and red. It also claims to be easy to use and last one wash, without leaving the hair sticky. Released in the U.S. in February 2018, IGK goes even further by creating ’s Foamo Holographic Hair Foam, a shade-shifting, holographic glitter hair foam that shifts colors as hair moves in the light.

With a very innovative approach, Hot Huez Temporary Hair Chalk, launched in India, is designed for those who want to transform their hair color quickly and have the product removed in only one wash. The packaging includes four vibrant colors of chalk compacts. Customers just need to press the color of their choice onto the hair and slide it across the hair strands.

Opportunities for more natural hair color products

Mintel’s study also revealed that 36% of Brazilian women would like to find hair color products with natural ingredients and 31% showed interest in chemical-free hair color. This trend is confirmed by yet another information – 29% of women said coloring their hair on a regular basis can contribute to hair damage.

According to Mintel GNPD (Global New Products Database), Brazil’s participation in the launch of hair color products with ‘100% natural’ and ‘organic’ claims was irrelevant between January 2015 and February 2018. Garnier Olia Permanent Color, launched in the U.S. in October 2017, is formulated with natural plant oils and ammonia-free. It claims to leave hair soft, silky and three times shinier while visibly improving and restoring hair. Logona Naturkosmetik Plant Hair Colour Cream was launched in Germany in March 2018. It contains 100% natural ingredients, including organic henna, herbs and plant extracts. The product claims to coat hair strands in a protective layer that preserves the hair structure. L’Oréal also launched its vegan hair color line, Botanéa, in May 2018. The products contain 100% natural coconut oil and three plants from India: henna, indigo and cassia.

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© 2018 - Brazil Beauty News - www.brazilbeautynews.com

about Juliana Martins

Juliana Martins is a senior Senior Analyst for Beauty and Personal Care at Mintel in Brazil. A Marketing and Communication professional with over ten years’ experience, she has helped companies to better understand consumer behavior and how to position their brands for maximum ROI. Juliana worked for four years with Market Intelligence at Chanel Parfums Beauté in Paris, which has granted her deep knowledge on insights and trends for the global beauty market. She is a journalism graduate from PUC-Rio and has completed two MBAs – Business Communication and Marketing – in France.

Mintel is the world’s leading market intelligence agency. For over 40 years, Mintel’s expert analysis of the highest quality data and market research has directly impacted on client success. With offices in London, Chicago, Belfast, Kuala Lumpur, Mumbai, Munich, New York, Sao Paolo, Shanghai, Singapore, Sydney, Tokyo and Toronto, Mintel has forged a unique reputation as a world-renowned business brand.

For more information about everything we do please visit brasil.mintel.com.

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