Brazilian consumers have taken customization into their own hands by injecting their shampoos with vitamins in the quest to obtain luxurious hair.
Referred to as the ‘Shampoo Bomba’ craze, consumers are adding their own concoctions of Monovin-A, an injectable vitamin used on horses and Bepantol, which features Dexpanthenol (provitamin) to store bought shampoos.
Mohamed Omer, global personal care analyst at Mintel revealed the latest trend prior to the NYSCC’s Suppliers Day in New Jersey last week.
The industry analyst noted Brazilian consumers have more developed hair care routines and that this one in particular has really taken off!
“There are many Brazilian blogs dedicated to sharing 'bomba' customized recipes," Omer informs the packed room of NYSCC members.
"Before and after treatment photos are appearing alongside user claims that the product results in an increase in volume hair and shine, all of which is proving very influential with consumers."
Hold the salt please!
Mohamed also revealed the vast majority of hair care product launches on the Brazilian market specify the use of 'salt-free' formulations.
"Appeal is high in Brazil for these products due to consumer worry about salt excessively drying the hair," he explains.
Salt is largely used to make foam thick in shampoos but does not fare well for vitamin A, which is oxidized and loses its action once it comes into contact with the salt.
The analyst also says anti-aging benefits are helping to further develop a mature Brazilian market. "Links to currently sought-after benefits can help this process while hair loss offers further potential."
Finally, a moisturizing / hydrating claim holds the most interest with Brazilian consumers with over a third looking for this when purchasing a hair care product.
State of Brazil's hair care market
According to Mintel, Brazil’s hair care market is projected to see double annual digit growth over the next four years to reach an estimated R$12.45 billion by 2017.
Omer says this growth is driven by the shampoo/ conditioner category which also accounted for three quarters of total market value in 2013.
"Shampoo usage levels in Brazil are equivalent to those seen across the big 5 in Europe. However conditioner usage levels are much higher in Brazil, particularly with leave-in conditioner," the analyst concludes.