Procter & Gamble invests in Brazil with launch of leading brands

By Katie Bird

- Last updated on GMT

Related tags Olay skin care Procter & gamble Brazil

Consumer goods giant Procter & Gamble (P&G) has launched its flagship brands Head & Shoulders and Olay in Brazil, in an attempt to grow its presence in the market.

The Cincinnati-based company has highlighted the country as holding significant untapped potential for both the anti-dandruff shampoo and conditioner range as well as its Olay skin care products.

High conditioner use

“Brazil is a very attractive market for Head & Shoulders,”​ a spokesperson for P&G told USA.

“Brazilian consumers are very focused on beauty, so the combination of anti-dandruff products with other beauty benefits are especially relevant,”​ the spokesperson added.

The company introduced the first products into Brazil late last year, with the range including 7 shampoos and 4 conditioners.

Conditioners are particularly important for the market as Brazilian consumers are the world’s most frequent users of the product, the company claimed.

In addition, P&G quoted Neilsen research that suggests over 40 percent of the Brazilian population have scalp problems, but only 12 percent use specific products to treat the condition.

Untapped potential for skin care

The company has also introduced the Olay skin care brand to the market, and has referred to Brazil as ‘one of the largest remaining untapped Beauty Care markets for the brand’.

Products available in Brazil include those from five boutiques, or ranges, including the Regenerist and Total Effects lines.

Approximately 20 percent of the $2bn spent on skin care annually in the country, is through pharmacies, perfumeries and the food channels, the company claimed, with door to door sales taking the lion’s share of the skin care market.

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