Dow ramps up its hair care capabilities for the LATAM market

Cosmetics Design spoke to Ryan Smith, global strategic marketing leader at Dow Chemical’s hair care division to find out about what type of solutions are on offer and how it is specifically targeting the Latin American market.

Smith has been charged with driving the company’s strategy across its newly combined Dow Chemical and Dow Corning hair care solutions worldwide.

LATAM is all about hair care​

But with Latin America having by far the highest rate of consumer use for hair care in the world, it goes without saying that the region is a key focus for the company.

“The Latin American market is very exciting for us, for many reasond, one of which is that they really put a lot of stress on their appearance, and in particular on their hair, an area where women take particular pride,”​ said Smith.

“Women in Latin America want to showcase their hair’s natural attributes, which tends towards the more texturef, wavy and curly types of hair. In response to this, we have a range of products that accentuate these characteristics in a natural way.”​

Men’s hair care made easy​

The men’s grooming segment is fast gaining momentum across the region, but to respond to this trend, the approach has to carefully consider how men use hair care products, particularly as hair care habits are generally very different to that of women.

“Men’s grooming is gaining momentum all the time as they adopt a broader range of increasingly targeted products. Latin American men taking care of themselves is no longer something that affects one’s manliness, an attitude that may have held this category back in the past,”​ said Ryan

“However, men still want the products they use to be easy and quick, which is why Dow’s solutions for this area focus on multi-functionality. In line with t​his we are highlighting a prototype that is a shampoo, conditioner and shaving cream, which means you can use the same product for your entire head.”​

LATAM hair care market encompasses all trends​

The in-cosmeitcs events are important platforms to demonstrate Dow’s hair care capabilities. Smith explained that at the Global event in London the company was showcasing solutions for damaged hair, while at the North America event it was highlighting solutions for textured hair.

But at the recent in-cosmetics LATAM event in Sao Paulo, the company was highlighting hair care products that emphasize the entire hair care experience, reflecting just how developed the category is in the region.

“We want to highlight all the capabilities we have for hair care to the all-important Latin American market. So that includes the stories we have told at the other in-cosmetics events, which we have tied in with the four trend pillars - natural beauty, millennial beauty, men’s care and sport and fitness – to highlight an entire range of solutions,”​ said Smith

Active beauty is another big trend, Ryan explained, but it is in the region’s biggest market, Brazil, where this trend really has gravitus.

“In Brazil consumers are looking for products that showcase their needs before and after the gym. Now it’s important to look good at the gym, so people want to look their best at all stages of the work out,”​ Ryan said.

“The Active Beauty market is particularly popular in the Brazil market, because an estimated two thirds of Brazilians work out regularly, which is unique to both the region and the world in general.”​

In line with this, the company has also developed its Liquid Dry Shampoo, which can be sprayed into the hair to absorb some of the oil, and lift the hair for greater volume and to make it look fresher.

Anti-pollution hair care is the future​

Hair care in the LATAM region has evolved to suit consumer’s personal needs and lifestyle, but now with a growing awareness of environmental hazards and pollutions on the skin, consumers are also coming round to take these considerations into their hair care routines.

“Looking to the future, we want to showcase solutions that target pollution protection for the hair,”​ Ryan said. “The anti-pollution category has evolved as very much focused on skin care, but we believe that in the future it is going to open up much more to the hair care category.” ​