In the second part of a two-part article, we bring five of the most recent and innovative hair care launches in the fast moving and very advanced Latin American market.
These launches are brought to you by market research provider Mintel and its experts have been closely following the category in the region to bring the most exciting and innovative new launches.
The company is able to tap into it Global New Product Database, which keeps a track of all market launches worldwide in the beauty and personal care space.
The hair care launches
In this selection of launches we bring you five products from Argentina and Brazil that focus on a variety of issues, including capillary health, moisture, rejuvination and protection.
Mintel data shows that 40% of Brazilian women would like to have hair that is straighter, indicating that the keratin smoothing and straightening treatments are still widely used.
As a result, brands in LATAM have launched hair masks with ultra-hydrating benefits using recognizable ingredients such as castor oil and shea butter, and many of these elements are combined into these product launches.