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tion but also shine, less frizz, low vol- ume, soft touch and well-defined curls that are easy to comb. Skin care offers scope for growth Chris Lindsley, global skin care ana- lyst at Mintel, agreed that Brazil is an attractive place for new brands, helped by the improving economic situation. In skin care, he sees anti-ageing as an area of development: “Brazilian launches have more emphasis on basic functional benefits, such as moisturi- sation and hydration. Globally, 24% of rclaims are anti-ageing, but don’t ap- pear in the top 10 claims in Brazil.” Lindsley noted that many launches in Brazil are from Western brands, such as L’Oréal, Beiersdorf and Avon, while some multinationals are developing lines especially for the Brazilian mar- ket, such as L’Occitane au Brésil, whose whole concept and formulation are built around Brazil. Mintel has also seen the Brazilian influence felt further than its domestic market with nearly nine in ten skin care launches linked to the country seen elsewhere across the world in 2013. The Brazil association has particular resonance in the devel- oped markets of the USA, UK and France. MARKETS MARKETING COSSMA 7-8I2014 21 photo:Alliance,Shutterstock.com According to Mintel, launch activity for hair care has been high in Brazil, where consumers are looking for a more in-depth hair care regime. Condi- tioners are used by 75% of Brazilians and 39% use a leave-in product. With 35% the most common hair care claims are moisturisation/hydration and hair repair with 16%, and with an increasing number of launches specify “salt-free”, reflecting Brazilian consumers’ out- door and beach lifestyle. Celebrity endorsements are important as are customised products which are popular with young Brazilians who like to experiment with new trends and products. Multinationals taking advan- tage of the growth potential The round-table discussion was led by Daniel Olveira and included Amarjit Sahota, president, Organic Monitor, and Daniel Sabata of Beraca, who dis- cussed how changing consumer and economic habits are drivers for growth as well as the huge potential for biodi- versity. There are many indigenous oils grown in Brazil, something that P&G and Clarins are exploiting in the cre- ation of cosmetic products. “A lot of multinationals, such as L’Oréal and Unilever, are setting up R&D capabili- ties in Brazil to tap into Brazilian ingre- dients,” explained Sahota. “It would be a shame if Brazilian companies are left out as most don’t have the capabilities for export or the supply chains. It’s a big concern.” Daniel Sabata comment- ed: “Once brands add value with ingre- dients that consumers are looking for, we will see significant growth. But in order to develop products for the local market you need to research the con- sumers and their specific hair care and skin care needs.” Sahota went further by expressing concern for the lack of organic stan- dards in Brazil. “In Europe there are many standards and eventually there’ll be one label in Brazil. Currently, there is one standard for organic cosmetics but no one formulates to this. Weleda, for example, can’t use its Ecocert label in Brazil .” He added: “Brazil wants to project its indigenous culture but it is so tight- ly regulated that it can’t be implement- ed. This stifles innovation.” Sabata agreed, but pointed out that being or- ganic is not such a big issue in Brazil with consumers. “They want natural products, but are not as mature as oth- er markets in terms of what they want,” he stated. For further information about In-Cosmetics shows visit: www.in-cosmetics.com *Additional information can be found on the Internet – see Internet panel Brazil sells one in five deodorants worldwide Brazil is worldwide the number one in fragrances and deodorants photo:VitaKhorzhevska,Shutterstock.com Additional information can be found at www.health-and-beauty.com/ qr00272 or you can just scan the QR code! Your access codes for August: User name: cossma8 Password: nature DownloadsDownloads Imogen Matthews In-Cosmetics Consulant Oxford UK COS1408_20_Imogen_Brasil_GB_COS1406_22_Imogen_D 28.07.14 14:26 Seite 21