Hypermarcas tries to rejuvenate the male brand Bozzano

The Brazilian manufacturer Hypermarcas relaunched Bozzano, male care, aiming to rejuvenate the brand and increase sales. Formulas and the packaging of products were renewed. The company also wants to strengthen the category of deodorants, before supporting.
"I would say that we are now entering of truth on the market of deodorants. We are putting focus into that category and taking the product for all major retailers, "says Nicolas Fischer, President of the consumer unit Hypermarcas. The new factory of the group in Senador Canedo (GO) has the capacity to produce aerosol cleaners, which also contributes to the competitiveness of the product, according to the Executive.
The male and female deodorants market generated sales of $ 9.6 billion in Brazil last year. The estimation of the Euromonitor is an average increase of 11% per year until 2017, pulled by the aerosol bottles. The leader is the anglo-Dutch Unilever, with the Axe and Dove, Rexona brands.
According to Fischer, the company kept prices for products. "Nowadays the consumer wants quality, but don't want to spend excessively. Right now, I think this economic position is stronger on the market ". The gain in scale with the transfer of production lines of all toiletries and beauty Hypermarcas for Goiás, completed this year, contributed to generate savings for the company. "We're getting very attractive margins have for products", says the Executive.
The new products of Bozzano began arriving at retail in March. After extending the distribution, brand debuted this week campaign on TV. According to Fischer, Hypermarcas wants consumers to see "the tradition of a trademark that the father used, the grandfather wore, but which also has a modern product". Bozzano has more than 60 years in the market and was acquired by Revlon in 2008.
Bozzano has products for shaving, hair gel and deodorant. The company reduced the amount of foam versions and shaving creams. "Men take care of themselves, but don't want to spend a lot of time in the gondola," he says.
The Brazilian market of male beauty and hygiene products is the second largest in the world, with revenues of R $ 9.7 billion in 2013, and forecast to reach R $ 17.2 billion in 2017, according to Eurtomonitor. The market is led by multinational Unilever and Procter Gamble &, owner of the Gillette.