Hair care market can have expansion of 16.6% up to 2020

The industry has invested heavily in new releases and 100% Brazilian companies come out ahead with products cheaper compared to imported, the appreciation of the dollar impacts
Sao Paulo-the brazilian economic crisis doesn''t seem to worry the makers of beauty products and hair care. The thread must register a growth of 16.6% between 2015 and 2020 in the country, according to a survey by consultancy Euromonitor.
The pace is less compared to the advancement of more than 43% accumulated over the past five years. But, still, I take the enthusiasm of industry professionals. That''s because it was the Brazilian who led the growth of Latin America in recent years. The region had the best performance in the world, accounting for almost half of overall sales of items for hair.
The market analyst of beauty and personal care Euromitor, Oru Mohiuddin, notes that the industry comes, more and more, incorporating more sophisticated solutions to help create a healthy-looking hair.
The French L''Oreal, for example, launched this week in Brazil a line to treat damaged hair. The first stage of the treatment must be done at the salon and to ensure that consumers of class A and B, will continue to process the company has developed a loyalty program. Prior to application of the products, the hair is diagnosed and by means of an application the company maintains contact with the customers to know when should be the return to the Salon for the next phase of treatment. According to the Chief Executive Officer of the professional products division of l '' Oréal, Mikael Henry, this is the largest investment in the company. The line called Pro Fiber must assure the L '' Oréal a 20% increase in the number of hairdressers who use the product. "We put the product in 1000 salons in that first moment. By the end of the year we want to get the 4 1000 points of sale, "said the Executive, noting that the Pro Fiber must be produced at the company''s manufacturing plant in Rio de Janeiro from next year.
Currently, the line comes from the l '' Oréal factories abroad, which puts the company at a disadvantage in the vision of professionals. The rise of the dollar in recent days has favored the genuinely Brazilian manufacturers.
Advantages
According to the Executive Director and founder of the Truss, Valentin Bossa, although the costs are climbing, especially of imported raw materials, produce locally gives the most Brazilian competitiveness.
"We were cheaper in relation to imported traditional halls," says she, noting that the company''s treatments reach cost half the price of foreigners. KK designs 12% higher sales this year in about 2015, when revenues increased 18% compared to the previous year.
To ensure the expansion Truss will launch eight male products and a line of treatment for blond hair, as well as new packaging to meet the international demand. Today, the Truss to nine countries, including the United States.
Also keep an eye on the us market and in men, the 9 Point will launch new product packaging and a special treatment for bleached hair. "The product is revolutionary and has no competitors in the country, which has a lot of miscegenation," says the Director of the area of research and development at Point 9, Patricia Toscani. She tells that have already been catalogued at least 82 different hair types in Brazil.
In the opinion of Mikael Henry, l '' Oréal, racial diversity encourages the development of very different products. "Brazil is very Rico in racial diversity. Here we have various types of hair, "said the Executive, noting that the multinational will open in Brazil its seventh research center.
Patricia, 9 Point, believes that diversity also empowers the Brazilian product abroad. "Normally, they [USA] pay 20 percent more for products for use in various types of hair," he says.