P&G grows more than rivals in conditioners and hair treatments in Brazil

The American P&G (Procter Gamble &), owner of the brands Pantene, Head and Shoulders & Aussie, had the largest growth in the Brazilian market of shampoos in 12 months up to March, whereas companies with global brands, according to Nielsen. On the same basis of comparison, was the only one to advance in conditioners and hair treatments.
Behind the result are the strategy developed by Patrice Louvet, Vice President of global multinational''s hair, which will assume the Presidency of the Ralph Lauren from July 17. The Executive spoke to the value on a visit to Sao Paulo last week, when your ex-P&G was not yet known.
"It''s all about the expansion of categories," said Louvet. To this end, the Australian Aussie brand landed in Brazil in mid-2015. The Head line & Shoulders added versions for the treatment of the roots, diversifying your identity apart from dandruff. The lines had moisture boost with golden light bulbs of Pantene. In March, the "three-minute miraculous", Pantene, everyday conditioner added to the portfolio and in June should have a line for curly.
"Sometimes I wonder if there is a limit to how much the consumer is willing to spend," said Louvet. In Brazil, the Aussie brand, even with price three times above the market average, was responsible for doubling the space of the premium category from your release, almost two years ago, he added.
The sophistication of consumption is driven by global brands. The American Nexxus, Unilever, arrived in the country in 2016, with shampoos and conditioners between R $50 and R $60. In Brazil, even with the exchange for cheaper brands, no interest for the multinationals to grow in price below the intermediate tracks, said Louvet.
Sales of P&G in Brazil''s shampoos grew 10% in the 12 months to March 2017, to $1.3 billion. In the same period, Unilever, which sells Dove, TreSemmé and silk, was discharged of 4.5%, the R $2.8 billion. The revenues of the L '' Oréal retreated 5.7%, R $1.6 billion, according to Nielsen. In conditioners and treatments, P&G sales rose 9.2 percent. Unilever was decrease of 1.2%, and L '' Oréal, indentation of 7.8%.
"We see in Brazil a significant growth in the market of treatments and conditioners. The second area of great interest is the root care "said Louvet. While the products for the treatment of the root are well disseminated in Latin America, still have low penetration in Brazil.