Kimberly-Clark grows with infants and young

Hygiene products for babies already represent 40% of Kimberly-Clark's revenue in Brazil, which reached r $ 3 billion in 2012. Sales of this line, called Huggies Turma da Mônica, grew 15% last year, and the company expects an even bigger jump this year, with his debut in the world of youth. In January, began arriving at pharmacies and supermarkets products Turma da Mônica Jovem, for teenagers from 13 to 16 years.
The line of products for babies and for the teen will receive investments of r $ 50 million this year. The expectation is that already in the first year of launching the line for teenagers represent 25% of the revenues of the bath line and pós-banho, which excludes diapers. "It was a paradigm-breaking indoors," says Priya Patel, Director of category of personal care of Kimberly-Clark. The brand before performed as "baby care line", with soaps, shampoos, colognes, diaper rash creams, diapers and baby wipes.
The company began doing early research in this new land in August of 2010, two years after the launch of comics Turma da Mônica Jovem, with stories of the characters Monica, Magali, chives and Smudge, created by Maurício de Souza, in adolescence. "When we realized that this youth segment was gaining a great expressiveness, we saw an opportunity," says Priya, which was Unilever to Kimberly at the end of 2010. A first survey showed that the Association of trademark Turma da Mônica Jovem the toiletries would be well-received by teenagers.
He was then made a survey of the target audience for help in constructing the portfolio. "We asked: If you had a makeup bag, a purse, what would? It's not often that we do a co-creation as well ", says the Executive. "For they [adolescents] was aspirational, deodorant, for example. It was important to have variants of adult universe with a touch of ' teen ', "says Ornella Guzo, brand manager.
The company has nine categories of products: shampoo, conditioner, hair treatment cream, fixative for hair, deodorant, facial cleansing foam, deo Cologne, "body splash" and gloss. In total there are 15 items, between male and female. According to Priya, the young infant or adult products consumes, for not finding a particular item for your age group. "Today there is no other brand on the market covering a portfolio so complete for this ' target '. It was very clear in the polls that he was lacking ".
Kimberly-Clark estimates that young people from 13 to 16 years consume R $ 700 million in hair care products, pós-xampu, moisturizing cream, deodorants and fragrances a year, whereas only the items purchased at supermarkets. The calculation was done with population data of IBGE and consulting firm Euromonitor. The children's products market grows from 5% to 7% per year. Priya says that the juvenile will grow this level up.
In other channels such as direct selling and franchises, the focus of juveniles tends to be makeup, perfumes and skin care. In 2012, Avon has changed its line of makeup for teens and this year launched a line of fragrances. The Peruvian company of Chandani, direct sale in the country since 2011, has the brand, dedicated to this Cyzone group. Franchise networks as the Apothecary and Água de Cheiro also sell products to young people.