Hygiene and beauty sector grows and encourages manufacturers

The Brazilian consumer is investing more in health and beauty products and that the manufacturers know well. The rise of class C, coupled with improvement
of income and investments of companies in innovation have driven this market that last year alone reached $ 42 billion in sales in Brazil, according to data from the Brazilian Association of personal hygiene, perfumery and cosmetics (Abihpec).
Procter Gamble, the Brazil & is already among the ten countries of major importance for the company. "Last year was very good, above-market growth, in two high digits", explains Gabriela Onofre, Director of P&G Brazil.
To sustain this growth, the multinational bet in launching products, including market leaders in other countries, as was the case of adhesive tapes for teeth OralB Whitestrips. The high value-added product, since a pack costs about $ 70, exceeded expectations. "Sell five times more than we expected," explains the Executive.
On the hair products, the company has brought a line of tinctures in foam that also has been growing. A survey from Nielsen points out that the hair products market grew 12.2% in 2012. "Brazil has the largest market of post treatment of hair in the world," says Gabriela.
With global investments in research and development of products at the home of the $ 2 billion, the P&G manages to bring news to Brazil every year. "Today we have 24 marks in the country in global 250, the sky is the limit for the releases," says Gabriela. In the first three months of this year, the company has launched 90 kinds of products here.
The Mahogany, Brazilian brand owned by the Sklean laboratory, is also taking advantage of the moment to grow with the market. In addition to diversifying the portfolio-last year alone were 150 releases, between products and packaging-the company also is investing in the expansion of the franchise network, today with 154 shops in the country. "For this year, the focus is to open 20 new stores, especially in cities in the interior of the country," explains Brian Drummond, marketing manager of the Group and son of founder and CEO, James Drummond.
Last year, the company registered growth of 7.2% in sales and closed the period with a turnover of R $ 95 million, in addition to 15 new stores. "This year we want to
grow 15% ", explains Drummond. Focused on the A and B, the brand is growing
with the expansion of the line and the access of class C, that is causing the company to invest in opening franchises not only in shopping malls, but also in street shops.
In addition, the marking on the diversification of the portfolio, well known for soaps and body moisturizers and which now earns highlighted with the line of perfumes and fragrances. "This thread is already the third in sales in stores and has plenty of room to grow," says Drummond.