Description of Industry
The bath and shower soap industry in 2013 showed current value growth of 10 percent to $7 Billion dollar industry. Brazil ranks third with Japan and US leading in the market for beauty and personal care product consumption in the world. According to GCI Magazine in December 2012, Brazil became the leading consumer of bath and body care products passing the US for the first time. While bar soap growth is on the decline in the United States, it is still experiencing grown in Brazil.
The industry is considered to be the bath and shower, which is a consumer market segment of the personal care and cosmetics industry. Brazil is ranking third internationally as a producer of soaps. The major players of soap manufacturing are Unilever using Dove as its strongest product with 29% market share, followed by Avon Cosmeticos, and Natura Cosmeticos. There are a few smaller companies such as Botica Commercial Farmaceutical. Unilever markets the Dove Soap brand as a “hydrating bar” and offering a variety of fragrances to the consumer. Botica Commercial Farmaceutical markets its products to consumer with problematic skin ailment such as eczema and psoriasis. Natura Cosmetics and Avon Comesticos market their products as general every usage and invests heavily in ads to increase market share. There has been more new soap launches in Brazil in the last five years than any other personal care and cosmetic products. The top categories include: herbal and botanical; moisturizing and hydrating; and dermatologist tested. The fragrances skew floral with “green” fresh notes; fennel is one of the most popular fragrances used in bars (www.bradfordsoap.com)
In the Brazilian culture, there is a social class between beauty and hygiene. They take pride in their clothing, make-up, and accessories. (www.bradfordsoap.com) Fragrance is a very important feature and with fragrances like patchouli and anise-lavender, Zum Soap would be a...