Brazilian Haircare Brands Elevate Scent as a Key Sales Driver
Boticário Group Invests Heavily in Fragrance Innovation
The allure of captivating scents is paramount for Brazilian consumers when choosing hair products, frequently outweighing factors like packaging and even price. This strong consumer preference is reshaping product development strategies within the beauty industry.
Fragrance: More Than a Detail, It’s a Value Proposition
Poppy Fischer, Hair Director for the Boticário Group (GB), highlighted Brazil’s position as the world’s second-largest market for hair products. She emphasized the deep engagement of Brazilian consumers with their hair care routines, underscoring the necessity for brands to offer comprehensive sensory experiences where fragrance plays a pivotal role. Fischer stated, “Brazil is the second largest market of hair products in the world, with highly engaged consumers in hair routines. This reinforces the need to deliver complete experiences, where the fragrance is not a mere detail, but part of the value proposition in a market where the sensory experience is central. Therefore, we understand that our brands, by investing in exclusive fragrances, can differentiate and generate greater loyalty.”
Truss Unveils Premium Scented Haircare
Truss, a brand under the Boticário Group umbrella, has refreshed its bestselling “mandatory use” line with a new fragrance developed in collaboration with Givaudan. Fischer elaborated on this initiative, explaining, “The GB olfactory intelligence core, which has olfactory evaluators dedicated to Haircare, always works in conjunction with the largest fragrance houses in the world. In partnership with Givaudan, our internal team brought a new outfit to the mandatory use fragrance, which was premiumized, bringing exclusivity, technology and sophistication, aligning the brand to the professional market and the universe of halls.”
Lingering Scents Command Consumer Loyalty
The newly formulated fragrance promises a sophisticated olfactory journey, beginning with bright citrus and red fruit top notes. It transitions into a delicate floral heart, evoking a salon-like freshness, before settling into a warm, woody base of amberwood. A key innovation is the integration of microcapsule technology, which continuously releases the fragrance with hair movement and exposure to oxygen, ensuring a prolonged scent experience highly prized by consumers.
Eudora Enhances Hair Nutrition with Sophisticated Fragrance
Similarly, Eudora, another GB brand, has introduced its Siàge Nutri Accident Complex line, featuring a fragrance crafted in partnership with IFF. This new scent aims to embody the concept of sophisticated hair nutrition, deliberately moving away from conventional market fragrances to establish Eudora Siàge’s distinctive identity. Cesar Veiga, Perfumer at the Boticário Group, commented on the strategy, stating, “The goal was to translate the concept of nutrition with sophistication, breaking with traditional hair market codes and reinforcing Eudora Siàge’s unique identity. The creation of this fragrance reflects our strategy of raising the hair experience to a new level.”
Roses Take Center Stage in Premium Formulations
Veiga revealed that rose is the signature ingredient in Eudora’s new fragrance, masterfully incorporated to offer a novel take on this classic perfumery element. The rose’s presence is felt throughout the scent’s evolution, from its initial fruity and citrusy introduction to its prominent role during shampoo lathering, and finally its enduring presence in the sandalwood, musk, and patchouli base notes. This creates the distinctive “SIàge effect” of continuous fragrant enjoyment. A notable differentiator is the inclusion of rose essential oil, extracted using a distillation method typically reserved for high-end perfumery, a technique rarely seen in shampoo formulations, highlighting Eudora’s commitment to premium ingredients in the haircare category.
Veiga stressed the growing importance of fragrance in the haircare sector, projecting it to become a strategic cornerstone for brands. He noted, “The fragrance is a competitive differential in Haircare and tends to become a strategic pillar. It has a central and emotional role in this universe, especially in Brazil, where it goes side by side with technical performance. The Brazilian consumer values effectiveness, but also seeks a sophisticated sensory experience.”
He further advised that fragrances should captivate consumers from the outset, setting expectations for the product experience and fostering brand loyalty. Brands aiming for market distinction must therefore prioritize memorable scents with unique olfactory signatures, diffusion, and lasting power.
The global market for fragrances in personal care products is substantial, projected to reach over $35 billion by 2028, with a significant portion driven by innovation in everyday items like haircare (Source: Fortune Business Insights, 2023).
