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Brazil Breathes New Life Into Global Bath and Body Care

By: Rob Walker, Euromonitor International
Posted: July 13, 2011, from the July 2011 issue of GCI Magazine.

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It is Brazil that is weighting those scales most forcefully. And with the country already signed up to host the football World Cup and the Olympic Games, the two biggest sporting events on the planet, there will be opportunity aplenty for high-profile marketing and advertising activity in bath and body care going forward. The challenge for the industry is how best to attract a demanding but potentially fickle new consumer base of lower-middle income consumers in the rapidly developing northeast region, and how to balance a portfolio so that it leverages to an aspirational middle-class in the key urban centers of the southeast. Getting the strategic planning right will have huge upside implications, not least in canceling out the sluggishness of Western markets.

Rob Walker, senior fast-moving consumer goods analyst, Euromonitor International, can be contacted at