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Unilever Brands Among Most Recognized in Brazil

At its São Paulo location, Granado Pharmácias doubled its revenue in the first year of operation.

By: Fernanda Bonifacio
Posted: January 5, 2010, from the January 2010 issue of GCI Magazine.

With an expected growth of 11% in 2009, the personal care segment broke an 18-year record in the Top of Mind survey conducted by Datafolha Institute. According to analysts, the upswing can be attributed to improvements in income distribution and ongoing transformations in the Brazilian beauty market.

Deodorants showed one of the highest growth rates. In February 1992, 33% of respondents could not recall a single deodorant brand. In 2009, the index fell to 14%. The category’s winner was Rexona (mentioned by 35% of respondents), followed by Axe and Dove, with 10%. All three brands belong to Unilever, which owns 62.9% of the national deodorant market, according to ACNielsen.

Based on the positive outlook, the company has recently launched its Dove Men+Care deodorant—the debut product for Unilever’s men’s grooming line in Brazil. According to Andrea Rolim, vice president of personal care, Unilever Brasil, the country is the debut for the product line in the Americas—it was also launched in Italy, France, Belgium and the Netherlands in 2009.

“The campaign launch, planned for early 2010, involves media efforts and point of sale promotions, with an investment of $13.5 million,” says Rolim.

Unilever also led the Top of Mind survey in the shampoo, soaps and toothpaste categories. Seda (Sunsilk) was noted by 36% of respondents; Lux was noted by 41%; and Colgate was noted by 47% (toothpastes were the most remembered products by Brazilians, with 96% of those surveyed able to identify brands).

Granado Grows 20%; Invests in New Outlets