World fragrance – givaudan fragrance in products

Brazil, the melting pot of Latin America With USD 300 billion spent on infrastructure for the 2014 Football World Cup, Brazil has enjoyed a huge period of growth and is currently one of the fastest growing markets in Latin America. Its population has more than doubled since the 96 million recorded in the 1970s and with its European, African and American Indian ancestry, it continues to be a huge genetic melting pot, with every conceivable skin tone, hair type and body shape – making it the biggest market in the world for fragrance and the second largest for hair care products. Last year, Brazilian companies exported USD 783 million of cosmetics, toiletries and fragrances – a growth of 18% since 2009. Hair care is crucial

For most Brazilian women, their hair is their crowning glory.


According to Euromonitor, 20% of Brazil’s cosmetics and toiletries spend goes on hair care and 20% of global hair care growth in 2013 came from Brazil. Brazilian women devote much attention to their hair, treating it carefully with conditioner and leave-in products targeting specific hair conditions. Conscious that frequent washing may strip natural hair oils, many Brazilian women will use a post-shampoo as well as a treatment conditioner. When looking at fragrance for shampoos, Brazilian women tend to go for long-lasting floral, fruity notes.

Bar soap is very popular here. There are many options, ranging from day-to-day products those considered as gift items. Although a mature market, there are many new toilet soap variants and product lines launched each year and fragrance plays a big role when it comes to choosing which one to buy. Many favour rich, sensuous notes over fresh functional ones as people want a pleasurable shower experience.

Import tax on fragrance is high, so just 7% of Brazilian fragrance-spend goes on premium fragrances, which is far below the global average of 58%, but that doesn’t stop Brazilians from loving fragrance. In our 2013 study, female respondents in Brazil and Mexico told us that they found fruity scents sophisticated and remarkable. Male respondents veered towards modern, fresh and intense scents with a sensual comfortable appeal. We see a trend for fruity floral fragrances combining freshness and creaminess to connote comfort, followed by sensual oriental notes. Brazilian women generally prefer more sensual, daring fine fragrances to fresh clean ones, which are only seen in splash colognes. A welcome reception for door-to-door sellers

Brazil’s huge expanse means that shopping and product distribution can be difficult. Door-to-door sales bring national and international brands to many Brazilian consumers and have embedded a huge range of products into their beauty rituals. Independent vendors also go door-to-door in small vans, selling un-branded detergents, fabric conditioners and all-purpose cleaners. Products may be basic, but there is a choice of fragrance; lavender, soft rose or fennel, are both familiar and popular. Laundry innovation is changing habits

Powder detergents are still the main format in Brazil but, with increasing demand for convenience, the market for liquids is growing and may soon be ready for tablets. As the market gets more sophisticated, stain removal is evolving from a scrub with a laundry bar to the use of stain removal additives. Value for money, performance and fragrance are all very important factors in choosing products.

Fragrances have evolved from functional to experiential outdoor notes with long-lasting freshness proving popular. There are many huge local brands with iconic fragrances that are strongly associated with laundry freshness. For the scent-seeking Brazilians, fabric softener is a prime fragrance carrier. Ready to use, diluted softener liquids are most popular but there is a noticeable growth in concentrated product formats and with their love of fragrance new technologies that deliver will be welcome.

Historically, functional fragrances like Florida Water and Tiger Balm were preferred for personal scenting. Today advertising is driving fine fragrance sales to the new – and booming – aspirational middle classes in Shanghai and Beijing. As a result, personal and homecare products are enjoying a rapid yearly growth rate at 7.5% and 8.1% respectively from 2008 to 2013. (Source: Euromonitor). Fresh and understated scents rule

Laundry, as ever, is all about cleanliness and freshness. Floral fruity scents with a natural and clean feeling are favoured but, again, the most desired scent is ‘sunshine freshness’. This is due to the belief that sunshine kills germs, making sun-dried laundry the ultimate fresh, clean experience. Traditional hand washing is still the most common laundering method, but washing machines are increasingly present in city homes. Liquid detergent use is increasing. In our 2013 study, 87% of urban Chinese consumers told us they usually used liquid detergent, followed by 60% using powder and 44% preferring bar soap. They also told us that fragrance is very important to them when purchasing new liquid detergent products.