Panel SA: Brazilian spends more on shampoo and boosts sales of German Wella

Brazil became the scene of a dispute in beauty salons during the pandemic and, today, with the resumption of activities, Wella Company won. The company, which already held the leadership in the coloring segment, also moved ahead in the sale of shampoos, conditioners and oils, the so-called capillary treatment line.

Data from Kline, a consultancy that monitors the beauty market, in 2015, Wella held less than 7% of sales in that line. Now it holds 18.8%. This performance made the country move to the second position considering the company’s global sales in this product category.

This occurred because, with social isolation, Wella started to promote its hair care products through influencers and hairdressers on social networks. It also stimulated internet sales.

“Brazilians consider hair one of the items of beauty”, said the president of the company in Brazil, Nathalie De Gouveia. “Being beautiful is also having well-groomed hair.” In addition, the company intensified the offer of online training. More than 80,000 have graduated from Wella.

“It’s not just about showing how to work with our products to get better results”, stated Nathalie. “We teach the best techniques for cutting hair, doing treatments, regardless of the brand.”

According to Gouveia, this movement made Brazil climb positions. It is already the fourth largest billing of the group. The company does not reveal numbers.

However, the weight was so great that she started reporting directly to the company’s global CEO. “No product is launched in the world without Brazil’s approval,” she said. “What works here will work elsewhere.”