Thus the brand has entered into an arrangement to distribute its 100 percent vegan products in Brazil with initial focus on the country’s two largest markets, Rio de Janeiro and Sao Paulo.
“There is a highly receptive market for our vegan products and innovations [on this market] because of our longstanding focus on health and beauty.”
The company also points to Euromonitor, who in 2010 reported Brazilians spent $7.9 billion dollars on the sector comprised of toiletries, perfumes and cosmetics, in second place behind the United States.
Expansion
Known for its professional formaldehyde-free, keratin-free and fragrance free hair products, the company has also announced its international intentions are to provide product innovation to benefit the beauty industry, in safer and healthier ways.
“We see many possibilities in this alliance. Brazil is not only South America’s largest country, but an important trendsetting hub for beauty, good health and natural products,” says CEO Steve Sauté.
Zerran liststhe importance Brazilians place on their personal appearance and the emergence of more educated and wealthier woman seeking innovative solutions to daily beauty regimens as reasons for the thriving cosmetics sector in Brazil.
Products
Zerran has recently launched its newest product, a water-soluble shield Resistance Protective Crème, said to protect the scalp and skin during chemical processes.
The crème creates a unique zone of selection, allowing the color, perm, bleach or relaxer to work on hair exactly where applied, yet being repelled wherever the crème protects the skin.
Back in March, the company introduced its RealLisse vegan hair smoothing system for the European market, at Cosmoprof Bologna.
The RealLisse brand aims to introduce vegan proteins from wheat, corn and oats to the hair shaft and is pH balanced without irritating fumes and harsh chemicals, eliminating frizz and reducing unwanted curl and unruly volume.
Then, Grant Samples, Zerran director of distributor operations said; “Today the world is a much smaller place and Cosmoprof provides the opportunity for us to strengthen existing international ties and broaden awareness of our unique focus in markets such as the European Union (EU), the Mediterranean and Asia.”