In this LATAM Beauty Brands Profile, we asked Mintel to delve into its Global New Products Database to help us discover some of the most eye-catching recent launches focusing on this aspect of the category.
Mintel beauty and personal care analyst Alison Gaither picked out a small selection of the latest launches in the region, choosing products that highlight specific trends within the category.
Take a look at the gallery
The four products selected for this LATAM Beauty Brands Profile can be viewed by clicking on the photo gallery above, then flicking through to see the images of the products and the commentary from Alison.
The products include Lola Cosmetics Chamomile Shampoo, Lea Nature So'Bio Etic Karite Conditioner, Inoar Virgin Coconut Oil Hair Treatment and Surya Brasil Frutas da Natureza Amla, Guaraná & Melão Shampoo.
Although each of the launches are very different when it comes to the type of consumer they are targeting and the type of hair care claims, there are also some unifying trends that they all highlight.
About the claims
The four products carry claims such as the every popular clean beauty, environmentally friendly, natural and sustainably sourced ingredients and eco-friendly packaging.
Interestingly, Alison notes that one of the most pervasive claims for natural cosmetic and beauty products in the region is eco-friendly packaging, something consumers there are really looking out for these days.
Inoar Oleo de Coco Óleo de Coco Virgem (Brazil) is 100% natural, contains healthy coconut pulp. This product is innovative to the region because of its versatility and environmentally friendly claims.
Surya Brasil Frutas da Natureza Amla, Guaraná & Melão Shampoo (Brazil) isn’t an all-natural product; however, the product takes a clean approach. The vegan product makes various free-from ingredient claims on pack, even highlighting the BPA-free packaging materials. According to Mintel GNPD, clean ingredients plus recyclable packaging appears to be the most common trend in this category.
Léa Nature So'Bio Étic Karité Acondicionador con Manteca de Karité (Mexico) is made with shea butter and argan ceramides. Again, we see this product features a biodegradable formula and the packaging is made from vegetable plastic. Besides a plethora of free-from claims, the brand features a number of environmentally friendly claims such as sustainable resources, environmentally friendly product/packaging, and biodegradable.
Lola Cosmetics (Brazil) is known for its fun packaging and campaigns. The shampoo has a number of free-from claims, including cruelty-free, gluten-free, paraben free, sulfate/sulphate free, vegan, GMO free and petroleum free. The cherry on top is the recyclable packaging. Recyclable or biodegradable packaging claims stand out as a key trend among natural hair brands in Latin America.
