The beauty and warmth of everyday life in Brazil is inspiring. The people of Brazil are open to new ideas. They are wonderfully expressive. They are warm, welcoming and hospitable. Quality family time is a strong value that runs deep in Brazilian households. At the same time, Brazilian women are among the most beauty-conscious in the world, and are passionate about their appearance.
Approaching a quarter of a century in the country—and with a lot of room to grow—P&G’s Brazil business has made great strides to understand what matters most to the people of Brazil in order to provide brands that improve their everyday lives.
In 2010 alone, we expanded four of our trusted P&G brands into the Brazilian market for the very first time—Head & Shoulders, Naturella, Olay and Febreze. In the years leading up to 2010, we introduced Ariel Liquid Detergent, Gillette, Oral-B toothpaste and Pantene, which have fast become part of the fabric of everyday life in Brazil. Pantene has become the #2 shampoo and conditioner brand in Brazil—and #1 in Rio de Janeiro. Gillette has a more than 75% share of the Brazilian blades and razors market today.
By simply understanding what matters most to Brazilians and bringing them brands that improve their everyday lives, P&G has been able to reach more than 70% of the Brazilian people, with sevenfold growth in a single decade and strong double-digit growth in 2011.