As the market throughout the region shows increasing signs of maturity, there is a definite shift towards more targeted and segmented products that tap into the specific needs of Latin American consumers, as well as the trend towards more natural hair styles.
Analysts at Mintel have tapped into the company Global New Product Database (GNPD) to bring you a selection of hair care products that tap into consumer concerns that include moisturization, damage repair, hair regrowth, scalp care and overnight treatments.
In this photo gallery Mintel and Cosmetics Design have picked out nine of the most interesting product launches to incorporate this trend, launched in various countries across the region in the past few months.
Natural hair care, scalp treatments and targeting curls
Tapping into the trend for natural hair care and styling are Soul Power Bomb Force Mask, which is focused on different types of curly hair, while Tutanat Detox Rehabilitation Hair Moisturizer features the slogan "free yourself from Chemicals.
The Fina Flor brand is a brand new line out of Brazil that features a collection of hair care products targeting women who want an alternative to hair care products that include harsh chemicals. It includes a transition kit that aims to help women make the shift to a more natural hair style.
Hair loss is a growing consumer concern worldwide that Latin American brands are also tapping into. The gallery details the Viv Organik Keratin, tea tree oil and aloe treatment that is said to strengthen hair and prevent loss.
This product has been launched in Brazil and is said to resonate with consumers because it identifies hair treatment according to curl type, while also claiming to help individuals who are transitioning to a natural look.
Also launched in Brazil, where the trend for natural hair styles has really taken off, this line features the slogan 'free yourself from chemicals' to emphasize that the formulation is also natural-based, while also claiming to be nourishing and hydrating.
Launched by Brazilian company Bioclass de Cosmeticos, the Fina Flor brand is a dedicated comprehensive hair care collection targeting women that also want to avoid harsh chemicals and go natural. It includes a hair transition kit that comprises a shampoo, condition, leave-in conditioner, base maske, day after spray, hydration additive, nutrition additive and reconstruction additive.
Launched in Mexico, the Viv Oranik Keratin & Tea Tree Oil Energizing Shampoo is made with natural Brazilian Keratin, as we as goji fruit, aloe, cucumber and avocado, while claiming to strengthen and prevent hair loss and follicle damage.
Another line launched in the all-important Brazil market, Salon Line Maria Natureza range is a free-from range with vegan credentials that is based on the company's Bio 360 formula, which is created using green tea, chia and trehalose.
From Argentina, the Hannah Collins System 3 Detox is a line of three products consisting of a shampoo, conditioner and treatment that uses micellar technology to deeply cleanse and remove impurities from both the scalp and the hair.
Devintex Cosmeticos of Brazil is the name behind the Salon Line Maria Natureza brand, which promotes free-from and vegan claims, together with an extensive range of natural ingredients. The shampoo, conditioner and treatments also include a Bio 360 that incorporated green tea, chia and trehalose to provide protection from pollution.
Marketed with the interesting claim of being a hair makeup removing product, Botica Comercial Farmacuetica taps into the growing trend for temporary hair makeup/color. The Quen Disse, Berenice? brand has been formulated to deep cleanse the hair follicle and scalp of impurities associated with temporary colors.
Meu Liso Salon Line My Smooth is a straightening and relacing moisturising oil designed for intensive overnight use. Launched in Brazil it is especially formulated to help repair chemically treated hair and incorporates aloe vera, collagen and keratin.
