Olay Brazil Fact Sheet

latest innovations
Olay has launched in Brazil, making the beauty care products available to
nearly 100 million Brazilian women and introducing Olay into one of the largest
remaining untapped Beauty Care markets for the brand. The launch also rounds
out the company’s Beauty portfolio in Brazil, which is expected to become a key
market for Olay.
Shown to work better than prestige brands, Olay products
bring advanced, affordable skin care to women in a country
where beauty care is an important ritual:
• Brazilian women will be able to experience Olay
products in store while receiving counseling
from beauty experts.
• The line-up in Brazil includes five boutiques:
–
Regenerist anti-aging skin care products
renew skin’s outer layer one cell at a time
and help regenerate skin’s appearance
without drastic measures.
–
Complete moisturizers provide all-day
UVA/UVB skin protection for healthy and
beautiful skin.
–
Basic cleansers gently clean and remove
makeup, even waterproof mascara.
• Olay ambassadors and spokespersons for Brazil
are Fernanda Lima, a 33-year-old actress, model
and TV host; and Christiane Torloni, a 53-year-old
actress from Brazil’s largest television network.
–
Total Effects 7-in-1 anti-aging therapies
have an exclusive VitaNiacin formula that
out-moisturizes several leading department
store products and is proven effective in
fighting seven signs of aging.
–
Anti-Wrinkle helps delay the appearance of
the first lines and wrinkles.
pginnovation.com
About the Brazilian Market:
Availability:
• Brazil is the world’s third largest beauty market,
Olay launched in Brazil in November 2010 and is
available in pharmacies and perfumeries nationwide
and online at www.americanas.com.br.
behind only Japan and the US.
• With an estimated size of $28 billion in retail sales
in Female beauty and +$2 billion in skin care,
Brazil is one of the largest and fastest-growing
markets globally.
• Three metropolitan areas--Sao Paulo, Rio de
Janeiro and Belo Horizonte--account for around
20% of the total Brazil population.
• Door-to-door sales is the single most important
trade channel for skin care, representing more
than 65% of category sales. Approximately two
million sales consultants work for the two leading
brands: US-based Avon and Brazil-based Natura.
• Approximately 20% of skin care sales are through
pharmacy chains, perfumeries and food channels.
In food and drug, the main competitors are
L’Oreal, Beiersdorf and Johnson & Johnson.
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Contacts
Gabriela Onofre
P&G External Relations
onofre.gm@pg.com
Aline Almeida
Ketchum Digital –
Brasil (PR Agency)
aline.almeida@ketchum.com.br
14/12/10 16:23