Mother’s Day – Personal care
PRODUCTS TO INCREASE SELF-ESTEEM
With technology that preserves hair health, styling brushes and hairdryers are part of a category that brings positive results to retail.
by Mauricio Chiotti
Mother’s Day is strategic for the marketing of products related to personal care. “It is one of the most important dates for the segment. Sales of items such as drying brushes and hairdryers, for example, increase by approximately 30%. This year, sales will be even higher due to the new developments and the recovery of the economy”, says Cristiane Clausen, executive director at Britânia.
Companies estimate a 30% increase in sales in 2024 compared to the Mother’s Day period last year.
The motivation for purchasing goes beyond vanity, it also involves the search for savings and quality, says Flávia Almeida, head of marketing at Philips Personal Care. “People who value hair care look for products that not only meet aesthetic demands, but also offer high technical performance. With our products, we want to provide high performance, effective treatment, and exceptional results.”
Current products, with more embedded technology, which preserves healthy hair, give women more autonomy in their daily lives and contribute greatly to increased sales. “Our expectation for 2024 is to continue with double-digit growth in sales compared to the average achieved last year”, says Julia Barolo, product manager for Mondial’s personal care line.
Mothers’ day is significant for the company, says Kedma Almeida Vieira, account, and trade marketing manager at Mallory. “It’s an excellent opportunity to launch products. We are excited to present six innovations that promise to delight our customers and consumers.”
Mother’s Day is one of the best dates to boost sales of products in the personal care category.
Bem-estar em 1º lugar
Well-being comes first
Feeling good is what everyone needs, this is not vanity, says Moisés Botelho, marketing manager at Agratto. “Often, all a person needs is well-cared for hair to improve their self-esteem, and our line of products is ready to bring exactly that.” The company estimates an increase of up to 30% in sales of these items on Mother’s Day this year compared to the same period in 2023.
“Mothers need to have this moment of self-esteem, every woman likes to feel vain, and we believe that the thoughts of those who give gifts go in this direction. Therefore, retailers need to be supplied with the best options that offer technology and good cost x benefit”, says Maria Cristina da Matta, commercial vice-president at Philco.
Choosing hairdryers for the date means combining beauty, practicality, and versatility with good value for money in a single gift. “This explains the growing popularity of the category. The increase in sales is significant, mainly reflecting the constant search for practical and giftable solutions. The expectation, in 2024, is to maintain this momentum, meeting growing demand with innovative products”, explains Bruno Pereira, brand manager at NewellBands, which owns the Cadence brand. Options for retail are below.
AGRATTO
Its Della hairdryer, with 1,900 W, has three temperature levels and two speeds. The cold air jet and nozzle for different drying styles guarantee professional results. It has a 175 cm cable, is practical to use and combines power with versatility.
Another suggestion from the brand is the Della 1,200 W rotating brush. It features Tourmaline Ion technology and ceramic plates, which reduces frizz and adds shine to the hair. It has two rotation speeds, two directions of rotation, two heating powers, a 360º cable measuring 185 cm and mixed bristles that guarantee ease of use.
Della hairdryer 1,900 W – Suggested price on 01/31/2024: BRL 109.00.
Della rotating brush 1,200 W– Suggested price on 01/31/2024: BRL 219.90.
BRITÂNIA
The brand’s BES26SR dryer brush, with 1,300 W of power, is bivolt. It is a 4 in 1 model, as it dries, straightens, models, and adds volume to the hair. It has double bristles of different sizes and types, adapting to all hair types. The product is innovative on the market, highlights the company, as its removable round head can only be used as a dryer.
Another product for the date is the BSC2200 hairdryer, which offers 2,100 W of power and superior performance. With six temperature combinations and cold air jet for finishing, it has onboard technologies, such as Tourmaline Ion, which helps close the hair cuticles and reduce frizz.
BES26SR dryer brush
BSC2200 hairdryer
CADENCE
It presents the Cadence Tô Pront@ drying brush (ESC710), 4 in 1, which dries, straightens, models, and brushes hair. It has three temperature options, 1,200 W power, tourmaline ion technology and mixed bristles, which prevent frizz.
Another suggestion from the brand is the Cadence Uau drying brush (ESC800), with an innovative, ergonomic, and compact design. It is detachable, therefore easy to transport, and comes with a vertical drying nozzle. It has three temperatures, two speeds, 1,200 W power, mixed bristles, and tourmaline ions, which provide better results for the hair.
Cadence Tô Pront@ drying brush (ESC710) – Suggested price on 02/1/2024: BRL 199.90.
Cadence Uau dryer brush (ESC800) – Suggested price on 02/1/2024: BRL 239.90.
MALLORY
Highlights the Sublime Liss brush, which combines efficiency with good cost benefit. With an ergonomic design, it dries and straightens hair. The product has 1,200 W of power and mixed double-height bristles, which provide greater traction and shine during the straightening process. It offers practicality and agility in hair care, informs the company.
Sublime Liss drying brush – Suggested price on 01/29/2024: BRL 210.00.
MONDIAL
For the date, his suggestion is the Infra Red Mondial ES-01-IR drying brush, with 1,200 W of power and InfraRed technology, which emits waves that act on the strands from the inside out, accelerating drying and protecting the hair. It has resistant and durable double bristles to straighten and shape hair and comes with a support, offering more practicality.
Another product is the Quatro Elementos Mondial by Juliette line hairdryer, with AC motor, 2,000 W of power, 2.5 m cable and curl diffuser. It features an innovative coating composed of ceramic, titanium, tourmaline, and Nano Silver, which work together to preserve the health of the hair and free it from frizz. It is available in Oliva, Golden Rose, and Colors, which is the most recent launch.
InfraRed Mondial ES-01-IR drying brush – Suggested price on 01/19/2024: BRL 239.90.
Hairdryer By Juliette SCP-JU-03 – Suggested price on 01/19/2024: BRL 299.90.
PHILCO
Launches the PSA3250 hairdryer, which has a 2,100 W professional AC motor, ensuring high performance and fast drying. It has two speeds, three temperatures, cold air jet and tourmaline technology. The 1.8 m cord provides greater freedom of movement, while the modern design and concentrator nozzle make drying your hair easier.
Another product is the PES19SG Multifunction dryer brush. With 1,300 W of power, it comes with three interchangeable accessories: oval brush nozzle, round brush nozzle and hair dryer. It has two temperatures, two speeds and a cold air jet. The product is dual voltage.
PSA3250 hair dryer
Multifunction drying brush PES19SG
PHILIPS
The AutoCurler MoistureProtect (BHB878/30) from the Prestige line is a smart curling iron. It has a ceramic styling cylinder with keratin to ensure greater hydration of the hair. It continuously adapts to the temperature according to the hair’s needs, preventing dehydration and damage to the cuticles. It has three temperature, time, and curl direction settings, and up to 27 styling options. Negative ion treatment eliminates static electricity. It has a two-year warranty.
Another suggestion is the Philips Essential hairdryer (BHC010) from the Essential line. Compact and portable, it has Thermo Protect technology, which provides the ideal temperature for quick drying, maintaining the hair’s natural moisture level. It has a cold air jet, a folding handle for easier handling, a removable concentrator nozzle and three temperature levels.
AutoCurler MoistureProtect (BHB878/30) – Suggested price on 02/1/2024: BRL 1,049.90.
Philips Essential hairdryer (BHC010) – Suggested price on 02/1/2024: BRL 139.90.
Source: Eletrolar News Ed. 159 – Especial Presidentes