The beauty industry just keeps on growing. Between 2009 and 2018, the beauty segment registered an increase of 4.1% according to data from the Brazilian Association of the Personal Hygiene, Perfumery and Cosmetics Industry (ABIHPEC). Brazil is the fourth largest beauty market in the world, coming behind only the United States, China and Japan. In Latin America, Brazil represents almost half of the segment consumers. The beauty segment also generates direct and indirect employment throughout the chain - from manufacturing to services, such as manicurists, beauticians and hairdressers.
Drugstore sales, a great barometer of business in the beauty market, also supports this thesis. According to a survey by the Brazilian Association of Pharmacy and Drugstore Chains (Abrafarma), so-called non-medication items, which consist of cosmetics, perfumes and personal care products, account for 32% of the R$ 46 billion in revenues of drugstores in Brazil.
With an eye on this expanding market, Tramontina has launched its first line of professional and household hair, face and nail items. Developed from a survey of 36 establishments in eight cities across the country and 20 beauty professionals, the stainless steel and chrome-plated carbon steel items meet the specific needs of hairdressers, beauticians and those who are interested in body care. Among the actions to boost brand awareness, kits were sent out to influencers, and press releases were sent to the national press and media connected to business, lifestyle and beauty.
For the hair line, the brand introduced six professional stainless steel scissors, in glossy and matte finish, which are available in several models: thinning edge, laser-cut micro-serrated edge, and smooth razor edge. For the face line, there are two versions of tweezers: straight tips, to remove hair in quantity, and slanted tips, ideal for shaping eyebrows. All items are made of stainless steel with non-slip texture for firmer grip.
For nails, the line offers nippers and nail clippers, cuticle pushers/scrapers to remove cuticles and nail cleaners - all in stainless steel.
Glass nail file
One of the highlights of the line is the glass nail file, a patented product developed by a chemical process, not blasting, which provides durability against wear and tear and a smooth finish.
There are also three types of stainless steel nail scissors, one with rounded tips for baby nails and hair, and two versions of chrome-plated carbon steel nail clippers, including the 5.4 cm pocket version, which completes the items.
This growth phenomenon is not just in Brazil or among the female population. Data from Euromonitor International, which compiles information from 80 countries, indicates that men are expected to propel much of the growth in the coming years. From 2013 to 2018, the Brazilian male beauty and personal care market has doubled and is expected to surpass the USA, which has the largest such market to date. The global beauty market is expected to generate more than US$ 800 billion by 2024 (US$ 500 billion this year).
