SEPPIC, a subsidiary of the Air Liquide group specializing in the design and manufacture of speciality ingredients dedicated to the cosmetic and pharmaceutical markets, has been present in Brazil since 2008, and is now working directly with most local cosmetic brands, including market leaders Natura and O Boticario.
After Paris, Shanghai and New York, the French group’s fourth application laboratory will enable to offer formulas adapted to the specificities of the country. “We will be able to encourage our customers to get a better insight into our products, and help them use them by adapting to their market”, explains André Pereira, Latin America Sales & Marketing Manager at SEPPIC. “There are very different expectations here. For instance, in terms of hair care, and contrary to Europe, people prefer smoothing to volume, and perfumes must be fresh but really lively. As for textures, women consumers tend to favour products with a soft skin feel”.
Already an expert in actives, thickeners and emulsifiers dedicated to skincare, SEPPIC has recently developed a series of products destined for hair care, and identified four major trends in this segment, all of them brought together under the [GC]2 concept. The new launching was presented last April at the latest In Cosmetics trade show in Hamburg, and will no doubt be of a particular importance for this country, which has just been ranked second in the world in terms of hair product sales.
