Unilever Launches New Dove Haircare Line in Brazil: A Strategic Move Amidst Market Challenges

Dove Makes a Splash in Brazil with New Haircare Line

In a bold move nearly a decade in the making, Dove, Unilever’s renowned personal care brand, is set to rejuvenate the Brazilian haircare market with the launch of an extensive new product line. This rollout marks Unilever’s largest investment in Brazil to date, encompassing both production and marketing efforts.

While the exact financial commitment remains undisclosed, Unilever has revealed that this initiative is part of a global strategy initiated two years ago, aiming to invest €1 billion in research and development, alongside the establishment of a new fragrance bank.

The marketing campaign for the new Dove Hair line is as ambitious as the product itself, featuring television advertisements, strategic product placements in the popular TV Globo soap opera “Vale Tudo,” and a robust presence on social media and street furniture promotions.

Mariana Martins, Unilever’s Chief Marketing Officer, emphasized the significance of Brazil in the haircare landscape. “The country is very important in the haircare universe,” she stated, highlighting the diverse hair types and the meticulous care Brazilian consumers invest in their hair.

This launch comes at a pivotal time for Unilever, which recently reported a 4.6% decline in revenue to €15.4 billion in the second quarter, despite a 1.8% increase in product volume sold. The company is currently undergoing a restructuring phase following the unexpected departure of CEO Hein Schumacher in February. Veteran CFO Fernando Fernandez, who previously led Unilever’s Brazilian operations, has stepped into the CEO role, steering the company towards improved performance and cost-cutting measures.

The new Dove Hair line boasts an impressive 64 distinct products, meticulously tailored to meet Brazilian consumers’ preferences for texture and fragrance. Martins explained the critical importance of scent in the Brazilian market, noting that “the wrong scent can ‘kill’ the product on the shelf,” as consumers often open jars to smell the product—a practice less common in other regions.

To ensure the right fragrances, Unilever has invested over €100 million in a fragrance bank based in the U.K., with specialists worldwide, including Brazil, to cater to regional tastes. Over the past two years, the company has also allocated more than €900 million to R&D, securing over 20,000 formula patents.

Unilever’s global R&D network comprises 5,000 professionals across 60 countries, with a significant innovation center located in Valinhos, São Paulo. This facility not only produces most of Dove’s shampoos and conditioners but also collaborates with partners for additional production.

The launch of the Dove Hair line aligns with evolving beauty trends in Brazil, where the desire for straight hair is giving way to a celebration of diverse styles and natural curls. “Consumers are looking for the freedom to move between different styles—natural, straight, curly—requiring products that allow this flexibility and hair transitions,” Martins noted.

As Dove prepares to make waves in the Brazilian market, the brand is poised to meet the unique needs of consumers, reinforcing its commitment to innovation and inclusivity in haircare.