Grupo Boticário joins forces with P&G for the launch of the first baby care line of Pampers in the world.
Pampers is a brand that integrates the P&G Group and now expands baby care portfolio introduzing 13 new items focused on body and bath.
Managed by Grupo Boticário, the line plays an importante role on the strategy to strengthen the Group’s B2B channel, which should grow 107% by the end of this year, in addition to targeting presence in more than 36 thousand points of sale in the first year.
The new products will reach Brazilian pharmacies and supermarkets starting in September and are part of a market with accelerated growth, responsible for moving BRL 4.5 billion in 2022 and which is projected to reach BRL 5.2 billion by 2025, according to Kantar data (updated as per IGBM FY2022).
With this novelty, the partnership is expected to reach more than 36 thousand points of sale in the B2B channel in the first year, contributing to the strengthening of this important business front of Grupo Boticário, whose sales increased 60% in 2022 and should grow 107 % by the end of this year.
The management of the new line will be conducted by Grupo Boticário, a 100% Brazilian company founded over 46 years ago and which is currently present in over 50 countries, with more than 4,000 brick-and-mortar stores. As with its other licensed brands, such as Australian Gold, sun protection, the company will be responsible for the development, production, distribution and sales of the products in the national territory, both in B2B (pharmacies and supermarkets throughout the country) and e-commerce channels, including the e-commerce and marketplace Beleza na Web, also a company from Grupo Boticário.
In the portfolio, consumers will find 13 products for body care (repairing cream, babytopia lotion, moisturizing oil and moisturizing lotion), hair care (shampoo and conditioner) and bath (liquid soap). The new line is 100% hypoallergenic, developed for all skin types, including the most sensitive ones, and safe to use from the first days of life.
In line with the pillars of Grupo Boticário, which in 2022 won the title of the sixth most sustainable cosmetics company on the planet, according to the DowJones Sustainability Index, the products were developed with up to 98% natural ingredients (calculation of ingredients of natural based on ISO 16128. Check the percentage on the packaging of each product).
“Incorporating the new Pampers baby care division into our portfolio of licensed brands meets the consumer trends in the beauty and care market and represents yet another strategic move by Grupo Boticário, which has been treading a consistent path around the pillars of innovation, technology and experience. This partnership also reinforces our strength in the B2B market, which is a very relevant business front for us to continue building the beauty ecosystem strategy”, says Renata Gomide, VP of Consumer at Grupo Boticário. The products have a formula proven by efficacy tests, which do not include any animal process in its entire chain, and are recommended by pediatricians and dermatologists.
“The new line adds the strength and expertise of Pampers in the children’s market, as the brand is recognized as the first choice of hospitals, parents and influencers, to the reference and trust conquered by Grupo Boticário, which brings together a robust portfolio of brands, offering high quality products, carefully designed from the choice of ingredients and creation of new formulas in state-of-the-art laboratories, to the logistics process that allows distribution throughout Brazil through stores, resale and e-mail. commerce”, he adds.
The first Pampers baby care line arrives to add to market trends, bringing more convenience and safety in relation to child care. Another highlight of the category is the fragrance of the products, which is mild and enhances the natural smell of the baby, called by the brand as ‘smell of fold’.