Proctor and Gamble 2011 Annual Report Download - page 20

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“P&G has not only brought innovative
brands to the Brazilian market. We’ve
innovated in the way we communicate
with our consumers. We’re bringing
elements of the Brazilian passion to
our communication.”
Michele Colombo, Corporate Communications and
Reputation Manager, P&G Brazil
The beauty and warmth of everyday life in Brazil is inspiring.
The people of Brazil are open to new ideas. They are wonderfully
expressive. They are warm, welcoming and hospitable. Quality
family time is a strong value that runs deep in Brazilian households.
At the same time, Brazilian women are among the most beauty-
conscious in the world, and are passionate about their appearance.
Approaching a quarter of a century in the country—and with a
lot of room to grow —P&G’s Brazil business has made great
strides to understand what matters most to the people of Brazil
in order to provide brands that improve their everyday lives.
In 2010 alone, we expanded four of our trusted P&G brands into
the Brazilian market for the very first time— Head & Shoulders,
Naturella, Olay and Febreze. In the years leading up to 2010, we
introduced Ariel Liquid Detergent, Gillette, Oral-B toothpaste and
Pantene, which have fast become part of the fabric of everyday
life in Brazil. Pantene has become the #2shampoo and conditioner
brand in Brazil—and #1in Rio de Janeiro. Gillette has a more
than 75% share of the Brazilian blades and razors market today.
By simply understanding what matters most to Brazilians and
bringing them brands that improve their everyday lives, P&G has
been able to reach more than 70% of the Brazilian people, with
sevenfold growth in a single decade and strong double-digit
growth in 2011.
18 The Procter & Gamble Company
Brazil: Improving More Lives
with More P&G Brands