Elida Gibbs is spending $4.2 million on marketing to help it break into a new hair care niche. The cosmetics division of Gessy Lever has spent two years developing the Seda Keraforce shampoo brand for Brazilian black women. The company decided it was not possible to introduce Afro hair products from other countries in part because of Brazil's climate. The four products contain extracts from the plant Keroba, which is native to the Amazonian Forest. The ad campaign created by J. Walter Thompson Co., Sao Paulo includes three TV commercials and a series of ads to run in women's magazines. The ads explore hair and the relationship between couples. Brazil's Afro hair care market has annual sales of $160 million.
Copyright January 2001, Crain Communications Inc.