Grupo Boticário Launches the First Pampers Toiletries Line for Baby Care in the World, in Partnership with P&G
Sales leader in the pharma channel in the non-drugs category*, 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.
São Paulo, September 2023 – Grupo Boticário, one of the largest beauty groups in the world, joins forces with P&G, one of the world’s leading manufacturers of consumer goods, for the unprecedented launch in the world of the first baby care line of Pampers®*. 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’. Product prices start at R$24.90 and can go up to R$46.90.
About Grupo Boticário
One of the largest beauty groups in the world, Grupo Boticário is a Brazilian company present in 50 countries. He owns the brands O Boticário, Eudora, Quem Disse, Berenice?; BeautyBox, Vult, O.u.i, Dr. JONES, Truss and the Beleza na Web marketplace, in addition to working with licensed products such as Australian Gold and its division for the B2B market. This interaction between different brands, assets, platforms, network of franchisees, sales representatives, distributors, retailers, sellers and suppliers make the beauty ecosystem of Grupo Boticário, which also offers digital business management solutions for the Brazilian retail through its brands Mooz, Casa Magalhães and GAVB. There are more than 15,000 direct employees, with more than 4,000 points of sale in 1,780 Brazilian cities.
Guided by responsible action towards the planet, society and consumers, the company has ESG built into its business model. By 2030, the Group expects to increase the positive impact on society through waste management with the “Uma Beleza de Futuro” platform, which brings together ambitious commitments focused on human and environmental dimensions and our production processes.
The history of Grupo Boticário began in 1977 in a small compounding pharmacy in Paraná and today it combines laboratory, factory, innovation, technology, logistics, marketing and retail, in an ecosystem of 64 thousand points of sales in retail, partners and suppliers. The company also operates on the environmental, social and cultural fronts and also counts on the work of Fundação Grupo Boticário and Instituto Grupo Boticário. Find out more at www.grupoboticario.com.br