There’s more to the Brazilian hair care scene than supermodels and blowouts. The largest country in South America is cursed by high humidity in many regions, and that can wreak havoc with hair. Conversely, Brazil is blessed with an abundance of natural resources that can tame frizz and render beautiful locks. Brazil’s bounty is wrapped up and neatly packaged in Cadiveu America, a brand born in Brazil, but one that debuted in the US last year in the Northeast and online at CadiveuAmerica.com.
 
Developed and launched in Brazil back in 2008 by Claudia Alacantara, the Cadiveu Professional brand uses natural ingredients and innovative green technologies so consumers can get the hair they have always wanted. Cadiveu is an eco-friendly company that contributes to waste reduction and produces 100% recyclable packaging. The company also never tests on animals.
 
The company made its first foray into the US two years ago and while Alacantara admits that the US hair care market is already saturated with product offerings, she is convinced her company has something new for women.
 
“Our various product lines catering a wide variety of both consumers and professionals, we’ve been able to build our brand effectively throughout the US,” she told Happi.com
 
That’s because Cadiveu offers some novel products and technology. For example, many of the products are also made with innovative green technology.  One example is the creation of the first treatment with Sugarcane Cysteine technology to make hair straight. The treatment was featured among the top three GreenBest Awards (2011), according to Alacantara.
 
The company sources raw materials from a growing list of suppliers. Alacantara personally evaluates all ingredients with universities and colleges in Brazil. In fact, she is so confident in the company’s technology, that Alacantara sees clear skies ahead.
 
“Cadiveu does not have any direct competition so to speak,” she insisted. “As a global company, we have created a home care/maintenance line to address what we see as the needs for women in today’s market. There are many other brands out there whose main focus is singular.”
 
 
The Lineup
 
The Cadiveu Professional’s extensive product offerings include:
 
• Plástica dos Fios (Hair Plastic Surgery). Whether de-frizzing your mane or getting hair that is as smooth as glass, Plástica dos Fios is the perfectly customizable solution for those who want hair as straight as they want.
 
• Platinum Therapy. Exclusively formulated for blondes, this collection helps smooth hair and prevent brassiness and fading.
 
• Glamour Plus. The perfect solution for brunette hair smoothing, Glamour Plus contains sugar cystienes that penetrate the hair fiber to strengthen and nourish each strand.
 
• Plástica de Argila (“Hair Botox”). Plástica de Argila helps control dull, frizzy, or limp hair.  The unique combination of ingredients works root to tip to repair and restore the natural shine and luster of every strand of hair.
 
• Glamour. Perfect for those with color or chemically-treated hair, the Glamour system helps restore natural health and shine. It is a daily-use maintenance system to protect against harmful environmental stresses.
 
• Bossa Nova. Define and de-frizz your waves or curls with the Bossa Nova system.  The leave-in treatment made with palm oil deeply hydrates and nourishes creating beautifully defined frizz-free curls after just one use.
 
• Açaí Oil. Made for all hair types and textures, the Açaí Natural Treatment Therapy oil helps nourish and strengthen fragile or damaged hair.  Get smooth, radiant hair with this weightless formula.
 
• Detox. Healthy hair starts with a healthy scalp.  The Detox hair system is the ultimate treatment for any woman¹s hair and scalp. Detoxify, remove impurities, and nourish with the arsenal of therapeutic treatments in this system.
 
Cadiveu offers both in-salon and at-home product extensions for every hair type and texture, according to the company. The at-home products, which are affordable and easy to us, range from $15.00 to $40.00 per item. 
 

Who’s Buying?
 
In addition to Brazil and the US, products are available in Uruguay, Colombia and Chile. And while the salon is its primary market, at those prices, Alacantarainsists that Cadiveu products are within every woman’s reach.
 
“She is between the ages of 21 and 55. She takes care of her hair. She is middle to upper class.  She can be the working city professional or the suburban stay-at-home mom,” explained Alacantara. “Consumers choose our brand because we offer a wide array of products for different types and textures at affordable prices.”
 
To get the word out about the benefits of Cadiveu, the company utilizes a fully-integrated marketing strategy. 
 
“We do a lot of social media engagement, celebrity outreach, VIP events, blogger relations, publicity, along with some trade advertising,” she explained.  
 
It’s all part of a global strategy.
 
“The next step is to continue to expand the brand internationally,” said Alacantara. “We are in the process of revamping all of our marketing materials, messaging points, and market positioning. Right now, we are only focusing on the hair care segment in Brazil, the US, Europe and Asia.”