Brazil: Unilever launches ‘gourmand’ hair care range with ice cream brand Kibon

Unilever Brasil has announced a collaboration between its hair care brand Seda and its ice cream brand Kibon. The limited-edition Seda by Kibon collection features two new combing creams inspired by two of the most popular frozen treats in Brazil: Chicabon and Frutilly.

The products leverage ‘the gourmandise’ trend – the use of food-inspired fragrances and textures – to create a sensory experience for consumers. Specifically designed for wavy and curly hair, the Seda Chicabon variant offers intense nutrition and high definition, while “Seda Frutilly” focuses on instant hydration. Both products feature 72-hour anti-frizz action, thermal protection up to 230°C and UV protection.

The launch also marks Seda’s official debut on TikTok Shop in Brazil, a strategic move to capture the growing ‘shoppertainment’ market. The brand will hold a special live commerce event on the platform featuring digital creators to engage younger demographics who increasingly use social media for product discovery and direct purchasing.

Commenting on the partnership, Seda marketing manager Carla Forte stated: “We know how much products that awaken affective memory and stimulate the senses generate a connection with consumers. The collab with Kibon was born precisely from this idea of transforming Brazilian icons into a fun, sensory beauty experience full of personality”.

The new products are being rolled out across major retail chains and will be available through Seda’s new TikTok Shop storefront during its inaugural sales event.

Source: Unilever / Meio & Mensagem