P&G arrived in Brazil in 1988 with the acquisition of Perfumarias Phebo SA, a traditional glycerin-based soaps factory in Brazil. The date marks an important milestone in the history of the world's largest consumer goods company: entry into a market that had been monopolized by competitors for years. At the time, the competitors together held more than 80% of market share in the segment of disposable diapers and menstrual pads.
The year 1997 not only marked the launch of Always menstrual pads and Ariel, Ace and Bold washing powders, but also saw the beginning of a revolution in the segment of cleaning products in Brazil thanks to strong P&G investments in research, marketing and in the expansion of its manufacturing facilities. Two factories in the country (located in Salvador, Bahia, and in Anchieta highway, in São Paulo) began to be directed to this particular portfolio. Two other units, located in Louveira (SP) and in Rio de Janeiro (RJ), began producing the lines of feminine protection, baby, beauty and home care. Since then, total sales of P&G products grew in geometric progression.
For P&G, growing in a sustainable way means strengthening and expanding its own portfolio. In addition to frequent investments in innovation, the acquisition of other companies that help to diversify the company's operations is always under consideration. In 2005, Gillette joined the largest consumer goods industry in the world. In addition to leveraging P&G’s business, the merger of the two organizations brought a huge diversity of talent, helping make the organization even more productive, competitive and differentiated.
Over its 27 years of operation in Brazil, the company has invested millions of dollars in the country to develop high added-value products. Currently, the Brazilian subsidiary has about 5,000 employees in various units in the country: besides the general office in São Paulo, P&G has several plants, distribution centers and sales offices all over the country.