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Lower Middle Class Largest Consumer of Cosmetics in Brazil

By: Fernanda Bonifacio
Posted: April 7, 2011, from the April 2011 issue of GCI Magazine.

page 4 of 4

With expectations that Brazil will exceed Japan in cosmetic sales in 2011, L’Occitane forecasts an increase of 400% over the next three years. In addition to opening new stores, the company plans to invest in midsize cities, expand its e-commerce strategy and start distributing its products in 500 new luxury pharmacies.

“Our aim is for Brazil to become a large distribution center for South America,” said Anna Chaia, executive director, L’Occitane Brasil. In December 2010, the store located at Iguatemi Shopping Mall in São Paulo, registered the highest turnover among the 1,500 points of sale of the brand worldwide. Brazil currently represents L’Occitane’s fifth largest revenue.

Bombril Enters Beauty Market

Famous for its top-selling wire wool since 1948, Bombril is now investing in different lines of consumer goods and promises to enter the beauty market in 2011.

“We will enter the market with two hair care and body care brands, and their launch will be initially concentrated in the states of São Paulo and Rio,” said Marcos Scaldelai, marketing and R&D director, Bombril.

Fernanda Bonifacio is a Brazilian journalist who focuses on the beauty industry, and has been published in the U.S. and Europe. During 2002–2008, she represented ABIHPEC and its member companies globally.