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Inside Brazil: Brazil Set to Become Second Largest Beauty Market

By: Fernanda Bonifacio
Posted: April 7, 2009, from the April 2009 issue of GCI Magazine.

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Elizabeth Arden’s products will reenter Brazil in 2009 under the administration of a new importer, Sigma do Brasil, part of the Swiss selective distribution group Weitnauer. The company is planning to introduce cosmetics and fragrances in approximately 200 prestige points of sale in São Paulo, Rio de Janeiro and other southeastern cities.

Walter Marcantoni, business development manager, Elizabeth Arden, believes Brazil has been widely expanding selective channels, which attracts high-end brands to meet sophisticated customers’ demands.

Aroma do Campo Acquires Vita-A

Aroma do Campo, which has operated in the Brazilian market for more than two decades, has announced the acquisition of the hair care and hair coloring manufacturer Vita-A. The brand’s commercial team will be maintained, and all products will be incorporated into Aroma do Campo’s lines. The purchase was estimated at $14.34 million.

Farmais Foresees Growth in Summer Sales

With more than 500 stores in the south, southeast and midwest regions of Brazil, drugstore chain Farmais estimates a growth of 40% in perfumery and cosmetics sales during summer 2009. Growth will be driven by sunscreen and tanning lotions, hair lighteners, moisturizers and depilatories. Director Paulo Shima believes coastal cities can show even better performance.

Cimed Launches Cosmetics Lines

Cimed—Brazil’s fifth largest pharmaceutical company, in terms of units sold—entered the personal care market with three lines of products: sunscreen lotions, intimate wash and repellents.