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Inside Brazil: Beauty Sales Grow 18% in First Half of 2009

By: Fernanda Bonifacio
Posted: October 5, 2009, from the October 2009 issue of GCI Magazine.

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Since 2007, the Brazilian subsidiary has been preparing itself to put in practice a plan to increase its market share. Weleda dropped some high-cost, non-beauty products with limited commercial acceptance from its offerings, which reduced the overall cost of production by 14%. In contrast, new beauty products were added and helped to increase the company’s revenue 6%. Weleda Brasil’s growth target for 2009 is 25%—10% higher than the company’s global goal.

Beauty Point Aims for 60 New Points of Sale

Sales network Beauty Point, created by the wholesaler EBC Atacado de Cosméticos and its associates toward strengthening retail brand recognition, expects to add 60 points of sale (to reach 90 beauty outlets) in the greater São Paulo area by June 2010.

The project was launched in April from the union perfumeries and other small retailers. “Beauty Point created a bridge linking the industry and merchants and [providing them another means] to foster their relationship with consumers,” said Murilo Marcacini, manager, Beauty Point. “Our proposal is to offer convenience, variety of products and competitive prices.”

According to Marcacini, the network is expected to reach other Brazilian states soon. “With a large number of points of sale operating with the same quality under the same brand, we will be able to solve retailers’ main problems and strengthen the sector,” Marcacini said.

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.