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Unilever Brands Among Most Recognized in Brazil

By: Fernanda Bonifacio
Posted: January 5, 2010, from the January 2010 issue of GCI Magazine.

At its São Paulo location, Granado Pharmácias doubled its revenue in the first year of operation.

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“We grew in all social classes, but the highest rate was detected among those with low incomes,” said Jose Vicente Marino, vice president, Natura. According to him, the plan to allocate 8,000 consultants as recruiters and trainers for new consultants contributed to the increase in the sales force and penetration.

New Brazilian Celebrity Fragrance Launched

Jequiti Cosmeticos, a company owned by Brazilian entrepreneur and TV presenter Silvio Santos, launched its new fragrance Elo in partnership with Brazilian singer Claudia Leitte. Available in masculine and feminine versions, the perfume was created by Givaudan’s Thierry Bessard.

During the launch, Jequiti executive director Lasaro do Carmo Jr. announced the brand estimates 2009 growth to be 250% above 2008, when Jequiti, a direct seller, posted revenues of $110 million. The company has more than 100,000 consultants in Brazil.

Wet’n Wild Returns to Brazil

Top Internacional, responsible for marketing French brands such as Ulric de Varens and Jacomo in Brazil, announced that it is Wet’n Wild’s new representative. The company is committed to importing and distributing products from the American manufacturer to mass market retailers across the country. Top Internacional intends to prioritize the distribution of U.S. top selling cosmetics, notably color makeup, at affordable prices to the suit the Brazilian market.

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.