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Natura Acquires Majority Stake in Australian Skin Care Company

By: Fernanda Bonifacio
Posted: February 6, 2013, from the March 2013 issue of GCI Magazine.

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To help meet these demands, The Beauty Box finished 2012 with six stores open in the state of São Paulo, and is expected to start its e-commerce operations in the first part of 2013, at which time about 7,000 different products will be available online through the chain’s website.

Brazilian Consumers Point Out Difficulties in Finding Beauty Products

Despite being among the world’s top beauty markets, research conducted by retail marketing association POPAI Brasil found the Brazilian beauty market still needs to undergo adjustments in its distribution strategies. The study indicates both Brazilian consumers and beauty professionals find it hard to locate beauty and cosmetic products on shelves locally and also calls attention to the importance of having a diversified distribution channel strategy for customer acquisition.

Additionally, 36% of respondents to a survey by POPAI Brasil reported difficulty in finding body lotions, while 30% complained of a lack of hair care products and 26% had a difficult time finding skin care products.

POPAI Brasil president Romano Pansera attributes this situation to flaws in brand owner’s commercial strategies, which do not explore new and alternative distribution channels.

Among the three points of sale addressed in the study: 46% of consumers buy their beauty products in perfumeries and specialized stores, 26% in compounding pharmacies and 28% in drugstores.

New CEOs for P&G; Beiersdorf’s Nivea

Set to lead P&G Brasil, Proctor & Gamble appointed Alberto Carvalho as the new president of its Brazilian operations. Carvalho was previously a vice president for Gillette Global operations, and he replaces Tarek Farahat as the first Brazilian national to run P&G Brasil. Before working with Gillette Global, Carvalho ran P&G in Chile, Argentina, Uruguay and Paraguay. Farahat is stepping up as president of P&G Latin America.

Beiersdorf’s Nivea Brazilian operations also experienced a leadership change, now under the direction of Christian Goetz. He joined the group in 1995, and has been Beiersdorf’s president in Argentina and Uruguay, as well as having headed the company’s Russian subsidiary. And Basque Ricardo has returned to his position as CFO for Beiersdorf Nivea in Brazil.

Latin America Boosts Symrise Sales

Emerging markets were responsible for 48% of Symrise sales from January to September 2012, and Latin America provided Symrise’s strongest growth in the period, with a 20% increase in sales. In August 2012, the company also inaugurated its new R&I center in São Paulo, aiming to strengthen and foster the development of products tailored specifically to the Latin American market.

“The economies of Latin American countries are growing at a rapid pace, as well as the demand for luxury goods and consumer products,” said Heinz-Jürgen Bertram, CEO, Symrise AG. “We believe that Latin America will continue to be one of our fastest-growing regions.” The new 8,000-square meter complex was designed and built with sustainable practices in mind.

Fernanda Bonifacio is a Brazilian journalist who focuses on the beauty industry, and has been published in the U.S. and Europe. She represented ABIHPEC and its member companies globally from 2002–2008. She has also been a communications consultant for raw material manufacturer Beraca since 2009.