Founder of Niely begins to plan a new business

A year after the sale of their company to L''Oreal, the founder of manufacturer of hair products Hair cosmetics, Daniel Fonseca de Jesus feeds already plans to go to the beauty products industry.
The sale contract is no competition clause, stating that he can no longer serve on the segment of the company that created it, the shampoo, coloring and hair treatment. But, in two and a half years, will be free to open a business in any other area in the industry.
The plans are still being matured, but Daniel de Jesus evaluates produce perfumes or cosmetics or another product that identifies as promising.
Degree in chemistry, the creator of Niely is with 57 years. For 30 years has created a formula for hair coloring, with the help of a specialist Italian. Offered a product of simple use at home, for the woman who is unable or refuses to pay a salon. Sales only grew, and in the past eight years the Niely kept the market leadership of coloring.
The Manager doesn''t want to lose what we won. It says that a "strong and other intangible assets" that assembled was the distribution network, with channels in thousands of outlets scattered all over the country. This network was one of the reasons for which the brand hit the market leadership Niely of hair coloring, said.
He stresses that always made a point of visiting and closely monitor the placing of items produced. "Many distributors have become my friends. We had a solid relationship that helped ensure the success of the Niely. My intention is not to lose this network and go back to the sector, "he said.
Daniel de Jesus remember who spent about a year in negotiations with L '' Oréal. Lunched, dined, made met alone and in a group with the President of the company, Jean-Paul Agon, and with the President in Brazil, Didier Tisserand.
"I spoke with Agon on my company face to face, just the two of us. First, we had lunch at the river. Then he came to my house in Angra dos Reis [Kings]. For me, there was the feeling of being with the President of the world''s largest cosmetics company that was interested in the industry that I created, "he said.
The manager points out that the motivation to sell the Niely was not money, but the recognition that offered quality products compatible with those of the largest company in the world. Still needed the stimulus of daughter in time to sign the sale. He says that on the excitement of the father, the daughter said to him: "Don''t look a lot and signs, otherwise you won''t get".
He recalls that the Niely came annually in revenues over the past four years, around 500 million R$. An amount that already gave him access to all comfort and security you might need for the rest of his life. But "attracting the largest cosmetics manufacturer in the world was a recognition of my work," he said.
Daniel de Jesus said you can''t talk about values, which is confidential, but in the sector there are ratings that l '' Oréal may have paid up to $ 1 billion by Niely.
The name Niely comes from Danielle, the eldest daughter. She was marketing director of the company created by her father. Today, the 30 years, she is in the United States, also in the area of marketing, but of the L '' Oréal group. She was invited to go to Paris or New York. Opted for the frisson of doing business in Manhattan. The father, in turn, continues following the Niely, but as Vice President of the strategic Committee of L '' Oréal.
The family heritage is concentrated in Milano ventures, based in baixada fluminense, in Nova Iguaçu.
The winning strategy assembled by Daniel on Niely continues to be followed by L '' Oréal. He claims that the company''s market is huge. Remember that a company that meets the class AAA has focus in 1 million people. If you go back to class A/B, reaches 20 million. If it is meet the classes C and D, reaches 100 million. It was the presence of Niely this past thread that attracted the L '' Oréal, which until then had its focus more to classes A and b.
The marketing director of l '' Oréal, Bianca Pi, which today occupies the area of marketing Niely, said the focus of this brazilian brand will continue in classes C and d. There is expected to launch three new products until the end of this year.
Was recently launched a new line of color & Ton, which has 17% market share. Last month was released on line & Ton a Glow Hair without ammonia, plus colors for coloring blonde of course. And even products were launched to prevent blonde hair stay yellow. For curly hair, the company introduced products of category "leave in"-the consumer applies after washing and no need to rinse.
In L '' Oréal, constant releases and innovative products are considered an essential part of the strategy to win positions in the market. The formulas are still being created by the technicians of Niely, but already adding technologies of l '' Oréal.
Since the purchase of Niely, L '' Oréal executives, both Brazilians as French, moved to Nova Iguaçu, where are the cosmetics factory, packaging and distribution center installed on a plot of 530 1000 square meters.