Crisis hasn't diminished appetite of Brazilians for beauty products

The crisis has not diminished the Brazilians ' appetite for beauty products. Even buying cheaper items, consumers of both sexes do not fail to take care of skin and hair. The market for personal hygiene, perfumery and cosmetics (HPPC) recorded a nominal growth of 11% in 2014, according to figures released by the Brazilian Association of personal hygiene, perfumery and cosmetics (Abihpec). Third largest in the world, behind only the United States and China, the industry in the country closed the year with revenues of R $ 101,7 billion. Brazilian companies are responsible for more than 1.8% of gross domestic product (GDP) and national represents 9.4% of world consumption.
The fragrance segment, of which Brazil is a global leader, moves more than $ 17.1 billion, while that of deodorants, R $ 11.5 billion. Among the main categories, Brazil ranks as second largest world consumer products, children's and men's hair. The children's segment, for example, in the last five years, obtained average growth of 14%, reaching r $ 4.5 billion in 2014. The data are from Abihpec.
Aware of this market, businessman Adriano Kume, owner of the Salon Isabella Chung in the Prado, the region West of the Capital, saw in the paulista de Dailus Color Nail Polish and makeup a chance. Famous social networks and with sales through multi-brand shops and beauty salons, in addition to trade online, the brand will win his first exclusive shop in Sete Lagoas, in the Central region of the State.
The idea came about after a partnership of almost one year, in which the products were sold at the Salon. "We will offer to the public, with a differentiated service team coached by a professional Dailus, formed by four salespeople and a Manager. The goal is that the vendors are true consultants in makeup, "explains Kume.
The choice of Sete Lagoas came by chance. The first idea was to open a store in Belo Horizonte, but negotiations with the group administrator of the Shopping Center Seven Ponds led the project for the city of Central.
It is expected that, in eight months, the investment of r $ 110 thousand is recovered. The opening of other units is already in the plans. The cities of greatest interest are counting, in the metropolitan region of Belo Horizonte (RMBH), Uberlândia, in the triangle, Juiz de Fora, in the forest zone, beyond the Capital.
The business model adopted was the franchise. Kume and his partner, Luiz Fernando Monteiro, are the first franchisees of Dailus and must act in the future as a sort of masterfranqueados. "This is a pioneering experience. We made the proposal to the Dailus and clients are assured the franchise project together, with the support of LM Distributor. The model predicts shopping stores to take advantage of the flow of people. Cosmetics are very attached to the feeling of reward and the malls encourage impulse buying. As our average ticket is low, and the products of high quality, are less susceptible to the crisis. In a way, this period of crisis also helps us because women attend less the salon and do makeup and nails at home, "adds the Manager.