Brazilian perfume''s success worldwide

The Brazilian loves to bathe and if scent-and this is a fairly old cultural trait, as record historical paintings made here by the Frenchman Jean-Baptiste Debret 19 century. This raised the Country to world leadership in the sale of perfumes in 2010, since sustained until 2015, when, because of the economic crisis, we move to the second position-held last year. "But I''m sure that soon, we''re back on top," says the perfumer Renata Ashcar.
More than 90% of perfumes and Cologne waters sold on the domestic market are produced here, in a clear sign of the strength of the domestic industry. According to the experts, even with the current economic downturn, people have left to use perfume. Just changed the behavior, which made the fragrance price a factor of choice even more important. "Brazilian women have, on average, three or four bottles of perfume and generally the reapply more than once a day," says Renata. Some arrive including sleeping fragrant! Men have about two glasses at home.
Nose demanding
"In recent years, with the increase in the purchasing power of the class C, many Brazilians had access to international perfumery and this created a consumer more demanding", analyzes Daniela Cunha, marketing director of Fine Perfumery for Latin America of the House of Firmenich fragrances.
The response of national brands was to relocate and invest in quality. Camila Casemiro, marketing manager of Symrise fine Fragrance, says that the same fragrance houses and the same perfumers are the great creators of the imported perfumes and the Brazilians. What is happening, she says, is the embodiment of the refinement of international brands of perfumes to the Brazilian style, respecting the climate and local tastes.
Another strategy of the domestic industry is the multichannel-direct sales brands investing in retail stores and vice versa. "There is also a strong investment in e-commerce to attract consumers increasingly connected," says Daniela.
Signature perfume
The Brazilian consumer has the fragrance as your identity. Much more than an accessory, it is your signature. "The scent makes the person feel more secure and confident, prepared to face the world. He casts who she would like to be, self-esteem, "she exhales analyses.
In Brazil, the wellness theme is one of the most important attributes of perfumery and includes from harmony and warmth, but also joy and this way to be with easy smile, pleased to feel, taste and enjoy. "The welfare in Brazil has a smooth motion and, of course, has no smell," says the Director of marketing for Firmenich.
Scent for moments
Another factor responsible for the boom of perfumes is that consumers are getting used to use several fragrances, according to your mood. "He''s daring to experiment more and so find the confidence," said the marketing director of Gera/Phebo, Nazish assignment Munchenbach.
There''s the "perfume for the day", the "scent to the night", the "perfume for work", the "perfume for the ballad" – which increases the shopping basket. "There''s still a job, education of tasting the smells, and the brands are focusing efforts on that," Nazish assignment.
Because of the weather hot and humid, scent has always been synonymous with cleaning. "No wonder, freshness is paramount in all fragrances. Even in the most intense, "says Camila Casemiro, Symrise. She also reminds another attribute of perfume: here, it is a weapon of seduction!
Piracy is a crime
The perfumes are among the main products smuggled, counterfeited and sold illegally. Since 2016, ABIHPEC and customs of Irs of São Paulo, in partnership, seized and destroyed 23 tons of illicit items – including fragrances – in the amount of R $4,600,000. And this is only a small fraction of the problem, given the estimate based on a study by the Federation of industries of the State of São Paulo (FIESP), of which, each year, are sold illegally in Brazil some R $4 billion in products for personal hygiene, perfumery and cosmetics.
This illicit market prevents the creation of formal jobs vacancies 16000 in the sector, which could generate income of R $430,000,000 workers. And the injury is not just financial. Counterfeit or smuggled products endanger the health of the consumer, since it does not meet the requirements that the national health surveillance Agency (ANVISA) to the legal market. The result is that often these products cause allergies, skin irritations and even burns.