Hypermarcas closed cycle of releases

Hypermarcas ends this month the relaunch of its entire consumer portfolio, which includes health and beauty items and sweeteners. The revitalization of the brands began in 2012, when the company opted to discontinue 40% of assets acquired in previous years, keeping only those considered profitable.
This wave of reissues ends now with brands like Risqué (enamels), Bitufo (oral hygiene) and Cremer (diapers). According to the President of consumption Hypermarcas, Nicolas Fischer, the Risqué project was the most complex, as encompassed in the packing design, changes in the formula and brush, which included the verticalization of production.
The cover was manufactured by Hypermarcas, with an exclusive design. In addition to hinder counterfeiting, that facilitates the Organization and the identification of the product at retail, according to Fischer. It was necessary to change all the machinery in the production line. In addition, the new glazes are hypoallergenic, have twice as many bristles and a different format of brush, which facilitates the use, according to company research. The suggested retail price was kept, around $ 3.60. The Risqué has about 30 percent of the market. Are 140 enamels, with exchanges of collections twice a year.
The innovation index Hypermarcas consumption Division went from 70% in the first half, the highest level to this day. The rate corresponds to the participation, in the last 12 months, the sale of products launched in the past two years. After the latest releases, the index must be even higher in the second half, but in the long run should accommodate between 40% and 50%, with renewals every two to three years. The average in the Brazilian market of hygiene and beauty is 30%. In Natura and the Apothecary, the innovation index is at 61% and 65%, respectively.
Hypermarcas opened an Innovation Center in Barueri (SP) in 2012. Apothecary opened his in 2013. The French L ' Oréal will build one in Rio.
The sales volume of enamels in the country tripled between 2008 and 2012. In 2013, was decrease of 4.6% over the previous year, according to Nielsen. Turnover rose by 3.8%, to $ 600 million in 2013. Hypermarcas competes with brands like Colorama (L'Oreal), Avon, Impala (World), among other brands.
The reformulation of a few lines included the decreased amount of variants of a product. The Bitufo tag now has a third of the 180 items from before. According to Fischer, the rationalization of the portfolio never ends. "Two years from now, today's portfolio will not work," he says.