After adjusting prices, Sephora opens more stores in malls

The French cosmetics retailer Sephora hopes to reach December with 17 stores and five kiosks in Brazil, all in shopping malls. The multibrand cosmetics opened a store at the Mall Higienópolis (SP) on Friday and will open another unit in shopping Anália Franco (SP) in December.
The expectation is close 2015 with the opening of three shops and five kiosks. The company began operation of a store in Campinas (SP) in April and left the other two inaugurations for the fourth quarter. The Sephora has only a kiosk in the Mall Center North (SP), and an estimated four more until December. All establishments are own.
Andrea Orcioli, Vice President of marketing and merchandising of Sephora for Latin America, says that malls remain the focus of the company, being the main Brazilian shopping script, but not Street units are discarded. Since coming to Brazil, in 2012, opened 16 stores in the States of São Paulo, Rio de Janeiro, Paraná, and in the capital Brasilia. In 2014, added five stores.
On the performance at a time of economic recession, Andrea States that the company continues to grow and cites the "Lipstick effect", a phenomenon that leads people to spend more on personal care in times of economic contraction.
Some price adjustments were made this year, but at levels lower than the high of the dollar, says the Executive. She points out that while the American currency triggered raises the price of imports-the company still produces no own line item in Brazil-, is positive to redirect purchases made on trips to beauty stores in Brazil.
The high of the international currencies reduced the attractiveness of buying cosmetics abroad by Brazilians. The Canadian M.A.C lipsticks., for example, are sold at $ 17 in American stores, not counting taxes, 66 R$ with the R$ 3.89-dollar asking price Friday. In Brazil, the price is R$ 69. The own lipstick Color Lip, regular line of Sephora, goes for $ 14 abroad, corresponding to R$ 54, while here is sold by R$ 52.
"The Brazilian clearly noticed this change of scenery and started buying more within the country", says Andrea. The consumer says, prefer buying in the Brazilian market because it may also pay the payment in credit card several times.
The Sephora made a strategy adjustment in Brazil in 2014 to ease payment conditions and reduce the prices of its own line to compete with major brands as the Apothecary and Natura. "When we got to Brazil, many people still feel intimidated to come into our stores, think preppy sportswear only expensive products", says Andrea. The company also stepped up promotional policy, with giveaways, for example. The installments in stores are made from R $ 40, up to six times. The site, which serves the entire country, the purchase can be divided into up to 10 payments.
The goal of opening to 2016 has not yet been set.