To expand sales, makeup

The world of cosmetics does wonders for the face and body of mature women. But for the younger crowd, which still doesn't care about wrinkles or sagging, he exerts a fascination minor. The makeup, it's a different story: she is able to round up women from preadolescence. And that's the main reason that has led companies in the sector, who are born doing treatment creams, shampoos and soaps, to add makeup to its product line. It was so with international brands such as Clinique, and, more recently, with the nationals, Dermage and Phebo Beauty Color.
Founded in Bethlehem, in 1930, Phebo began producing items of perfumery and soaps. Acquired by Gera, in 2004, she released her first makeup line in 2012. Today, these items represent almost 10% of the turnover of its 40 stores-and follows growing in number of items. "They are sophisticated products, our eye pencil, for example, are manufactured in Germany and the lipsticks, in Italy," said Sissi Freeman, Director of marketing for Phebo.
With headquarters in Curitiba, the Beauty Color appeared in the market producing cosmetics for hair treatment, including tinctures. In 2011, has launched a line of Nail Polish and makeup-also an eye on the potential for growth in this segment.
The Dermage, of Rio de Janeiro, which this year completes 25 years, started its activities as a compounding pharmacy.
When he started investing in industrialized formulas included in the portfolio a few items for skin amounted to treatment and correction.
But it was only five years ago that the company decided to invest heavily in a makeup line. "Today it represents 30% of sales," says Viviane Braga Soares, Director of marketing and retail of the Dermage. The company has 60 stores and is present in about 450 points of sale.
The strategy, says the Executive, is to continue to increase the line of makeup, which this year won two new collections, with products of various colors and textures. "This is the gateway to the younger consumer," says Viviane.
The differential of Dermage, says the Executive, is always add some benefit of treatment in their products, if the base "oil free", which balances the skin oiliness, eyelashes with collagen mask, and the Illuminator liquid that contains hyaluronic acid (which helps to give new freshness to the skin). "We do a lot of research and we take between six months and a year to launch a new product," says Viviane. The products are made in the company's factory in Bonsucesso, Rio de Janeiro.
Clinique, company that was born with products to cleanse, exfoliate and moisturize the skin, also includes, in its makeup, some assets "with dermatological benefits", says Bruna dos Santos, senior marketing manager of the company.
The line, says the Executive, is more affordable than the treatments for the skin and helping the brand comes to attract new consumers. "Brazil is very curious," he says. For next year, of 50 releases of Clinique, 20 will be the makeup category. "Among the trends that we bet are the two articles into one, as the Foundation and the concealer in a single product."
Speaking of trends, that left mouths opaque, for at least two seasons, doesn't seem to falter. "The Brazilian likes bocas ' matificadas ', because balance the brightness of the makeup," says Bruna, the Clinic.
For Sissy Freeman, Phebo, Brazil still choose darker shades and discreet, in the winter, leaving the brightness for the summer. "Among the fastest-growing items in consumption are the creamy shadows."
On leadership within the thread, in Brazil, Avon has just put on the market a line of lipsticks in gel, Ultra Color Revolution. Without wax and light texture, they promise better glide on the lips and still protect against solar radiation. "Every two lipsticks sold in Brazil, one is from Avon," says Ricardo Patrocínio, Vice President of marketing for Avon Brazil. "Our investment in makeup is constant, because this is a market that grows year after year."
Still talking about the lips, the makeup artist network officer Jacques Janine, Chloé Gaya, gives the hint: "the station is propitious to the opaque lipsticks in shades of wine, purple and violet," he says. "But for the summer, I bet on the lips with gloss ' texture ', i.e., wet-looking."