Who said, Berenice? Opens 3 stores in Portugal

São Paulo – the mark Who said, Berenice? will open three stores in Portugal next week, kicking off the international expansion. The brand that promotes a youthful exuberance and daring, applied these concepts in the new venture.
The stores, which will be inaugurated in Lisbon and Porto, will have the same visual and Brazilian units products. According to their performance, the company will make plans for expansion in 2017.
The newest Group brand Apothecary was launched in August 2012 and today it has 180 stores in Brazil. Should finish the year with 200 units and recently started having products sold in pharmacies Droga Raia, according to Juliana Fava, Director of the brand.
Despite the rapid expansion, the brand is much smaller than the leader of the group, O Boticário, which has about 4,000 stores in all Brazil.
However, being a young brand can be an advantage, said Ana Paula Tozzi, President of consulting firm AGR.
Rather than take the Eudora out or boost the expansion of Apothecary, which is already in Portugal and Colombia, the company chose to take the brand that worked in Brazil and that would be a novelty in European market.
No Paris or New York
Brazilian beauty companies that risk abroad, many opt to open a shop window in Paris or New York, the most iconic cities – and competitive – in the sector.
However, these are very well consolidated markets, more restrictive for new brands and that require high investments in marketing, says the consultant.
Portugal is also a country with well-established beauty market, but much less closed to the entrance of the competition. About 70 percent of Portuguese women use beauty products, against 50% of Brazil.
According to the Director of the Who, said Berenice?, Portugal was chosen for this endeavor by approximation of the language and culture. Many Portuguese consumers follow bloggers, youtubers, or Brazilian soap operas and knew the brand.
So, it will be much easier to explain the name of the brand and its concept in the Portuguese-speaking country. "Freedom is a universal concept, which can be understood in any country," said Fava.
Another advantage is that the Apothecary is already present in the country for 28 years, with approximately of 50 shops. "We started where we think we have a better chance to make our brand to grow," said the Executive.
International advancement
Practically the whole product portfolio-shadows, lipsticks, nail polishes, foundations, and other accessories-will be offered in the country. While in Brazil are sold more than 500 different items, Portugal will have around 400, due to the distinct legislation regarding some ingredients.
About 70% of the items are manufactured in the factory of the group the Apothecary in São José dos Pinhais, Paraná, and the others will be imported from other countries. As well as in Brazil, the brand will have a very affordable price, even if it''s not the cheapest in the industry.
The products will not need to be adapted because you were created an eye on international standard, said the consultant Tozzi.
Some Brazilian brands make products very creamy and with strong aroma. Already Who said, Berenice? have beauty items smoother, with acceptance easier out there, she said.
This is not the first time that a brazilian brand risks abroad. Natura is an example: its international operations accounted for 33.5% of total revenue in Q3.
The manufacturer is present, through direct sales, in 6 countries and has a shop window in Paris, in France. Recently announced the end of direct sales in France.
Another example is the Granado. In September, the Spanish group Puig bought 35% of the brazilian, which can encourage international growth.