Beauty companies bet on distribution and portfolio to grow

To overcome the crisis and fight in a highly competitive market, Brazilian beauty sector companies bet on diversification of portfolio and increase of sales channels. The projected growth for a few of them can exceed 40%. The Classy Brands, which operates in the segments of beauty and personal hygiene. For 2018, the Group projected growth of 35% in brands + Q Bonita (makeup), Hi Clean (antiseptic gel), Petunia (body splashes feminine), Piment (male perfume), My Baby (infant products) and Julie & Joy (children's products). "We are preparing launches of new products mainly because the Brazilian is eager for news. In addition, we will enter into new categories, "says the commercial Director, Igor Malatesta. According to him, the company has grown over 40% in the last two years. "And in 2018 will be no different", says the Executive. Malatesta argues that the marks of the group aim to cater to all audiences. "However, we also have segmented lines, with affordable prices and good quality." Rogemar Group also focus on new products to grow under the dowry (Nail Polish, makeup, body cream and deo Cologne) and Zog male products (shampoo, deodorant, hair gel and perfume). "This year, we bet primarily on makeup line Dowry Make Up, released this month, to grow," says the marketing manager of the group, Juliana Furtado. With a focus on women over 18 years of classes B and C, the goal is for 2018. "We designed a 15% advance to the year," estimates. The founder and CEO of Cosmetics Inoar, Alexandre Nascimento, says that the average brand releases is 20 to 40 days. "We are with more agility in processes," reports. For this month, the company introduced four new products and, by the end of the year, new families in the beauty segment. "Sell innovation and quality with affordable price," says the Executive. Birth reports that at the peak of the crisis, the average ticket in the segment fell a lot in Brazil. "But we are registering a return of growth. Today, the Brazilian is well informed and choosing what will consume. " In 2017, the 38% and grew Inoar, for this year, projecting 40% expansion up to 60%. "Our growth will depend on investments", explains the Executive, without giving numbers. Distribution to companies in the business of beauty, the distribution is one of the decisive factors for business success. In the case of Inoar, the expansion of sales channels will be one of the main strategies to grow this year. "São Paulo represented 70% of our income before the crisis, but we have expanded to other regions," says Nadarajah. Today, 60% of the sales of the next channel Inoar fluff, 20% web and the remainder, pharmacies and supermarkets, which should earn even more importance in the company. "Consumers of our products in perfume is not the same as pharmacies. The advantage of this channel is the capillarity ", explains. Rogemar group expects to grow in the State capital and in the North and Northeast. Already the Classy Brands intends to increase the coverage throughout the country. "In particular, we will promote the distribution of fragrances in the South and Southeast and asepsis in the North and Northeast," punctuates Malatesta.