In addition to its 1,001 utilities, steel wool Bombril has to function as a synonym for bad hair. So, most people think curious news that the company is now investing in hair products. With 65 years of operation, about 500 products of 28 brands on the market, the company based in São Bernardo live time.
In 2012, the Bombril grew 16% in revenues, almost five times greater than the market average of hygiene and cleaning, which was 3.5% over the same period. With full coffers and debts equalized, the firm now invests in product launches in both the industry traditionally acts and presence in other segments, such as cosmetics.
"There are few companies who understand so well the Brazilian as the Bombril. And was studying the evolution of their aspirations that we decided to enter the beauty industry ", says Marcos Scaldelai, commercial Director, marketing and P&D of Bombril. "Today, and know that your home is clean and organized, the women want to feel beautiful and invest it. The female self-esteem is valued in the labour market and, therefore, they do not cease to invest in your own appearance ", says the Executive. According to Abihpec (Brazilian Association of personal hygiene, perfumery and cosmetics), the sector grows, on average, 10% per year for the past 17 years.
NEW MARKET-founded in 2011, Brill Cosmetics was born with the acquisition of trademark Ecologie, which is in natural active ingredients and ecologically correct positioning their key differentiators. With 25 years of history, the firm acquired by Ronaldo Sa Ferreira, owner of Bombril Holding, was one of the first of Brazil to import vegetable proteins, to avoid the use of ingredients derived from animal sacrifices in their products. With the acquisition, Brill was born with portfolio of about 140 products under four brands, Ecologie, Natural Pro and roots (old company) and developed the line Joy!, aimed at young people from 15 to 22 years.
"We realize that consumers want technology as added value as much as want to fix. She wants to look pretty, want the House clean, but does not want to harm the planet. Want the nature preserved for their children, "says Scaldelai. On the environmental concern of Brazilian Bombril released in 2011 to Ecobril, with 100% eco-line for cleaning. All of these initiatives help the company get closer to its main market goal: rejuvenating and modernizing the brand to grow next to younger women. So, the concern for tailoring the product line and communication in order to seduce the younger generations.
In the coming years, the company still plans to release products for pets and for cleaning.
Clumsy administration in 1990 led to the loss of leadership
Under the control of the Italian group Cragnotti & Partners, which in 1991 took 2/3 of the shares of Bombril, sold by two of the three sons of the founder, Roberto Sa Ferreira, the company almost perished. For 15 years, investments in research and development have slowed down, the advertising money drained, sales decreased and debts grew.
At the beginning of the year 2000, in the face of stiff competition from Communitydns, Bombril came to lose the lead in steel wool sales in some regions of the country. After an intense legal battle in 2006, Ronaldo Sa Ferreira, the son who had not sold his part for the Italians, succeeded in the Court decision, annul the sale in 1990 and resume the command of the company.
From then on, the Bombril resumed his vocation for innovation and for communication and has been growing at above-average pace of your industry. Thanks to the good results, the forecast is clear the debts until 2018.
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