L'Occitane will export line with national raw material

French company introduces new retail proposal, focusing on products developed in the country from unusual ingredients, like vitória-régia
Sao Paulo-The soaps, moisturizers, colonies and shampoos made from unpublished sources of raw material as Mandacarú and Jenipapo were part of an experimental project launched in March by the French to literally get tropical L'occitane's presence in the country. But, faced with an excellent market response, which in only three months reached the expectation outlined for the first six, the product line, then inserted into the network of 89 stores En Provance, taken on a life of its own.
In addition to opening the first unique selling point with the fragrances Au Brésil "less obvious" in the market, the L'occitane Tank structure already to take in the wake of the World Cup in the country, the smell and the properties obtained in regions such as the Amazon, Caatinga and Cerrado to the 90 countries where brand presence.
Allocated on the Mall Morumbi, in the southern area of São Paulo, the Au Brésil inaugurated on Thursday brings together 38 products, divided into the Mandacaru lines, Jenipapo, Vitória-Régia and Araucaria-the latter released in conjunction with the new retail (the others were already present on the shelves of the brand).
By the end of the year, the goal is to open four other units, in addition to a new family of products, obtained from a plant "exclusive". "The idea is to always seek a different Brazil, with raw materials which run a bit of common sense, of what the Brazilians are accustomed to seeing in cosmetics," explains Laura Barros, Director of marketing for the company's brands in the country.
But behind the work of the French with the Brazilian DNA is a clear reverse internationalization strategy. IE: preparing for production chain, in 2014, export the portfolio Au Brésil. "I would say that the sky is the limit. When speaking of Brazil from anywhere in the world, there's also peeling involved all the eyes. Talking about the country is talking about a great brand, "adds Nicolas Geiger, chief marketing officer of the company in the country (and son of Reinold, global President of L'occitane En Provence).
Suppliers prepare for export
The prospect of L'occitane for new opportunities in the Brazilian market began two years ago, when the company, in partnership with Solabia, of Maringá (PR), went on to study the feasibility of raw materials utilised in the cosmetics industry. In the case of the Mandacaru, the Cactus of the Caatinga capable of delivering a floral fragrance to cosmetics-velvety and high power of hydration, the first vendor was a producer of jams inside of Paraíba, which used the plant as food of goats used on the logistics of harvesting.
"We make approval of cooperatives and pay through the statement. But, as part of sustainable growth, a percentage of the sale of each product is reverted to the producer just for him to grow up with us, "says Laura Barros, who compares the model developed in the country of Burkina Faso, in West Africa, where 15 million women today make the handling of shea nuts widely used by the French company in the production of Shea butter.
In the laboratory of research and development at L'occitane in Jundiaí (SP), where is the center of logistics and storage, the compounds have been developed. The manufacture of the products is shared between the following companies: Sinter (to bar soaps and colonies), professional cosmetic and Mappel (both for creams and lotions), and Fareva (aerosols and packaging).
"We're structuring to export the products, but it takes a while until the entire chain is prepared. Go along, but there's still quite a bit, "concludes Nicolas Geiger.