BIO EXTRATUS AN EYE ON THE FUTURE

Bio Extratus, manufacturer of hair cosmetics Alvinópolis, based in the Central region of Minas Gerais, is investing to quadruple its capacity utilisation, which currently is 2 million units per month. The construction of a new plant began in mid-2012 and is expected to be finalized until early 2015.
According to the commercial consultant Bio Extratus, Eduardo Avendanho, the investment is a preparation to meet industry growth of hair products in Brazil, which last year had an increase of 6%. "a project for about 20 years. How to build an avenue. We can't look the current traffic. Have to think in the future, "Avendanho said, without revealing the value of the contribution.
The company's goal is to grow between 10% and 12% per annum and reach between 3% and 3.5% of the market of the country, excluding the hair segment of tinctures and smoothing over the next ten years. It currently has 2.5% share. Of 2009, Bio Extratus managed to expand the recipe in 50%. However, does not disclose revenue. The business focus is the Brazilian market, more specifically women between 25 and 50 years, class c. "the social, professional and economic rise of women brought us great opportunities, because the consumer owns their own capital," he says.
With 80 distributors spread throughout the national territory, the company has significant business in the States of the Midwest region of the country and in Minas Gerais in the Southeast region, followed by the Northeastern States, North and South, with less participation. Also exports for five years for United States, Portugal and Spain and is investing in an exclusive distributor of its products in Peru. In addition, is probing the North American market for a possible expansion. "Ethnic diversity and Brazil's climate allows us to work with the world," comments. However, the exeternas sales still represent only 5% of revenue.
The company has an own laboratory within the factory of Alvinópolis, where innovation conducts research with a team of its own. The intention is to meet increasingly demanding consumers and face competition, which increases in the same proportion as the market. "We will try our best to offer a varied mix of products to meet consumers with all hair types and needs, because our country has many capillary diversity: we have Japanese, Afro-descendants, indigenous peoples, immigrants from European countries", he observes.
There are 21 years in the market, currently generates Extratus Bio 500 direct jobs and more than 3 thousand indirect ones through its exclusive distribution in Brazil and abroad. The company's products are sold in cosmetic shops, salons, pharmacies and supermarkets. The company currently operates with 80% capacity utilisation and manufactures about 15 different lines of products.