Aesthetics for C class becomes goal of new chains
DCI
To cater to the public hitherto almost entirely made up of women of classes A and B above 25 who visit dermatologists' and seek beauty products and aesthetic services, arise new players in the segment of aesthetics because of the gaps left by leaders like Adcos, L'Oréal, Onodera, Aché, Johnson & Johnson, O Boticário, Natura and Avon. Companies born as pharmaceutical labs have noticed the change in the behavior of the emerging class and they saw a new niche to be explored, with the pent-up demand from the increased purchasing power of C class, and with that the fight for consumers increases among the franchises specialized on the sale of dermocosmetic products and treatments intended for the aesthetics area, such as the brand Oligoflora, member of the Brazilian Franchising Association (ABF).
With 63 units in operation (two of which of their own), the goal of the company is to achieve 80 franchised units by the end of this year. Considered by the magazine Pequenas Empresas & Grandes Negócios the franchise chain that grew the most last year, the company began as a pharmaceutical industry in São José do Rio Preto (SP), specialized in the production of dermocosmetics and herbal medicines. Its expertise focused on the catering to aesthetic treatment clinics by selling products for the reduction of measures, as well as products to fight flaccidity, cellulite, stretch marks, facial, rejuvenation and clearing treatments, among other services.
After realizing the sector is still little explored, despite the boom lived by the opening of clinics in the last decade, but done so disorderly, the industry decided to increase the operation and, nearly four years ago, it changed the business strategy, when it started to convert the offices of its clients into clinics of the Oligoflora brand. As it adopted the brand of the company, after the formatting of the franchise system, like other experiences already experienced by successful chains such as Onodera, Emagrecentro, Spa da Pele, Vita Derm Day Clinic, to name but a few, OligoFlora has achieved nearly 1,300 customers in the country.
The brand currently concentrates most of its operations between São Paulo and Rio de Janeiro, but has already begun prospecting several other regions, according to the founding partner of the company, Iram Torquato da Silva Júnior. He explains that, today, considered the businesses of the company, 80% of the earnings come from the franchised units, and the rest, from the sale of products manufactured by the company. The goal, however, is to demarcate territory and get to half of that (50%) for each segment in the coming years.
In order to achieve the goal of soon being one of the largest in the sector, the project is, by the end of 2012, have sold 100 franchised units in the country, which is considered one of the largest consumer markets of products and services intended for the area of beauty, cosmetics and aesthetic treatments, recalls the entrepreneur. With that, the perspective is to go from the nearly R$ 7 million (US$ 4.4 million) of earnings, to R$ 16 million (US$ 10 million) by the end of next year.