08/05/2008 08h30
Taeq, chic version of its own brands
Valor Econômico 08/05/2008
The Taeq brand, launched by the Pão de Açucar Group in 2006, has failed to make as big sales as its sisters - the retailer's brands, such as Extra and Pão de Açucar, but it has already gained celebrity status. "Taeq is one of the most successful brands of the group in qualitative terms", says Isadora Sbrissa de Campos, who one month ago took over the management of the brand in Brazil after working in France for one year in a division of Casino, partner of Pão de Açúcar. Taeq's success is an achievement for the Brazilian chain of supermarkets that has already lost a lot of money in the past with other brands, such as Amélia, its old virtual store. Now, the good performance of Taeq is even encouraging Pão de Açúcar to strengthen its bet on the so-called "transversal" own marks which are sold everywhere. The retailer started a downsizing process in its brands with the purpose of taking the most advantage from the marketing investments. The group brands, for example, should be changed by Qualitá. Taeq, however, is a different brand, that has no obligation of being cheaper than the leading brand in its segment. Taeq is a concept brand that reflects the image that the Pão de Açúcar Group is searching for itself. Its attributes convey well-being, health, nature and quality of life. This week, Taeq is taking another important step: it will have its own beauty line, with 30 items. It will be the fifth pillar of the brand, together with the lines of organic products, nutrition, home and sports. The comparison to Natura is inevitable. The marketing language adopted by Taeq is visibly similar to that used by the most famous cosmetics Brazilian brand. In order to develop the products, the company invested R$ 1.5 million (US$ 955.4 thousand) in the last two years - until the end of 2008 R$ 10 million (US$ 6.37 million) will be invested in Taeq. Bath (soaps, shampoos and conditioners, bath oils, hydrating butter and jelly) and after-bath products will be launched. And the formulae bring exotic ingredients, such as bamboo extract with ginseng, tangerine with cinnamon, peppermint and Persian orange with sandalwood and lavender with basil. Taeq suppliers are also more refined. In order to develop the fragrances of the beauty line, the group contracted Firmenich, which has names like Chanel among its clients.
