With increase in sales industry launches more products
Valor Econômico
Dorival Caymmi wouldn't like this piece of news, but the Brazilian woman is using more make up. Unlike the composer (who got annoyed by the muse who made up her face in one of his songs) the national beauty industry is excited with the change in behavior. Because of that, the three major brands of the country - Avon, Natura and O Boticário - are getting ready to attract this consumer who wants, more and more, to go beyond the eyeliner and lipstick towards the foundations, concealers, eyeshadows, blushes, and other itens.
At Avon, which dominates 49% of the commerce of make-up products in the country, the sales of products for face and eyes have been showing a strong trend of increase since the mid of 2008. "Only to have an idea, we sell an eyelash mascara every two seconds", says Luiz Felipe Miranda, CEO of Avon Brasil. Yesterday, the company launched its new make-up line, with the actress Ana Paula Arósio as its advertising girl. The items for coloring the skin stand out, going from compact foundation which also works as a concealer and sunscreen to the foundation cream that disguises open pores and removes the brightness from oily skins. The American multinational will announce, at the end of the month, its results related to the second quarter, but the executive already advances: "We had real growth in volume above the expected and better than in the first three months of the year", he affirms. From January to March, the manufacturer had a 12% increase in sales in Reais. In Dollars, however, there was an 18% fall.
Natura, that should announce its results on the 19, has also sold more make-up items. Because of that, the company is launching in August the reformulation of its Aquarela line - which has the most consumers, according to Mônica Gregori, director of the Natura business unit which includes make-up products, mentioning the market data. "The make-up products are demanded by movement, since a great part of the purchases are made on an impulse", she says.
O Boticário is also about announce novelties. In September the company from Paraná puts will supply its chain of stores with the new Intense line, with products up to 50% cheaper than the traditional items of the brand. In fact, the line is the result of the success of one single article, the Intense lipstick, launched in 2008 at a price way below the products of the brand. "The success of the Intense lipsticks encouraged us to increase the line, seeking new consumers. And that good performance did not affect the sales of the other lipsticks, which made us notice that we have a potential market for both make-up profiles ", affirms Marseilles Tinelli, make-up manager category of the company.