Premium Beauty News – Which manufacturers of the group are current in Brazil?
André Abramo – The group at present invests in two manufacturers for the nationwide territory technique, L’Occitane en Provence and L’Occitane au Brésil, however Sol de Janeiro, which is additionally a part of the group, is now one of many Sephora manufacturers that is in all shops world wide, together with our nation.
Premium Beauty News – You opened a manufacturing unit in Brazil, do you produce for different manufacturers than L’Occitane au Brésil ?
André Abramo – Our manufacturing unit, positioned in town of Louveira, São Paulo, was opened particularly to assist us with the enlargement and improvement of the L’Occitane au Brésil model. It will assist us develop L’Occitane au Brésil, which is the model that can develop considerably over the subsequent three years. The L’Occitane en Provence merchandise are produced in our manufacturing unit in Manosque, in the center of Provence, in France.
Premium Beauty News – How is the co-existence of the 2 L’Occitane manufacturers happening the Brazilian market?
André Abramo – Although the common shopper sees L’Occitane as a giant model, the place we now have an imported product proposal and a nationwide product proposal, manufacturers are more and more in their particular territories.
L’Occitane en Provence grows in Brazil inside the premium market share, guaranteeing its model positioning and the proper shopper profile for our base, which is the category A shopper [the most affluent category, according to the ranking in force in Brazil – Editor’s note]. L’Occitane au Brésil, we’re more and more related to the category B, aspirational C shopper, with the recruitment of recent customers virtually doubling in measurement yearly, in addition to seeing a big arrival of younger customers who’re extra in attending to know the model for his or her magnificence care.
Premium Beauty News – And in phrases of gross sales?
André Abramo – In quantity, L’Occitane en Provence grows by 5 to six% in product quantity and L’Occitane au Brésil grows by 35 to 40% in quantity, virtually doubling each the patron base and manufacturing. Having our personal manufacturing unit, enabled us to deal with the demand in report time.
In worth, L’Occitane en Provence is rising above 7% in the nation whereas L’Occitane Brésil is rising above 35% for the third consecutive 12 months. The two manufacturers don’t cannibalize one another, quite the opposite, they’re rising collectively, strengthening themselves for various tribes in the Brazilian market.
L’Occitane en Provence has 100 shops and L’Occitane au Brésil 200 shops and kiosks. We have aggressive enlargement plans for L’Occitane au Brésil, with the goal to succeed in new territories and meet the demand of recent customers.
As the market in Brazil for premium cosmetics is 5%, logically the chance for the mass market seems larger. L’Occitane au Brésil will probably be by far our greatest model in Brazil.
Premium Beauty News – Do you propose to develop L’Occitane au Brésil on different markets in Latin America and elsewhere?
André Abramo – It is a model that can see its best growth in the Brazilian market, actually being essentially the most related market in the subsequent three years. The Brazilian market is big, and nonetheless dominated by just a few manufacturers which were available on the market for greater than 40 years. It is an enormous however invigorating problem because it is a market that has nice alternative.
Thinking concerning the internationalization of the model, we’re having fascinating conversations for the Latin American, European and Oceanic market, nevertheless it is not but a plan that we are able to share in the intervening time, as we’re in the strategic definition of the motion. What I can say is that L’Occitane au Brésil will probably be a model that can arrive in different markets, exterior of Brazil, quickly and in a related means as we now have knowledge and analysis that present us the chance that the model has for worldwide enlargement.
Premium Beauty News – What concerning the different manufacturers of the group, reminiscent of Sol de Janeiro in Brazil and Elemis?
André Abramo – We will solely concentrate on the 2 L’Occitane manufacturers in Brazil. Sol de Janeiro will proceed to be developed by the New York staff, primarily for the North American market. For the subsequent three years, as we count on our gross sales in Brazil to develop exponentially, there are not any plans to convey one other model from the group.
Premium Beauty News – What are the beauty expectations of the Brazilian shopper?
André Abramo – The Brazilian market is very robust in fragrances and hair care. We are creating improvements and main actions for the long run in these two classes. We will focus our efforts on our best-selling traces. We wish to stay on the forefront of the standard in the physique care class by creating breakthrough improvements for L’Occitane au Brésil.
Premium Beauty News – Is the presence of Brazilian substances essential for Brazilians customers?
André Abramo – Ingredients are essential for our model constructing, however an important factor is to concentrate on substances which have a direct relationship with the model’s mission, which is to have a good time Brazilian nature. Brazilian substances will all the time be protagonists, however with every new story we all the time wish to convey a Brazil that is nonetheless little recognized, each amongst Brazilians and the world, with the clear goal of unusual the patron and never displaying a caricatured or very apparent Brazil. Our French contact, in love with Brazil, will convey a sensorial shock in every ingredient of this nation of effervescent nature.
Premium Beauty News – What are the fragrances wanted by Brazilians immediately?
André Abramo – The Brazilian market is nonetheless on the lookout for recent fragrances with mild touches, since our local weather is largely scorching. It is no shock that our greatest vendor is Capim Limão, a perfume that is typical of Brazil and has a really subtle and citrus olfactory signature in simply the correct amount. Florals are additionally very profitable, however our florals all the time have surprising flowers, reminiscent of Flor de Carambola, which is one other success of the model.
Premium Beauty News – What is your imaginative and prescient of the Brazilian market?
André Abramo – The Brazilian magnificence market is a hotbed to be explored, nonetheless dominated by huge manufacturers. However new manufacturers are innovating and positioning themselves with related and totally different proposals. The Generation Z viewers is more and more setting traits, and is actually a scorching viewers for our nationwide model. Social networks have confirmed to be related for constructing a model and viewers, which is able to assist us develop considerably in the nation, by means of our personal shops, franchises and direct gross sales, which is a really robust channel in Brazil.
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“Our growth in Brazil is exponential”, André Abramo, L’Occitane
