São Paulo – The Arab Brazilian Chamber of Commerce took over 15 bloggers and digital influencers to get to know the 42 Brazilian companies exhibiting at BeautyWorld Middle East, the beauty products trade expo that ended this Thursday (10) in Dubai, United Arab Emirates. The companies have signed up to the program Beautycare Brazil, a partnership between the Brazilian Association of the Cosmetic, Toiletry and Fragrance Industry (ABIHPEC) and the Brazilian Trade and Investment Promotion Agency (Apex-Brasil).
“This year we noticed a great change by the brands, which began to recognize the vegan movement. Many more companies now have natural, organic and vegan lines, which is good to see, since the vegan community is growing in Dubai,” said the blogger Slava Noor, who runs the website The Pink Fins, via an audio message to ANBA. “It’s great to see these type of products,” she added.
According to her, it’s worth checking out the Brazilian products since the brands are always renewing themselves. “I believe that the market is really interested in Brazilian products, hair products, for instance, which are famous among the public, something that people see when they go to [beauty] salons,” she pointed out. “It was very interesting to come [to the Brazilian pavilion] and I will, definitely, return in the next editions,” she concluded.
Rafael Solimeo, the Arab Chamber’s executive of International Business, was at the cosmetics expo throughout the week and only had high praise for the event. “The number of visitors was great, the companies of the project Beautycare Brazil were really prepared, I thought all of them were really professional,” he remarked. “The products that they brought were very different from other years, products that are booming, vegan, organic, halal. I could notice that this year the companies have gone a step further, caring about the culture of the Arabs, the environment, more and more working to stand out in the market,” he said.
Solimeo added that the companies brought with themselves catalogues, packaging and samples translated not only to English, but also to Arabic, and that they innovated in their products. “There were brands, for instance, with products made of açaí berry, creams with the scent and color of açaí berry, or brands that use coffee beans, the smell of coffee,” he told. “This was something that I didn’t see in other stands,” he said.
Solimeo said that the companies took to the cosmetics expo products with unique Brazilian features, strengthening the country’s brand. “There was even a company that uses precious stone in the product’s formula, it ends up with a really nice color, shiny, very cool,” he said.
For the executive, the initiative with the bloggers and digital influencers was a success. “They’re the ones that talk with the end client at the end of the day,” he said. “Consumers follow these blogs, they’re connected via social media and want to know the trends, and the Arab Chamber is doing this [via this initiative], taking the product that’s in the expo and bringing it to the end consumer,” he said. It’s the second consecutive time that the Arab Chamber organizes a marketing activity such as this at BeautyWorld Middle East.
Translated by Sérgio Kakitani
