Isaura Daniel
São Paulo – Hair product industry Bonyplus is going to try to multiply sales to the Arab countries by ten in three years. The region already answers to half the company dye and cream export, although export to the region only began 11 months ago.
Bonyplus produces around 45 million units per year in their factory in Pinhais, in the interior of Paraná state, in southern Brazil, and exports around 5% of production, or around 2 million units. "We want export to reach 40% of production within the next three years," stated the company export manager, Paulo Canto Miranda.
Bonyplus products are shipped to Central America, the Mercosur, the United States, and Europe. Among the Arab countries, only Egypt, Libya, Morocco, Tunisia, and Sudan are not yet buying Bonyplus products.
The channel for negotiation with the Middle East and North Africa was opened after company participation in world fairs in the sector, including two editions of Cosmoprof, in Bologna, Italy, and BeautyWorld Middle East, which took place in Dubai, in the United Arab Emirates, at the end of April. There are currently ten company representatives in the Arab countries.
High income is favourable to sales
According to Miranda, one of the factors generating sales to the region is distributor interest in replacing European suppliers. "They are after better prices, quality, and options for negotiation. Apart from that, the population has high income and the women use many beauty products," he stated.
Consumption of beauty products is growing an average of 12.5% a year in the Arab countries, according to figures supplied by the Brazilian Association of Toiletries, Perfumes & Cosmetics Industries (ABIHPEC).
One of the activities that simplified the entry of Bonyplus products on the Arab market was adaptation of packaging. The industry exports 300 different products, and sends them in packages printed in Arabic and English.
In Brazil, Bonyplus products reach all regions. Eighty percent of the products are sold on the retail market, and 20% are distributed to hairdressers and aesthetic centres.
The company produces brands Beauty, Street Model, Power Colours and Sensilis. They produce from revitalizing, nourishing, combing, and post dye creams to peroxide. There is also a line of products called Bonygirls with shampoo, conditioner, and gel for adolescents.
Contact
www.bonyplus.com.br
Tel: (+5541) 667 0217
