São Paulo – Brazilian firms were present at Africa’s largest cosmetics and beauty show. Cosmetista Expo North & West Africa took place from May 27 to 30, and this was its sixth edition, which took place in the pavilions of the International Trade Fair Center in Casablanca, Morocco.
The Brazilian mission was organized by Beautycare Brazil, a project that promotes the Brazilian cosmetics and toiletries industry worldwide and is carried out by the Brazilian Personal Care and Cosmetics Association (ABIHPEC) in partnership with the Brazilian Trade and Investment Promotion Agency (ApexBrasil). The participation in the show was also supported by Brazil’s Embassy in Casablanca. “The cosmetics market in Morocco is promising, and they love the cosmetics from Brazil,” the agricultural attaché at Brazil’s Embassy in Casablanca, Ellen Elizabeth Laurindo, told ANBA.
The event saw the presence of eight Brazilian brands that are part of the sectoral project. Five of them showcased their products in the Brazil Pavilion, namely Agilise Cosméticos, Brazil Cosmetics, Brazilian Secrets Hair, FitCosmetics and Sweeteez Professional. Sarah K Professional, Private Cosméticos and Embelleze participated in the event via local distributors.
According to Beautycare Brazil, 329 business meetings were held, achieving USD 615,000 in exports, with USD 2.2 million more to be expected in the next 12 months.
“As this is one of the leading industry events in Africa and the first participation of a Brazilian group in the show, we believe we’ve achieved great results, and exhibitors have high expectations for cultivating business. It was a very challenging show in regard to operational issues, but the presence of Brazilian brands and the support of our partners, the Embassy staff and the interest of visitors in our products showed we’re building a new path to boost our exports,” Tiago Milani, International Business coordinator of ABIHPEC, was quoted as saying in a statement.
Translated by Guilherme Miranda
