São Paulo – Beox, a manufacturer of professional hair care products, has started its internationalization process in North Africa. Next week, the company is going to ship its first order to Egypt, and is already negotiating with an importer from Morocco. “Our strategy is to start with Egypt and then reach the other Arab countries,” said Francine Arraias, partner/owner of the company, based in the city of São Paulo.
According to the businesswoman, contact with the importer – who is a descendent of Egyptians, but was born and lives in Chicago, United States – took place as Beox was participating in a trade show for the industry in Los Angeles. “He owns a chain of beauty salons in Chicago, where our products are already very successful, and now he is going to be our distributor in the Arab country,” she stated.
According to her, the research and tests for developing new products takes around a year. The Beox line is used for hair treatment, straightening, hydrating, maintenance and finishing. “Our main focus abroad is Brazilian hair straightening, also known as Brazilian keratin treatment,” said Francine. “Our treatments usually include shampooing, straightening, hydrating and finally finishing. Everything is keratin-based,” she explained.
For its hair straightening line, the brand developed products for the Moroccan hair straightening,” which uses white clay and amino repair, “chocolate straightening,” using properties of cocoa, and assai and guarana straightening, made from Brazilian tropical fruit.
The company’s head office, which houses its trade and product development departments , counts on 12 employees. Production is outsourced and involves 30 other employees. The businesswoman is expecting growth of 70% in 2010. "We are really optimistic regarding the growth of exports, which currently account for 35% of the company’s revenues, and we are betting heavily on the Arab as a long-term partner," she said.
In the domestic market, the company is present in approximately 20 states of Brazil. In the foreign market, aside from Egypt, the company sels to the United States, Canada, Venezuela, Colombia, Guatemala, Costa Rica, El Salvador and the United Kingdom.
The Beox brand was founded in 2005 and purchased by Francine in April 2008. At that time, it only offered three products. In that same year, Beox launched nine more items and exhibited at the first trade show for the segment. In 2009, the company presented its new items at Hair Brasil, the leading fair for the segment in the country. Successful sales led the company to launch 40 new items and enabled it to participate in nine trade fairs abroad, in places such as Bogota, Colombia; and Las Vegas, Orlando, Miami and Los Angeles, in the United States.
Contact
Site: www.beox.com.br
Telephone: (+55 11) 3537-4347
*Translated by Gabriel Pomerancblum
