São Paulo – Approximately 40 Brazilian companies are set to attend the fair BeautyWorld Middle East, which happens from May 26th to 28th in Dubai, United Arab Emirates. By attending, the companies expect to expand the exports from the sector to the Arab countries, which fetched US$ 15.5 million in 2014, an increase of 20.2% over 2013.
Among the companies attending, 19 are part of Beatycare Brazil, a project coordinated by the Brazilian Association of the Cosmetic, Toiletry and Perfumery Industry (Abihpec, in the Portuguese acronym) in partnership with the Brazilian Trade and Investment Promotion Agency (Apex-Brasil) to promote the sector’s sales abroad.
The industries Bionat, Brazilian Secrets Hair, Daltro Cosméticos, De Sírius, Embelleze, Est, Goz Cosméticos, Honma Tokyo, Ideal, Itallian Hairtech, Nazca Cosméticos, Nunaat, Prolab, Realgems Amenities, Sther Cosméticos, Studio Hair, Sweet Hair, Tech Line and Vidal Life are the members of Beautycare Brazil attending the event this year.
In 2014, the companies linked to the project exported US$ 4.3 million in beauty products to the Arabs, which amount to an increase of 38.7% over the previous year.
Gueisa Silvério, manager of Beautycare Brazil, explains that the good performance of the companies within the project among the Arabs is due to the fact that they focused on the region in its sales campaigns. “Some companies already have proper packaging [to the Arab market]. It’s a region that produces results”, she says. According to the executive, the goal of participating in the fair is “have good results and keep growing at full speed”. Currently, the project has 57 member companies.
According to Silvério, the participation in the Beautyworld Middle East is today the main strategy of promotion of the Brazilian products in the region. “The international fairs are very attractive. It’s an opportunity to establish new partners, present new products and strengthening your contacts”.
Besides the event, the companies also perform other actions to expand sales to Arabs. “There are companies that promote the Projeto Comprador (Buyer Project), bringing guests (potential buyers) to Brazil, individually or through a partnership with Apex. There are also those that focus their promotion on sales outlets, to strength the brand and expand exports, and some are planning to offer technical training for the application of hair products”, says the manager.
The teaching of these application techniques, explains Silvério, is an important point of the export process since several Brazilian companies that sell to the region are manufacturers of hair products, which have to be properly used.
To help in the training process, the Beautycare Brazil stand will have, for the second straight year, an area for product application, in which representatives of the companies will be able to perform demonstrations of the proper use of the items that are being dealt with clients. According to Silvério, this is the only international fair in which the companies of the project are able to use an application space.
Silvério says that natural ingredients and those from the Brazilian biodiversity are a hit among Arabs buyers, but that there are another factor that draws a lot of attention of foreigners. “The Brazilian beauty is another reference in the world. This boosts the image of the products”, he says.
He also points out other interesting data about the sector. “We have a survey that shows that, every two years, around 30% of the sector’s revenues come from new products”, he says, emphasizing the importance of the creation of new products. “The company needs to invest in innovation, technology, because the clients are after new features, innovation and beauty”, he says.
More companies
Besides the 19 industries that will be at Dubai for Beautycare Brazil, around 20 other companies will also attend the fair through a partnership between the Brazilian Network of International Business Center (CIN Network), coordinated by the National Confederation of Industry, Apex-Brasil and the Brazilian Micro and Small Business Support Service (Sebrae).
The project is headed by the CIN Network from Pará state and will bring to the fair companies from this state but also from Amazonas, Goiás, São Paulo and Rio Grande do Sul. Not all companies that will go to the fair through the partnership were already selected, but among the ones that already were are Amazon Green, Pronatus do Amazonas, Harmonia Nativa, Anna Morena, Emporio & Aromas da Amazonia, Verde Shop Distribuidora, Teclimp, BlantColor, Wydet, Vitalife, Toollon, Loren, Chamma da Amazônia, Juruá Cosméticos, Amazon Oil and Aromas da Amazônia.
“There are companies that are going to prospect and others that already do businesses in Dubai”, comments Raul Tavares, manager of CIN of Pará. According to him, the several other CINs already organized individual participation of the states in previous editions, but this time it’s the first time that the CIN Network attends as a national organization. “We’re going abroad carrying the brand Brasil instead of every state with its own brand”, explains the executive.
*Translated by Sérgio Kakitani
