São Paulo – Mix-Use, a hair cosmetics manufacturing company based in the state of Rio Grande do Sul, is prospecting the Arab market. The company makes products for professional use and is in talks with importers in Saudi Arabia and the United Arab Emirates. According to the Mix-Use export coordinator, Leonardo Spadari, the buyers in the two Middle East countries contacted the company at the 11th Hair Brazil, a beauty fair held last March in São Paulo.
According to Spadari, samples have been shipped to the region. "The market is promising, there is a good demand, and they are open to foreign trade,” says the coordinator, based not only on his own experience but also on Beautycare, an export fostering project of which Mix-Use is a part, under the coordination of the Brazilian Association of Toiletries, Perfumes & Cosmetics Industries (Abihpec) and the Brazilian Export and Investment Promotion Agency (Apex).
Mix-Use decided to invest in brand internationalization two years ago. For such, in April last year it began to set up its foreign trade department, which is headed by Spadari, and looked for the necessary certifications and records, in addition to preparing for the sale of products with labels and instructions in English and Spanish. No foreign sales have been closed yet, but according to the coordinator, the company is ready to export, and prospecting markets. Spadari explains, however, that the goal is not just to import, but to internationalize the brand, using marketing strategies overseas.
Despite its interest in entering the Arab market, the main objective of Mix-Use is to sell to Latin America. The nearness with Brazil, the similar language and hair type are the reasons. “But we are open to other markets,” says Spadari. Looking out for exports, the company has promoted a few international prospecting trips to Latin America and Europe, is seeking representatives abroad, and plans to attend foreign fairs. The dates and fairs have not been selected yet.
SulMix, the owner of the Mix-Use brand, has its manufacturing and administrative units in the municipality of Montenegro, as well as a commercial and marketing office in Porto Alegre. The company has 70 employees, and designs and manufactures its entire product line. “We have a Research and Development department,” says Spadari. Mix-Use’s product lines are geared towards hairdressers, but some hair maintenance products are available for public consumption. These, however, are sold only at beauty parlours.
Products include hair colouring, treatment, and finishing (modellers, gels etc.). Mix-Use calls its lines treatment products. Each is turned to a different need or hair type, comprising various products. There is the program for blonde hairs which removes unwanted tones of yellow, for instance. The company releases two new collections each year, always inspired on different themes.
Contact
Mix-Use
Website: www.mixuse.com.br
Telephone: +55 51 3085-0151
*Translated by Gabriel Pomerancblum
