São Paulo – Half of the exports of cosmetics company Sther, from Jundiaí, in the interior of São Paulo, are turned to the Arab market. In five years, the Brazilian factory has already got distributors in nine countries in the Middle East and North Africa. The target for this year is to increase sales to the region further and to find new clients.
To come even closer to the Arabs, Sther is going to participate for the fifth time in the Beauty World Middle East, a cosmetics fair that takes place in June, in Dubai, United Arab Emirates. "The fair is a great meeting point. It was thanks to the fair that we managed to open this market," stated the company manager, Lucilene Ribeiro.
According to her, the exhibition attracts buyers from the entire Middle East and Africa. "We still have many African countries to win," said the manager, who is already exporting to 35 countries. Of the company’s revenues, 10% comes from exports. Among the Arab countries, the company is already present in the Emirates, Saudi Arabia, Kuwait, Lebanon, Egypt, Syria, Iraq, Yemen and Libya.
The main Arab destinations for Sther products are the Emirates and Libya. "In the case of the Emirates, they are wholesalers, who pulverise the products to other markets from there," said Lucilene. According to her, the Lorys brand, of hair products, is one of the leaders in the Arab market. The creams for hair hydration are the most shipped, followed by hydrating shampoos, conditioners, cream for combing and tip repair, among others.
Apart from brand Lorys, Sther also has Suavity, of body hydrating creams: with 14 kinds of fragrances, liquid soap, body oil and deodorant. On the market for over 30 years, the company employs over 100 people and produces six lines of products.
For this year, Lucilene estimates growth of 20% in total company exports. "We must be optimistic. The crisis has not reached us yet," she said. According to her, company foreign sales have been growing between 20% and 30% yearly.
Cosmetics in the Gulf
The 14th edition of BeautyWorld Middle East, to take place between June 7th and 9th, should include a Brazilian stand organized by the Brazilian Association of Toiletries, Perfumes & Cosmetics Industries (Abiphec) in partnership with the Brazilian Export and Investment Promotion Agency (Apex-Brasil). In its last edition, last year, the fair brought together 693 companies from 44 countries and was visited by 17,000 people from 101 countries.
According to information on the Abiphec site, the Gulf has over 40,000 beauty parlours. Per capita consumption of cosmetics and fragrances is among the highest in the world. It is estimated that the average of purchases in the region is US$ 334 per person a year. The total value of sales of beauty products in the Middle East in 2007 reached US$ 2.1 billion. In the Emirates alone, the beauty and Spa market should have revenues of over US$ 600 million in 2009.
Contact
Sther Cosméticos
Site: www.sther.com.br
*Translated by Mark Ament
