São Paulo – Offering three lines of hair care cosmetics that range from shampoos and conditioners to straighteners and hair bleach, the São Paulo-based company Cless ships 50% of its exports to the Middle East. Now, after the financial crisis, which particularly affected the European market, the company expects to increase its sales to Arab countries by up to 30%.
Cless has been exporting to the Arabs since 2005. The main buyer in the region is Saudi Arabia, but the company also sells to Iraq, the United Arab Emirates, Kuwait, Lebanon, Egypt, Morocco and Yemen.
Contact with the Arabs was established at a beauty industry fair in Bologna, Italy. In 2006, the company participated for the first time in BeautyWorld Middle East, the region’s leading beauty industry fair, held annually in Dubai, in the United Arab Emirates. Ever since, even though it does not attend the fair every year, Cless has conquered nine exclusive distributors in the region.
“We have developed each of our distributors in those countries, and business has grown. The market responded real well to our products,” says Bruno Weiers, marketing manager for Cless.
Cless exports three out of five lines in its portfolio to the Arabs: Charming, which includes sprays, mousse, shampoo, conditioner, frizz remover, and emulsion; Care Liss, with bleach, hydrogen peroxide and cream; and Essenza, comprising hydrating creams, straighteners, and shampoos for hair treatment.
This year, for the first time since 2005, the company is not going to the fair in Bologna, and the event in Dubai will be the only international event it will attend. In order to increase sales to the Arabs, Cless is betting on increasing its portfolio of products. "We are adding a Premium hair care line and a new line of finishers, which will lead the portfolio to double in size," claims Weiers.
The packages of the exported products include texts in three languages, Portuguese, English and Arabic, and are also sold on the Brazilian domestic market.
Cless was founded in 2004, is headquartered in the city of Barueri, in the Greater São Paulo region, and has approximately 400 employees.
Contact
Maurício Campos – Trader
Tel: +55 11 8145-4751
e-mail: mauricio.campos@cless.com.br
*Translated by Gabriel Pomerancblum
