{"id":309775,"date":"2022-04-06T09:38:29","date_gmt":"2022-04-06T12:38:29","guid":{"rendered":"https:\/\/anba.com.br\/?p=309775"},"modified":"2022-04-07T11:58:37","modified_gmt":"2022-04-07T14:58:37","slug":"star-cosmetics-outlines-plans-to-return-to-pre-covid-levels","status":"publish","type":"post","link":"https:\/\/anba.com.br\/en\/star-cosmetics-outlines-plans-to-return-to-pre-covid-levels\/","title":{"rendered":"Star Cosmetics outlines plans to return to pre-covid levels"},"content":{"rendered":"

S\u00e3o Paulo \u2013 The Star Cosmetics <\/strong>brand founded by Egypt\u2019s Rasha Shelbaya<\/a> is moving forward an agenda to make its business return to pre-pandemic levels by the end of 2022. The cosmetics company was created and established in Brazil but has also reached countries like Egypt, United Arab Emirates, Saudi Arabia, Oman, and Libya.<\/p>\n

During the pandemic, the company went through difficult times. The company\u2019s CEO explains that she has seen the cosmetics market<\/strong> halting in different places since 2020 and that the brand\u2019s points of sale had to slow down in Brazil and other countries. \u201cWe tried to cut costs as much as possible by decreasing paid worker hours for three months and moving to a smaller office,\u201d the businesswoman explained.<\/p>\n

\"\"<\/a>
Rasha Shelbaya created a cosmetics brand in Brazil<\/figcaption><\/figure>\n

To recover from financial losses, the Egyptian has outlined new strategies to go back to work with a scale-out plan. \u201cWe started resuming our work in mid-2021 with 40% of our capacity, and now we\u2019re at 70%. We plan on going back to full force by late 2022,\u201d she said.<\/p>\n

Some of the tools to go back to pre-coronavirus levels include social media. Shelbaya herself is an influencer, and she has used her personal experience in the brand\u2019s page. This has helped me to get closer to my clients and understand their needs by checking the market to maintain the most reliable plan for clients,\u201d she said.<\/p>\n

New products<\/strong><\/p>\n

Star Cosmetics has also worked to break into new markets. The company plans on diversifying the countries it operates in, so it has registered products in platforms like Europe\u2019s Cosmetic Product Notification Portal (CNPN) and the United States\u2019 health regulator FDA.<\/p>\n

During the pandemic, Shelbaya saw many companies closing doors around the world. \u201cI took a deep breath and reminded myself of the adventure I went through to come to Brazil as an investor seven years ago,\u201d she said, adding that she was inspired by Brazilian technologies to develop the composition of products for different types of hair<\/strong>. \u201cNow I\u2019m excited to continue down my path as the situation gets better,\u201d the Egyptian went on.<\/p>\n

As the most acute period is over, the CEO now wants to convey a message to businesspeople who\u2019re struggling with economic issues. \u201cDon\u2019t give up on your dreams and goals. You only have to be patient to reach them,\u201d she finished.<\/p>\n

Translated by Guilherme Miranda<\/strong><\/p>\n

Supplied\/Star Cosmetics<\/div>\n
Supplied\/Star Cosmetics<\/div>\n","protected":false},"excerpt":{"rendered":"

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