{"id":358826,"date":"2023-09-12T19:16:44","date_gmt":"2023-09-12T22:16:44","guid":{"rendered":"https:\/\/anba.com.br\/jordanian-company-higeen-to-sell-cosmetics-to-brazil\/"},"modified":"2024-03-22T16:58:32","modified_gmt":"2024-03-22T19:58:32","slug":"jordanian-company-higeen-to-sell-cosmetics-to-brazil","status":"publish","type":"post","link":"https:\/\/anba.com.br\/en\/jordanian-company-higeen-to-sell-cosmetics-to-brazil\/","title":{"rendered":"Jordanian company HiGeen to sell cosmetics to Brazil"},"content":{"rendered":"

S\u00e3o Paulo \u2013 Jordanian<\/strong> brand HiGeen<\/a> seeks to expand to the Brazilian market. To win over local consumers, the cosmetics and hygiene company<\/strong> closed a partnership with De Biase & Presbiteris, a Brazilian importer owned by businesswoman Julia de Biase.<\/p>\n

\"\"
Hayek, de Biase, and Elmughrabi: Bringing HiGeen to Brazil<\/em><\/figcaption><\/figure>\n

\u201cI was approached by Karen Hayek, who knew HiGeen, to negotiate with them. In February last year, I visited the company\u2019s headquarters in Amman to learn about the structure and products. We reached an agreement for me to represent the company nationwide,\u201d said De Biase.<\/p>\n

De Biase\u2019s importer already registered 70 brand products with the Brazilian regulatory entities. After the registration stage is complete, the products will be delivered to the stores ready to be sold. The first container is expected to arrive in late November or early December 2023, and sales could begin in the first two months of 2024 in the city of S\u00e3o Paulo.<\/p>\n

\u201cWhen you conquer the capital of S\u00e3o Paulo, you conquer Brazil. Therefore, when the brand is consolidated in S\u00e3o Paulo, we could extend the partnership with other distributors to reach the entire country,\u201d explained De Biase.<\/p>\n

To serve all consumers, both Arabs<\/strong> living in Brazil and Brazilians, the importer is setting up a commercial structure in S\u00e3o Paulo.<\/strong> \u201cWe chose Brazil because it is considered one of the world\u2019s leading cosmetics buyers. It is a large country with many opportunities for growth due to its many inhabitants. We will invest in Brazil and then expand the business to other countries in Latin America,\u201d said Emad Elmughrabi, commercial manager of HiGeen (in the opening picture, at Beauty Fair)<\/em>.<\/p>\n

\u201cWe are investing heavily in the Brazilian market. We know it will be a big challenge to win over consumers, as we will start from scratch, but we will count on the expertise of De Biase, who already has an established company, to grow,\u201d said Karen Hayek, manager of the HiGeen brand in Brazil.<\/p>\n

Brand awareness and main products<\/strong><\/p>\n

\"\"
HiGeen offers children’s products<\/em><\/figcaption><\/figure>\n

With its headquarters and plant located in Amman, the capital of Jordan, HiGeen currently exports to 40 countries, including all nations of the Arab League<\/strong> and some in Europe.<\/p>\n

In its country of origin, products are sold online and in pharmacies and supermarkets. \u201cIn the Middle East, the brand is recognized, and products can be found on the shelves of large supermarkets,\u201d said De Biase.<\/p>\n

In the Brazilian market, sales will be made by distributors, who will negotiate with the importer De Biase & Presbiteris. The brand sells over 200 products, including alcohol gel, body soap, antiseptic hand and body soap, antibacterial wipes, dental gel, disposable gloves, cotton swabs, shampoo, massage cream, cotton, deodorant, mask, comb, and diapers.<\/p>\n

Preparing the ground for sales, HiGeen decided to promote its brand at Beauty Fair, the biggest beauty show in Latin America, which takes place in the capital of S\u00e3o Paulo until this Tuesday (12). Present on every day of the event, company representatives spoke with consumers.<\/p>\n

\"\"
HiGeen: Over 200 produsts in its portfolio <\/em><\/figcaption><\/figure>\n

\u201cHiGeen\u2019s best-selling products are alcohol gel and hand sanitizer. During the days at Beauty Fair, we understood the local market\u2019s main interests. Therefore, we will invest in children\u2019s items, body creams, and tanning lotion,\u201d added Hayek.<\/p>\n

According to Elmughrabi, when differentiating the brand from competitors, HiGeen stands out because it makes premium products at more affordable prices.<\/p>\n

\u201cI\u2019m sure HiGeen products will win over not only the Arab public who lives in Brazil but also Brazilians. The brand is high-quality and second to none sold here,\u201d said De Biase. \u201cSome items are differentiated because they are made with very Arabic ingredients. Harrar, for example, which works as an anti-inflammatory ointment, is made from Zaatar, an Arabic spice. We don\u2019t have any other ointment here made with that,\u201d said De Biase.<\/p>\n

Translated by El\u00fasio Brasileiro<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"

The brand closed a partnership deal with a Brazilian importer and expects to start selling its products in the Brazilian market in early 2024. HiGeen produces shampoos, soaps, body creams, cotton swabs, deodorants, and other cosmetics.<\/p>\n","protected":false},"author":2342,"featured_media":351138,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[107],"tags":[422,6808,4143,33010,45144,1914,45145,45154,24887,497,45155,27311,26612,45146,45157,45147,45148],"class_list":{"0":"post-358826","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-business-opportunities","8":"tag-arab","9":"tag-arabe-en-2","10":"tag-arabic","11":"tag-cosmeticos-en-2","12":"tag-cosmeticos-jordania","13":"tag-cosmetics","14":"tag-higeen","15":"tag-higreen-shampoo","16":"tag-hygiene-products","17":"tag-jordan","18":"tag-jordan-cosmetics","19":"tag-jordania-en-2","20":"tag-julia-de-biase-en-2","21":"tag-marca-nova-de-cosmeticos","22":"tag-new-brand-of-cosmetics","23":"tag-produtos-higiene","24":"tag-shampoo-higeen"},"wps_subtitle":"The brand closed a partnership deal with a Brazilian importer and expects to start selling its products in the Brazilian market in early 2024. HiGeen produces shampoos, soaps, body creams, cotton swabs, deodorants, and other cosmetics.","_links":{"self":[{"href":"https:\/\/anba.com.br\/en\/wp-json\/wp\/v2\/posts\/358826","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/anba.com.br\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/anba.com.br\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/anba.com.br\/en\/wp-json\/wp\/v2\/users\/2342"}],"replies":[{"embeddable":true,"href":"https:\/\/anba.com.br\/en\/wp-json\/wp\/v2\/comments?post=358826"}],"version-history":[{"count":0,"href":"https:\/\/anba.com.br\/en\/wp-json\/wp\/v2\/posts\/358826\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/anba.com.br\/en\/wp-json\/wp\/v2\/media\/351138"}],"wp:attachment":[{"href":"https:\/\/anba.com.br\/en\/wp-json\/wp\/v2\/media?parent=358826"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/anba.com.br\/en\/wp-json\/wp\/v2\/categories?post=358826"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/anba.com.br\/en\/wp-json\/wp\/v2\/tags?post=358826"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}