Brands bet on luxury perfumes, cosmetics
One of the oldest perfume houses in France, Guerlain, founded in 1828, has just started direct online sales in Brazil to serve the ultra-premium segment. Their products aim at a public of very high purchasing power, who buys facial lotions in the range of R$8,400 (50 ml) and perfumes that cost R$5,100, such as Muguet (145 ml), whose bottles are numbered and of which only 15 units will come to Brazil. Another company that has just made a bet on the luxury market is the French brand Lancôme, which partnered with Palácio Tangará Hotel, located next to Burle Marx Park in São Paulo, to inaugurate their first spa in Latin America last month.With a strong position in fragrances, Brazil ranks second worldwide in the segment, with annual sales of $7 billion, behind only the United States, which, according to data from global consulting firm Bain & Company, has a market of $11 billion. As for makeup and facial care, China and the United States take the lead, and Brazil ranks distantly in the 8th and 19th positions, respectively.In the case of Guerlain, the products that reach the market are now exclusive to its e-commerce, which already went live in Brazil. Since there are no boutiques of the brand in the country yet and only multi-brand stores, online sales for this line are the only option."It’s a first step," said Ms. Viviane Koyama, general director of Guerlain in Brazil, when explaining that the high perfumery of the brand opted for this direct strategy to have "real control of the quality of ultra-luxury products and keep in contact with that target consumer that seeks increasingly exclusive product lines." Although the website — to be officially launched on August 16 — sells the entire line, multi-brand stores will continue to market the same portfolio available until now. These stores are Beleza na Web, Época Cosméticos, and Sephora.Brazil is the second largest representative of the brand in Latin America. Mexico takes the first position on the global map, where Asia and Europe are the biggest markets. However, Brazil is the first to have a website to sell the high luxury products, which includes the L’Art & La Matière product line, with candles and diffusers price ranges starting from R$725 to R$4,550 depending on the size.The lotions of the Orchidee Imperial Black line, produced from the black orchid native to Peru, are among the most expensive lotions in the world, with prices higher than the Swiss La Prairie, one of Guerlain’s competitors...
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