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L’Oréal to manage three more brands in Brazil

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LâOréalâs luxury division starts operating this month in Brazil three brands that were already available in the country, but in the hands of other companies. The company brings into its direct operation the brands Azzaro, Mugler and Prada with the goal of increasing the share of its luxury division in the companyâs revenue.The Brazilian market is the second largest for fragrances, second only to the United States, and the fourth largest for beauty products in the world. Sabrina Zanker, marketing director of L'Oréalâs luxury division in the country, says that in more consolidated economies the luxury segment responds for 20% to 25% of the beauty market, compared with 8% in Brazil.The goal of bringing the three brands into LâOréalâs operation is to contribute to make this slice grow in the coming years. âBeing a big fish in a small aquarium is not going to be relevant. I need to be a big fish in a big aquarium,â Ms. Zanker told Valor.The perfume category has been one of the driving factors of the beauty sector in the country. From January to April of this year, the segment was the best performer, with an increase of 22% on ex-factory sales, according to the Brazilian Association of the Perfumery, Cosmetics and Personal Hygiene Industries (Abihpec). Sales of the entire sector rose 5.7% in the period.In perfumery, the highlight are the products designed for the female public, which saw a 26% growth in the first four months of 2021, while male perfumery grew 15%. âPromotional actions and commemorative dates, such as Motherâs Day, contributed to boost consumer spending in this segment in the period, as well as the Brazilian culture of using perfume to promote well-being,â Abihpec said in a note.In full 2020, according to consultancy Euromonitor, the sale of fragrances in the domestic market grew 6.1%, to R$27.97 billion, compared to 2019. It was higher than the combined growth of the beauty, hygiene and cosmetics segment, which jumped 4.7%, to R$122.41 billion. The consultancy projects that the category will grow 42.6% by 2025, behind only the skin care items, which should jump 51% over five years.Until now, LâOréalâs luxury division was transitioning the three brands to the companyâs operation in the country, which included procedures such as inventory management...

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