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Contém 1g’s Pink Femme launches unique business model in Brazil

Moisturizers, body oils, body scrubs, colognes and deodorants - all with the same fragrance and the same hot pink packaging. This is Contém 1g’s daring plan to return to Brazil’s perfumery market with its new brand Pink Femme.

Daniel Rubini, director at Pink Femme

Daniel Rubini, director at Pink Femme

Operating in the retail market for over 30 years and with 170 stores throughout Brazil, Contém 1g has become well known for its cosmetics and fragrances. However, a restructuring process that took place seven years ago switched the company’s focus to makeup, with the launch of concept stores for the prestige market.

With an investment of R$ 2 million, which included the installation of a manufacturing plant, Pink Femme debuted in Brazil with a body care range developed from one single aroma. Today, there are 25 items – and another 15 are to be launched – with prices ranging from R$ 13 to R$ 68, aiming to attract upper-middle and middle-class customers.

As well as traditional franchise stores and kiosks, Pink Femme brings another novelty to Brazil: the twister stand model, a furniture piece suitable for narrow or high traffic areas such as hallways in shopping malls, universities, gym clubs, bus and train central stations.

Pink Femme's twister stand

Pink Femme’s twister stand

With a maximum area of 3m2 when in use and only 1m2 when closed, the twister has shelves for product display, drawers for stock storage, space for a computer and casters to allow for easy mobility. The upfront investment for the twister model may also please potential franchisees: R$ 48,000 versus R$ 78,000 for a kiosk and B$ 95,000 for a store.

Since its launch, Pink Femme has opened four stores in Sao Paulo – at Shopping D, Tiete Plaza, Aricanduva and Central Plaza malls – with an average sale per transaction of R$ 60. The company plans to end 2014 with 20 points of sale in Brazil.

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