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Markets & trends

Cosmetic manufacturers use amenities to win over and maintain the loyalty of high-end consumers

L’Occitane au Brésil has adhered to this strategy, allowing customers to try new products in places associated with pleasure and wellbeing.

João Del Cura, director of operations and R&D of the L'Occitane Group in (...)

João Del Cura, director of operations and R&D of the L’Occitane Group in Brazil

Hotels and cosmetic manufacturers have been forming strategic partnerships around amenities to provide guests with a memorable experience. It is a valuable opportunity for personal care companies to encourage product experimentation in places associated with relaxation and wellbeing, as well as a good chance to introduce their brands to a new audience and maintain the loyalty of existing customers. As for the hotel chains, it adds value to the guests’ stay and provides them with a unique experience.

With an eye on the heating up of Brazilian tourism ahead of the Rio 2016 Olympic Games, L’Occitane au Brésil announced that its miniatures will be available from May next year. “There is a trend in the hotel industry towards offering high quality products to guests and we want to take advantage of this move to promote the brand,” says João Del Cura, director of operations and R&D of the L’Occitane Group in Brazil.

Capim-limão (lemongrass) – the range selected to be displayed in hotel rooms – was developed in partnership with Harus, one of the leading companies in the amenity market in Brazil. It has five products for skin and hair care: shampoo, conditioner, body lotion and body wash (all in 30ml bottles), and bar soap (available in 25g and 50g). The products are created with lemon grass extract and have a cleansing, moisturizing and softening effect with a refreshing feel. Their citric fragrance is designed to appeal to both men and women. Brazilian designer Marcelo Rosenbaum is the name behind the packaging of the original capim-limão range, which revamps PET bottles.

The industry has been investing in research and innovation to reduce thickness or weight and bring products into line with market prices. Del Cura says it is no longer enough to offer standard soaps and shampoos in the hotel suites to please an audience that is becoming increasingly more demanding. “The cosmetics selected by hotels are already seen as prestigious items, with high added value, designed to spoil the guests and maintain their loyalty. The hotel industry saw this demand and the brands have also understood that this is a growing market niche.

Natura Ekos amenities

Natura Ekos amenities

The successful formula used by L’Occitane en Provence with its amenities, which have reached the Brazilian market in 1996, inspired L’Occitane au Brésil to follow the same path. The French brand is available in around 100 hotels across the country with the Aromacologia, Verbena, Citrus Verbena and Karité lines.

Investing in amenities has also been part of Natura’s operations since 2004, with miniatures of the Natura Ekos range. It focuses on the high standing of Brazil’s biodiversity, with products created from natural ingredients and inspired by the country’s popular traditions. The line includes shampoo, conditioner, bar soap, body moisturizing nectar and foaming bath.

Brands Tododia and Plant were also included in the amenity portfolio in early 2015. Natura is currently found in around 300 hotels throughout Brazil, ranging from small inns to large chain establishments.

According to Herlan Paiva, new business manager at Natura, the association of products and brands that add value to the hotel experience helps charm the guests and make them loyal. “This segment is an important contact channel with customers as it creates brand awareness and allows for product experimentation.

The brands did not reveal investment or ROI figures from amenities for strategic reasons.

Amanda Mont’Alvão Veloso

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© 2015 - Brazil Beauty News - www.brazilbeautynews.com

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