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Embelleze targets new audience with newly launched brand Sou Dessas

After 48 years focusing on the mass market, Sistema Embelleze has decided to pin its hopes on the semi-prestige segment with a new business unit – Sou Dessas. The company operates as an independent trading system and five product lines have already been launched including sulfate- and paraben-free products, a treatment for damaged hair containing pepper extract, and skin care and hair care products for after swimming.

In addition to launching the new brand, in 2017 the group also started the international expansion of the Embelleze Institute for vocational training. Its first overseas branch opened its doors in Quito, Ecuador, and received investments of US$ 200,000 to cater for a total of 1,500 students. The group’s VP Jomar Beltrame announced plans to expand into the US and Dominican Republic. Brazil Beauty News talked to Wander Ganjar, Sou Dessas brand manager, about Embelleze’s entry into this new segment.

Partiu Praia range

Partiu Praia range

Brazil Beauty News - What needs and goals inspired Embelleze to launch the new business unit?

Wander Ganjar - This project marks the holding’s entry into a market that is new to Embelleze as we have traditionally been focused on the mass market. Sou Dessas is positioned at the semi-prestige level, which encompasses the upper middle class and the middle class as an aspirational brand, targeting females aged 15 to 60 years.

Brazil Beauty News - What is the strategy behind the new venture in terms of production, marketing and logistics?

Wander Ganjar - We have recently acquired a new manufacturing facility to cater for the production of the entire Sou Dessas brand and also for our professional division, Embelleze Salon.

As for the marketing strategy, the brand was created within a digital environment. Therefore, any brand promotion strategy and activity will be incorporated into this universe. At the same time, we are developing POS solutions, leveraging our social media platforms, and creating quality content about our product lines. We firmly believe in the relationship established between the customers and each range of products, which ultimately impacts on their perception of the brand. The digital environment allows us to streamline this connection based on a trustful relationship.

In terms of distribution, we will count on the holding’s established structure and support.

Brazil Beauty News - Has Embelleze carried out any research prior to developing the products and establishing their target market?

Wander Ganjar - Sou Dessas’ concept and product development were inspired by the needs, choices, habits and wishes of consumers themselves. It celebrates female diversity.

The products are a result of an ethnographic research where we conducted a deep online analysis of female behavior. This allows consumers to identify themselves as co-creators of each product. When they discover a product and decide to bring it along, they are endorsing the brand and reaffirming their role in its conception.

Brazil Beauty News - Since Sou Dessas has a different target market, will it share the same sales and operations team with Embelleze or will it have its own team?

Wander Ganjar - Sou Dessas operates under the Embelleze holding company, but its structure is completely independent. Marketing and trade management are exclusive to the brand. We have introduced Sou Dessas with exclusivity to perfumeries, cosmetic stores and the pharma channel, where there had been a dedicated space for perfumery items.

Brazil Beauty News - In which Brazilian cities will the products be distributed? Have they hit the market yet?

Wander Ganjar - We have launched the brand simultaneously in Brazil’s main capital cities. Sou Dessas is currently available in 11 Brazilian states – Rio de Janeiro, São Paulo, Minas Gerais, Distrito Federal, Rio Grande do Sul, Bahia, Pernambuco, Ceará, Rio Grande no Norte, Espírito Santo and Alagoas.

Brazil Beauty News - Do you plan to export Sou Dessas products? Which countries do you intend to tap?

Wander Ganjar - Absolutely. The entire range was created to meet the requirements of the US, European and Latin American countries. We will use the logistics of our foreign trade branch to control overseas operations.

Amanda Veloso

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© 2017 - Brazil Beauty News - www.brazilbeautynews.com

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