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Italian beauty salon chain Philip Martin’s plans 20 new stores in Brazil by 2022

With two salons currently operating in Curitiba and Campinas, the company works exclusively with own-brand organic products and promotes a more natural lifestyle.

Philip Martin’s counts some top names such as fashion designer Valentino Garavani and the Duchess of Cambridge Kate Middleton among its list of customers, but the celebrities haven’t been the only reason behind the brand’s success. The 100% organic company was founded in Italy just over 10 years ago and is already operating in 26 countries, including Brazil, where it first arrived in 2015. The first Brazilian salon opened its doors in Curitiba and the second in Campinas, earlier this year.

José Neuro Turcatto, brand manager for Philip Martin's in Brazil

José Neuro Turcatto, brand manager for Philip Martin’s in Brazil

We picked Brazil for its huge domestic consumption potential and also because there were no organic salons on the market. Curitiba and Campinas are often selected as test markets for the launch of new products and services due to their customers’ high demand for quality and performance, as well as best value for money,” says brand manager José Neuro Turcatto, who is also the franchisee at both salons.

He says Philip Martin’s aims to bring a new customer experience to the professional Brazilian beauty market. The so-called ‘hair spa’ provides a calming and relaxing atmosphere, where there are fewer customers coming in and out and the noise that is common to most hair salons is reduced with hair dryers being used in a soundproof room. Basin chairs have a massage function, where clients also receive a facial skin cleansing, hand exfoliation and hot stone head massage.

The chain works exclusively with own-brand products, all manufactured in Vincenza, Italy, using natural and organic ingredients, including coconut water, aloe vera, sugar cane and cocoa, in addition to other non-harmful chemicals. There are 190 products in total, including hair care and skin care. A makeup range has recently been released in Italy, but is not yet available in Brazil.

As well as attracting people who seek a healthier lifestyle, Philip Martin’s also caters for those who are recommended not to use products with potentially toxic chemicals, such as pregnant women, children, people undergoing cancer treatments and allergy sufferers. Customers can purchase organic home care products, which are exclusive to Philip Martin’s salons. “With the increasing focus on healthy living, the search for organic products has increased and will continue to grow indefinitely,” says Turcatto.

The menu of services available in Brazil was created by a technical team at the Milan headquarters, and includes image consultancy, haircuts, hair color and hair treatments – the company’s flagship service in Brazil. Turcatto says about 80% of Brazilians experience some kind of hair damage, mainly as a result of harsh chemicals. “Services such as keratin treatments and hair straightening are much more popular in Brazil than in other countries around the world. These services go against our philosophy and we do not perform them at the Philip Martin’s salons.

He reveals that the company’s expansion plan foresees the opening of 20 stores in Brazil by 2022. “We have an aggressive growth plan and have already selected all locations we aim to target,” he says. Sao Paulo, Rio de Janeiro, Porto Alegre, Fortaleza, Goiânia, Balneário Camboriú, Joinville, and Ribeirão Preto are among the locations confirmed by the salon chain.

Philip Martin’s currently operates 36 company-owned salons and 230 franchises worldwide. The franchisees are granted exclusivity in their location, and are free of royalties, fees or profit sharing arrangements. “Each franchise operator owns their own business,” explains Turcatto. The investment required to open a Philip Martin’s salon ranges from € 70,000 to € 200,000, depending on its size and particular features.

Renata Martins

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