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Companies & industry

Ligia Kogos Dermocosméticos invests in trade marketing and new product launches to grow by 300% in 2016

Ligia Kogos is well known as the celebrities’ dermatologist due to her extensive clientele of famous faces. In addition to her busy clinic schedule, she is currently working to expand the range of dermocosmetics that bears her name and was launched in 2001. Ligia Kogos Dermocosméticos is based upon her own experience in treating Brazilian skin, and includes face, body and hair care products.

Most of the company’s revenues currently come from the pharma channel. The target for 2016 is to increase the brand’s distribution through partnerships with new drugstore and pharmacy chains in strategic parts of the country, and at the same time focus on the growing online market and new product launches. In 2015, the company’s sales increased by 15% over 2014. This year is pointing towards a much more daring estimate, with a forecasted growth of 300% in revenues.

Dermatologist Ligia Kogos

Dermatologist Ligia Kogos

Ligia Kogos Dermocosméticos’ executive director, André Gostynski, says the focus will be on body care products, which, according to him, are still little explored in the market, particularly by companies that work under international beauty standards and concepts.

Through investments in trade marketing, the company plans to expand its presence in the retail space and increase sales value per customer with a schedule of marketing initiatives aimed at its target public. “As well as attracting new customers to the shop, these initiatives also help drive increased revenue per customer,” says Gostynski.

Ligia Kogos Dermocosméticos is available in over 15 retail locations in São Paulo, as well as online stores, including Beleza na Web, Época Cosméticos, Americanas.com, Submarino and Netfarma. In 2016, the company aims to substantially boost its presence in points of sale in upstate São Paulo, and in other state capitals in the Southeast, South, Northeast and Midwest regions.

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