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Companies & industry

Océane invests in innovation and broadens access to makeup

Pledging to maintain its outsourcing strategy, the Brazilian company diversifies its distribution channels and creates partnerships to leverage sales.

The typical Brazilian consumer would have hair care at the very top of their priority list, followed by body care, with skin care remaining in third place. But changes in international trends and tech advancements in the last decade have sent demand for skin care and makeup products upwards.

Océane's flagship store at Shopping Patio Paulista

Océane’s flagship store at Shopping Patio Paulista

According to research company Canadean, the Brazilian makeup market is expected to reach over R$ 18 billion by 2018, with 16- to 34-year-old women making up the bulk of this market and accounting for 40% of purchases. The increased offer of imported cosmetics has improved access to these products, thus resolving one of the most common complaints among Brazilian consumers. But prices have become the new obstacle, aggravated by the recent dollar surge in relation to the Brazilian real. At a time where Brazil’s middle class boosts the cosmetic market, the cost of imported products are still often prohibitive for most of the population.

Brazilian brands are not oblivious to this demand and have started to offer products that reflect international trends and quality standards at affordable prices. A case in point is Océane, a beauty company that has reinvented itself over the last nine years to establish a stronger presence in the domestic market.
The brand became known for its on-the-go nail polish removing wipes, a product that was new to the market at the time. Since then, Océane grew a portfolio of over 600 items, including makeup, nail polish and accessories.

According to Océane’s founder, Michel Chehaibar, the company’s strategy rests on three pillars: trend research, co-creation with supplying partners, and quick shipping. In April, the company launched a collection in collaboration with celebrity makeup artist Ale de Souza in an effort to boost its sales.

Oceáne is currently available in over 8,000 points of sale throughout Brazil, including drugstores, perfumeries, supermarkets and online stores. Since 2015, its products can also be found at a spacious flagship store in São Paulo’s Shopping Pátio Paulista. The shop was built on a R$ 750,000 budget and has a sales team of makeup artists dedicated to helping customers find their product of choice and sharing tips on how to apply it.

Despite being a Brazilian company, Océane does not produce locally. Its makeup products fly in from South Korea, while its nail polish is made in Luxembourg, where Chehaibar found some of the world’s best manufacturers of nail care products. “All of our nail polishes are free of toluene, formaldehyde, dibutyl phthalate, parabens and camphor,” he says. The eco-friendly makeup removing wipes Eco Make Up Remover, which snatched Atualidade Cosmética’s Makeup Innovation Award in 2013, is made in Israel. The U.S. and China also add up to the brand’s outsourcing locations. “We’ve searched worldwide to find the technologies our customers wanted and yet could not find in Brazil. We do have plans to produce locally, but we’re still studying this possibility,” says Chehaibar.

He says makeup products that also benefit the skin with vitamins, sun protection and anti-aging ingredients are being increasingly sought after by Brazilians. “People want to streamline their daily beauty routine. That’s why our CC Cream is a sales hit. It contains self-adjusting pigments that adapt to each skin tone, sun protection against UVA and UVB rays, skin lightening ingredients that also blemish imperfections, as well as moisturizing the skin, reducing the appearance of pores and smoothing expression lines. That is, one single product with multiple benefits.

Aware of the competitiveness of the market and the rise of a more discerning consumer, Océane strives to establish itself as an innovation-oriented company. Chehaibar draws attention to Washable Cover, a foundation that claims to hold makeup for longer and can be removed with water alone – no need to use a makeup remover.

The brand offers an eclectic range of products to reach a wide audience, says the Chehaibar. “We always perform tests across the country to ensure the products are suitable for both hot and cold weather wear and matches the broad spectrum of Brazilian skin tones. We deal with highly diverse cultures, beauty habits and weather conditions, and do our best to cater to the needs of different markets.

Amanda Veloso

Portfolio

© 2016 - Brazil Beauty News - www.brazilbeautynews.com

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