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Companies & industry

Sephora invests in Brazilian women’s desire for makeup and expands its retail chain

Since its arrival in Brazil, French cosmetics giant Sephora has noticed that the nation’s prestige market, which used to focus almost exclusively on fragrances, has started to give more attention to makeup and skin care products.
So says Andrea Orcioli, VP of Marketing and Merchandising of Sephora in Latin America. Known for its innovative formats – which include Sephora Flash’s digital concept in Paris and the tutorial video stations at its newly opened store in San Francisco – the cosmetics retail chain is pinning its hopes in new locations across Brazil and exclusive brands to serve the world’sthird-largest beauty market.
Brazil Beauty News spoke with Orcioli about Sephora’s plans for the country in 2016.

Andrea Orcioli, VP of Marketing and Merchandising of Sephora in Latin (...)

Andrea Orcioli, VP of Marketing and Merchandising of Sephora in Latin America

Brazil Beauty News – How many stores does Sephora have in Brazil? And what are the top selling products?

Andrea Orcioli – We currently have 22 physical points of sale in Brazil, of which 17 are retail stores and five are pop-up stores. We also serve the whole of Brazil through our e-commerce channel. Some of the most popular products are the Naked eyeshadow palette (Urban Decay), the POREfessional facial primer (Benefit), the Rouge Cream lipstick (Sephora Collection), the Ultra HD invisible cover foundation (Make Up For Ever) and the Eau de Beauté Beauty Elixir (Caudalie).

Brazil Beauty News – What are the plans for Brazil in 2016?

Andrea Orcioli – We opened two stores in São Paulo and three kiosks in Porto Alegre, Curitiba and Campinas at the end of last year. Our aim for 2016 is to continue growing and bringing exclusive brands and products to our customers, as well as being physically present in new places. We began the year by opening a pop up store at Tijuca Shopping Mall, in Rio de Janeiro, and will invest further in this format, which has really taken off. We will continue to expand our store chain and should land in Rio Grande do Sul later this year.

Brazil Beauty News – What can Sephora already tell about the behavior of Brazilian consumers?

Andrea Orcioli – We find varied consumer profiles in Brazil. For this reason, we train our cast members so they understand how each client wants to be treated. Some customers want to learn how to apply their own makeup and maintain a skin care routine, while others are looking for tips and there are those who visit the store already knowing what they want to find. We offer a complete experience, which includes the ability to try any product before buying it. In overall terms, Brazil is a very rich market for the beauty industry. Brazilian women care a lot about their appearance and are always on top of the latest trends. At the same time, we live in a continental-sized country with great cultural diversity, which broadens individual tastes even further.
One interesting point is that the prestige market in Brazil is historically based on fragrances, but since the arrival of Sephora, consumers have been buying a lot more makeup and skin care products.

Brazil Beauty News – Is the company thinking of developing a concept store in Brazil?

Andrea Orcioli – We already have our flagship store at Eldorado Shopping Mall, in São Paulo. As it is a bigger store, it is where we test product launches and carry out large events.

Brazil Beauty News – What Brazilian brands are currently available in Sephora?

Andrea Orcioli – Feito Brasil is available in our stores, with its natural products for bath, skin and body care, as well as the male grooming brand Dr. Jones. Our website also offers products from other companies, including Duda Molinos, Juliana Paes and Marina Smith by 2beauty.

Brazil Beauty News – How is Sephora’s relationship with male consumers in Brazil?

Andrea Orcioli – Brazil is the world’s largest fragrances market, which is one of Sephora’s strongest categories – and a very attractive one to male consumers. Our portfolio includes exclusive brands such as Guerlain and Acqua di Parma, and also skin care products specially designed for men. Male customers are becoming increasingly more concerned about their looks and they feel more and more at ease with this idea. That is why we offer a dedicated space for men in our stores, where they can browse, choose the products that appeal to them and ask questions to our cast members.

Brazil Beauty News – Is there an estimate on when Color IQ will arrive in Brazil, considering the enormous variety of skin tones among Brazilian women?

Andrea Orcioli – We still do not have a set date for that, but our in-store specialists are trained to help customers find a color that is right for their skin tone.

Amanda Veloso

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

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