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Companies & industry

Yes! Cosmetics to quadruple number of company-owned stores by 2016

With only 15 shades of lipsticks, 12 fragrances and an investment of R$100,000 Yes! Cosmetics opened its doors in the state of Pernambuco 15 years ago. A successful combination of retail and direct sales allowed the company to grow and install its first plant and distribution centre in Sao Paulo. In 2005, 50% of its clients were located in the southeast region of Brazil. Today, Yes! Cosmetics has over 600 items in its catalogue including cosmetics, fragrances and personal care products.

Yes! Cosmetics kiosk

Yes! Cosmetics kiosk

In addition a team of more than 100,000 consultants, the brand can be found in 500 points of sale throughout Brazil, including company-owned stores, kiosks and franchise outlets. By the end of 2016, Yes! Cosmetics plans to quadruple the number of company-owned stores from the current 55 to 220.

Now the focus is back on the northeast region. Confident on the strength of this market, in 2013 the company went back to its roots and opened a new distribution centre in Recife, capital of Pernambuco, with 3,500 m2 and the capacity to supply to more than 100 stores. This was the starting point for a local expansion strategy, which forecasts an investment of R$49 million for the opening of 165 stores located across the states of Ceará (100), Pernambuco (45) and Alagoas (20).

Yes! Cosmetics nail polishes

Yes! Cosmetics nail polishes

Despite the growth plans, Yes! Cosmetics remains firm to its focus on the upper-middle and middle classes (B and C classes) by offering quality products at competitive prices. The company’se-commerce sells nail polishes at R$8.90, bar soap boxes at R$18.90, lipsticks at R$21.90 and fragrances from R$43.90. The company works on monthly product launches, with 10 to 20 items being introduced in its portfolio every year, including new and revamped products.

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© 2015 - Brazil Beauty News - www.brazilbeautynews.com

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