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Davene invests in multi-channel strategy by launching a sales kiosk and an e-commerce platform

Present in the beauty market for over 40 years, the Brazilian company is also increasing its portfolio with natural products, aerosol deodorants and more.

Created in 1976 in the city of Diadema, in the metropolitan region of São Paulo, Davene became one of the most well-known Brazilian brands in the personal care sector, sold exclusively in shops. This year, the company has decided to invest in a multi-channel strategy by opening a sales kiosk and launching an e-commerce platform.

Manasha Morizono, marketing and events manager at Davene

Manasha Morizono, marketing and events manager at Davene

"Consumers are becoming more and more multi-channel and our goal is to give them access to the entire brand portfolio", says Manasha Morizono, marketing and events manager at Davene. "We will continue to work with supermarkets, drugstores and perfumeries as our key points of sale, but we have decided to invest in our own point of sale, where consumers can get to know our variety of products, realizing that we offer more than our traditional products".

The kiosk opened in the first half of 2019 at Shopping Metrô Tatuapé, in São Paulo. According to Morizono, the goal is to have all Davene lines - including exclusive products - all in one place, attracting those who already use the brand as well as new clients. "The project began a few months ago and we are thinking of the next steps for expansion", she says.

Recently, the company also launched an e-commerce platform, so its products can reach the entire national territory. "We are very excited about the website. Online shopping is growing and this reach is very important for the brand", says the manager. According to Morizono, Davene receives dozens of messages every day on social media from clients who can’t find their products where they live. "With the e-commerce platform we will be able to reach every consumer and we will have access to important information that will help us strengthen our traditional points of sale: supermarkets, drugstores and perfumeries", she adds.

Consumers will find products that are not available in stores both in Davene’s kiosk and on the website. The company currently produces 190 items, 25 of them are for their exclusive channels. Despite the large portfolio, the company is still launching products. Classics such as Leite de Aveia and Corpo a Corpo are still best-sellers, but are not the company’s only focus.

"We work on two fronts that complement each other: we work to strengthen our traditional brands - these are still on sale and have a special place in the brand’s story -and we also work on innovations and launches, which are very important in this market in which consumers are always looking for something new", says Morizono.

Among Davene’s most recent launches are natural products, such as the hair care line Purità. With micellar technology and anti-pollution protection, the products are free from sulfates, parabens, silicone and dyes and are formulated with natural ingredients such as coconut water, white tea, hibiscus and cranberry. The brand also launched three different soaps under the moisturizer line Cereales. The soaps are rich in vitamins and cereals and are 100% plant-based, like all the other soaps from the brand.

"We value natural ingredients, we don’t test on animals and 90% of our portfolio is free from animal products. We strongly believe in the quality of our products and we need to be more accessible to consumers who have the same mind-set", says Morizono.

Recently, Davene joined the Market of aerosol deodorants. According to Euromonitor, Brazil is the second largest deodorant market in the world, behind only the United States. Out of the nearly 900 million units sold in Brazil last year, 70% were aerosol. Besides deodorants for men and women, Davene also launched a foot deodorant.

Renata Martins

Portfolio

© 2019 - Brazil Beauty News - www.brazilbeautynews.com

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