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Companies & industry

Embelleze to open plants in Venezuela and the Dominican Republic with plans to expand exports to 20% of total sales

The company, which is present in 30 countries, has launched NutriSalon, its first line of professional products developed exclusively for the foreign market.

Embelleze has been in business for almost 50 years and has over 500 hair care products in its catalogue, including traditional brands such as the Novex hair treatment range and the Maxton hair color line. The company holds a strong position in the Brazilian market, where it has been growing annually at double-digit rates, and is now expanding on the international front.

Jomar Beltrame, VP of Sistema Embelleze

Jomar Beltrame, VP of Sistema Embelleze

Embelleze was founded in Nova Iguaçu, in the metropolitan area of Rio de Janeiro. It has subsidiaries in the US and Portugal, and also distributes its products to more than 30 countries, including the UK, Spain, Holland, Colombia and Angola. And that’s not the end of it: the company announced the opening of two new plants this year – one in Venezuela, scheduled for September, and the other in the Dominican Republic, which should start up operations in October.

We decided to set up plants in these countries to meet the local demand and facilitate the expansion process to areas where we are still not present,” says Jomar Beltrame, VP of Sistema Embelleze, a group that brings together the cosmetics brand, Instituto Embelleze of professional training, Embelleze Salon – responsible for developing professional products –, and BellezaPura salon, which specializes in intensive hair treatment.

The foreign market currently accounts for 15% of Embelleze’s total revenues. “As the current depreciation of the Brazilian real favors exports, we want to increase their share to 18% to 20% of total sales,” Beltrame says. He believes this is an opportune moment to invest in international sales, but also recognizes that winning over new markets and business areas, such as the professional segment, is a big challenge.

With that in mind, the company has recently launched NutriSalon, its first line of professional products made exclusively for the foreign market. The new range consists of four products – anti-residue shampoo, hair primer, keratin hair smoothing and hair protection system –, and has labels in English, French and Arabic.

The launch of NutriSalon is part of the strategic planning for our overseas operations. We saw an opportunity to take the quality of Embelleze’s products and the beauty secrets of Brazilian women to the professional segment, which is very powerful worldwide,” he adds.

However, the company is not only concentrating its efforts on the international market. In 2014 Embelleze started to work with a biannual launch calendar – in April and August – replacing the previous annual product release in September. Last year the company also invested on niche markets, including curly hair care and platinum blonde coloring.

Rather than slowing down on launches at a time like this, when Brazil is facing an economic recession, our production line has become even more active. We noticed that Brazilian women have not stopped buying beauty products. They may not be purchasing as many high-value products as before, but they are definitely looking for similar items at affordable prices,” says Beltrame.

He believes the Brazilian consumer is always on the lookout for new products. In average, 20% of the beauty products available on the market change from year to year. For Embelleze, 40% of its sales come from new products, including launches and revamped items that return to the market with changes made to their ingredients or packaging. “We don’t let a single day go by without thinking of or producing something new. Brazilian women love novelties!” he says.

Renata Martins


© 2016 - Brazil Beauty News -

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