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Markets & trends

Emiliano hotel’s amenities label makes its retail debut

Available online and in multi-brand retailers since last year, Santapele has just opened its first brand store.

Carolina Filgueiras, Partner and owner at Santapele

Carolina Filgueiras, Partner and owner at Santapele

In 2008, businessman Carlos Alberto Filgueiras decided to launch a proprietary natural cosmetics line to be offered exclusively at Emiliano, his luxurious hotel in São Paulo, Brazil. And thus, Santapele was born. The label was such a hit with guests that it took on a life of its own and ten years later it made its foray into retail.

There has always been a demand for these products from our guests. We often got emails from them asking if the products were available online as well as requests from stores that wanted to carry the brand as resellers. So this was the natural next step,” says Carolina Filgueiras, partner and owner at Santapele, as well as one of the heirs to Hotel Emiliano, which opened a new location in Rio de Janeiro in 2016.

Created 30 years ago, Realgem is Brazil’s largest amenities manufacturer. CEO Mauro Carvalho de Oliveira believes that proprietary products add value to a hotel’s service. “When a guest finds products from an exclusive, proprietary brand in their room, they understand that that formula was carefully selected among many other options,” he says. “However, the same cannot be said for customized items, which look like a standard freebie, or an inferior product that has merely received a label with the hotel’s name.

Currently about 60% of Realgem’s entire output is centered around luxury and proprietary brands. The latter includes the Talentos do Brasil line, which uses raw materials grown by small farms and whose revenues are partially reverted back into the communities that produce these natural materials. Among the luxury products, there are collections signed by Christian Lacroix and Brazilian designer Alexandre Herchcovitch. “We observed a market evolution based on changes in consumer behavior, meaning consumers have become increasingly more demanding in general and more interested in environmentally-friendly products,” added Oliveira.

Filgueiras agrees that consumers have increasingly higher expectations and remarks on the difference between offering complimentary products in hotels and selling products in traditional retail outlets. “Whereas amenities are selected by hotel management and offered to guests as complimentary products, in retail, clients make the purchasing decision and always expect high-quality products,” she says.

However, Filgueiras says the new business expansion has not affected Santapele’s day-to-day operations. “We simply transposed the experience offered to our guests to the products now being sold through traditional retail. In the case of existing products, we created bigger sizes and are currently in the process of launching new items.

Santapele’s skin care and hair care products, as well as its fragrances and scents for diffusers were first sold through the company’s e-commerce platform and at a few select multi-brand stores. The label’s first own-brand retail spot - a kiosk - has just opened at Shopping Cidade Jardim, in São Paulo. “We expect to double our revenue this year, with retail sales accounting for 80% of our total revenue,” says Filgueiras.

Guests staying at Hyatt properties in Brazil have at their disposal amenities from Granado and can also buy the products on site at every hotel. Granado has been producing complimentary-sized cosmetics for this international hotel chain’s locations in Brazil for about 15 years. In 2011 it launched a flagship store at the São Paulo Hyatt (another flagship store was opened in Rio de Janeiro in 2016). “We are present in other hotels as well, but the partnership with Hyatt is very important to us because of the hotel’s positioning and the representation of Brazil that we are able to offer together,” explains Sissi Freeman, director of marketing and sales at Granado.

Granado’s amenities are sold in 50ml packaging and are available for purchase in many of the brand’s own stores. “We prioritize points of sale with a high volume of travelers, such as the location at Rio de Janeiro’s international airport,” says Freeman.

Renata Martins


© 2019 - Brazil Beauty News -

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