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Hada Labo arrives in Brazil and increases range of Japanese skin care products

The leading Japanese skin care brand brings five items from its portfolio, focusing especially on facial moisturizing with hyaluronic acid, to Brazil.

Brazil is the fourth largest cosmetics consumer in the world. When specifically discussing skin care, the country places eighth in the ranking, which has caught the attention of Asian skin care specialist companies. Following Bioré - a Japanese company that is a market leader in makeup remover and solar protection - Hada Labo arrives in Brazil. The Japanese brand specialized in skin care is one of the most popular in all of Asia.

Products that are available in Brazil

Products that are available in Brazil

"The skin care market in Brazil is growing exponentially and consolidating itself year after year", says Monica Kolanian, manager of business development at Hada Labo, part of the Japanese-American group Rotho Mentholatum - the largest manufacturer of lip care products in the world.

According to Kolanian, Brazilian women are increasingly more aware of the importance of having naturally healthy skin, paying attention to the benefits of Asian products. "Thanks to globalization, Brazil has established a strong connection with Asian brands and is increasingly looking for inspiration in Japan. We believe that, just like with countries in Europe and the United States, we’ll see many shelves dedicated to Japanese cosmetics", she says.

Haba Labo arrives in Brazil with five items in its portfolio. "We brought dermocosmetics that can be easily incorporated to the beauty routine of Brazilians and recommended for all skin types". Kolanian says that the secret of the brand is focusing on moisturizing and presenting a light product consistency. "We are investing heavily in cosmetics with hyaluronic acid and with intense moisturizing power, so it preserves the integrity of the skin without increasing natural oiliness", she says.

Products are divided into two different lines. Gokujyun cleanses and moisturizes the skin and includes the brand’s best-selling product - Gokujyun Lotion. According to the company, a bottle of this lotion is sold every two seconds in Japan. The line Shirojyun, on the other hand, offers products indicated to even out the skin of the face.

In order to establish itself in the competitive Brazilian market, Hada Labo is betting on the technology of its cosmetic products. "Innovation is a key concept to boosting our participation in Brazil’s beauty market. Besides having the quality and benefits of the Japanese products, we’ll also work with competitive prices", she says. With prices ranging from R$ 79.90 to R$ 139.90, the company promises to reduce costs by prioritizing minimalist brands, free of colorings, fragrances, mineral oil and alcohol as well as using simple packaging.

Drugstores are a priority channel of sale during the launch in Brazil. The company’s products can be found in drugstores from Raia Drogasil - which has 1,800 stores in the country and also sells Bioré cosmetics. Hada Labo is also sold by beauty e-commerce platforms, such as Época Perfumaria. "We are optimistic about the opportunities we find here and, no doubt, our experience in the Brazilian retail market will have an impact on the innovation and creation of products", says Kolanian.

Kolanian says 2020 will be a year of many launches for the brand. "We are planning to increase our skin care portfolio, which will strengthen the presence of our dermocosmetics products in Brazil. We believe the country is a promising field for the sector and, therefore, we’ll exploit it with creative and highly technological solutions to strengthen consumption", she says.

Renata Martins


© 2020 - Brazil Beauty News -

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