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O Boticário is now leader in the perfumery market

The most well-loved brand among Brazilians, the Boticário group becomes the leading fragrance brand in the country and knocks Natura - the only Brazilian among the most valuable cosmetic companies in the world - from first position.

The year started well for O Boticário. The company, which has just been named the most well-loved brand among Brazilian consumers and relegated Natura to 2nd place, according to a survey carried out by CIP (Centro de Inteligência Padrão), also beat its biggest competitor in the Brazilian fragrance market (second largest in the world, after Japan).

Data from Euromonitor shows that O Boticário represented 28.8% of the Brazilian perfumery segment in 2013, with a 10% increase in sales, while Natura held 27.7% of the market share. According to the ABF (Brazilian Franchising Association), O Boticário is also the largest franchise network in the country, having surpassed McDonald’s both in turnover and in number of outlets.

Despite revenues of R$7 billion in 2013 (10.5% higher than the previous year), 2014 did not start as well for Natura. In the first quarter of the year, the company announced a 6% drop in net profits, compared with the same period in 2013. Its revenue of R$ 117.2 million dropped below the R$ 136.8 million forecast by analysts.

According to Roberto Pedote, vice-chairman of Finance, Investor Relations and Legal at Natura, the drop in profits was accredited to increased expenditure with the depreciation of the company and offsetting of expenses.

Despite the disappointing result, Natura remains strong in the market, and forecasts investments of R$500 million in 2014. The most valuable retail brand in Latin America continues to be the only Brazilian company among the world’s most valuable cosmetic brands.

In 2013, Natura was in 21st place in the ranking produced by consultancy company Brand Finance, with a calculated net worth of US$ 1.849 billion. This year, the country rose to 17th position, and is valued at US$ 2.465 billion.

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© 2014 - Brazil Beauty News - www.brazilbeautynews.com

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