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Pozzi celebrates 15 years and opens kiosks in shopping malls to sell directly to the public

Sold in perfumeries and drugstores all around Brazil, the make-up and fragrance brand is also launching a new visual identity.

It has been fifteen years since Pozzi opened its first store. The company’s anniversary came with many changes. Founded with the name Essenze di Pozzi, the Brazilian company has a new visual identity and a simpler name - removing the "Essenze di". This was a strategy developed by owner Eduardo Pozzi - who created the brand in 2004 as part of a personal hobby - to make the company more modern.

Owner Eduardo Pozzi

Owner Eduardo Pozzi

The businessman was a collector of perfumes and felt that there weren’t enough such products being sold at prices appropriate for the economic realities of Brazil. To offer an alternative to the market, Pozzi opened the store selling 12 fragrances - for men and women - inspired by international successes and classic perfumery scents that are always in vogue.

The brand’s initial portfolio - which also included 14 lipsticks - increased with time and began to focus on make-up products. Nowadays, products for lips, eyes and face are the flagship products for the brand, which also has a dermocosmetics line and a collection of make-up brushes.

Available in perfumeries and drugstores all over the country, Pozzi decided to open the brand’s own points of sale - investing in kiosks at shopping malls in São Paulo. "For a few years now we have been working to expand the brand, aiming to make it more well-known. Kiosks have been an enriching opportunity because we are talking to final consumers directly, learning about their desires and needs", says Pozzi.

So far, two kiosks have been opened: one in Shopping Metrô Tatuapé and the other in Shopping Metrô Itaquera. Located in the eastern region of São Paulo, they are popular commerce sites, each including subway stations along one of the city’s main metro lines. "Choosing these two malls was a strategic decision due to the number of people that pass by. Both kiosks are located on the same floor of the metro entrance", says the owner.

Pozzi says he already has plans to open more points of sale in other shopping malls in order to reach different audiences. "Many people do not know our brand yet. We want to make it even more well-known and accessible to consumers."

With a 10m² area, the kiosks were designed to showcase the complete line of make-up products, perfumes for men and women along with recently launched products. The latter category includes a facial coconut water isotonic - which promises to keep the skin fresh and moisturized during hot summer days - and a multifunctional Lip Tint - which can be used to add color to lips, cheeks and eyelids with a soft final touch.

"In our points of sale, we managed to showcase Pozzi’s entire portfolio and provide a bespoke costumer service, which is not always possible in cosmetics and drug stores", says the owner. "It is a great way to introduce the brand to people who don’t know it yet. For people who are already consumers, it is an opportunity to try our entire range of products in a single and exclusive place", he adds.

Eduardo Pozzi promises to open new points of sale in 2020. "We have plans to open other kiosks. We have not decided how many or where they will be installed, but I can say they will still be in the greater region of São Paulo", he says.

Renata Martins

Portfolio

© 2020 - Brazil Beauty News - www.brazilbeautynews.com

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