The Boticário group chose a typically Brazilian name for its new brand of makeup. Quem disse, Berenice? (in English, Who said, Berenice?) was selected after a consumer survey as emblematic of a Portuguese name which is easy to understand and to remember.
Indeed, the aim of the launch, announced on the 9th of August, is to tackle the rise of international brands on the Brazilian marketplace. The US makeup brand M.A.C, for instance, already operates stores in twelve cities across the country. For its part, French beauty retailer Sephora (LVMH group) has opened its first retail store on July 13 in in São Paulo’s new JK Iguatemi mall.
Six stores in Sao Paulo
The group Boticário’s new brand is starting operation in São Paulo with the opening of six franchised stores scheduled during the month of August. Furthermore, an online store will be available in September.
The stores operate on a self-service system, quite new in Brazil, and are designed so that consumers feel free to try all the products, with the help of a shop assistant when needed.
Quem disse, Berenice? is positioned as a very accessible brand thanks to the its diversified portfolio, fair prices, easy to understand language, stores located in high flow places and e-commerce store with delivery throughout Brazil.
The brand features a portfolio of 500 products, including items for lips, eyes and face, as well as nail polishes, perfumes and accessories.
Quem disse, Berenice? offers the largest choice of shades and colours among Brazilian brands. There are 100 colours of lipstick. Similarly, mascaras enable to freely combine various effects and formulas. The line also includes a full range of makeup removers.
“With Quem disse, Berenice? we further reinforce the Boticário group’s operations in the cosmetic and perfumery markets and we strengthen our position as a leading player in the market. We are addressing a profile of consumer who is not in the focus of O Boticário and Eudora,” says Artur Grynbaum, President of the Boticário group.
Most products Quem disse, Berenice? are manufactured at the Boticário group’s plant in Pinhais (Paraná). They will be distributed by the group’s Logistics Center located at Registro, in the state of São Paulo.
The Boticário group also announced it was investing 650 million reals (255 million euros or318 million dollars) for the development of its infrastructures in Brazil.
BRL 380 millions will be spent on the construction of a new plant in Camaçari, near Salvador, in the state of Bahia. Once the building is achieved - 14 months of works are expected - the plant should have a capacity of 150 million units per year. In addition, 155 million will be devoted to the opening of a logistics centre in São Gonçalo dos Campos, in the town of Feira de Santana, in the state of Bahia too.
The remaining 115 millions will be devoted to the modernization the facility in São José dos Pinhais near Curitiba (Paraná). BRL 85 million will be spend to expand the plant and double the production capacity of makeup products up to 75 million units per year. The other 30 millions will be devoted to the research and development centre.