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Companies & industry

Brazil: Fareva develops its own exclusive skincare collections

Cosmetics manufacturer Fareva has developed its presence in Brazil for several years by opening three production plants. Since 2014, it has adopted a unique strategy: it locally develops specific face and body skincare lines by adapting textures, perfumes, and extracts to local expectations. Thibaut Fraisse, Americas Sales VP, and Feudil Chebana, LATAM R&D Director, came to the lastFCE show to unveil their latest collection, Mystical Treatments.

Due to its climate, different skin types and consumption patterns, Brazil has its own requirements when it comes to cosmetics. Thanks to its satellite laboratory dedicated to sourcing and customer knowledge, Fareva now lies at the heart of the Brazilian market and develops two body and face skincare collections every year. This approach is new for the group, and is enriched with the experience of its newly integrated makeup division, Chromavis, which offers customers innovative textures and formulas several times a year.

After Amazonia, Hemisphere Advantage, the collection launched in late 2014, was meant to be surprising: whitening intimate hygiene product, gasless deodorant, anti-aging shampoo, hair gel with an SPF, anti-cellulite aerosol, revitalizing eye contour roll-on, SPF 99 or anti-dark spot sun products with a dry feel, Wake up cream with a light texture… This really original range comprises 16 references with extracts from Latin America, and also two fragrances for Men and Women.

Launched in May 2015 with 15 products to be available by the end of the year, the new collection, Mystical Treatments, targets city dwellers seeking escape and puts an emphasis on sun care, a booming segment in Brazil. It already comprises a skincare shower gel, zen and youth mists, a mummy and baby family moisturizer, an after-sun refreshing foam, a post-sunburn mask, and an anti-aging night mask.

We aim to offer Brazilian players a different concept for cosmetic products. Our collections in Brazil are developed with this spirit, but they can be produced in any country,” Thibaut Fraisse explains.

This is a winning strategy for the group, which expects to double its number of local customers as it has now by the end of the year.

Kristel Milet

Portfolio

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