Created in 1976, Sisley Brazil is one of the pioneers of the "green cosmetics" segment. With products made from plant ingredients and essential oils, the brand has conquered the world and is now present in more than 100 countries, with a resolutely luxury positioning. In Brazil, Sisley’s phytocosmetics have been available since 2013, but it was only a few years ago that the company decided to invest in its own points of sale in the country, all of them being located in high-end shopping centers.
“We started to structure our own retail network as of September 2020, with the opening of a first mini-store, actually a kiosk format at Shopping Cidade Jardim, in São Paulo. Throughout 2021 and 2022, we have continued to expand this channel, with openings in the CJ Shops (São Paulo), Batel (Curitiba) and Iguatemi (Porto Alegre) shopping centers,” says Fernanda Calvet, the brand’s General Manager in Brazil.
The last mini-boutique opened its doors at the end of 2022, at Shopping Iguatemi in São Paulo. “In such a store, we offer our customers quick make-up, hair care and skin care protocols that last no more than 15 to 20 minutes. All of this allowing us to present and test the brand’s entire portfolio and to create a direct relationship with consumers,” explains the manager.
A first physical store in 2023
The Sisley Paris brand is currently present in 78 points of sale in Brazil, managed directly or by partners, both physically and digitally, including its own online sales site. And development projects are underway. “In 2023, the brand will open its first physical store, including an in-cabin service for more complete skin and hair care protocols,” announces Fernanda Calvet.
"The Brazilian market is fundamental for the brand, and we’re investing more and more, year after year, in retail expansion, with both off and online launches, as well as in the structure of the Brazilian subsidiary", explains the general manager, without revealing the details of the strategy outlined for the future of Sisley in the country.
Fernanda Calvet recalls that Brazil is an important country when cosmetics are concerned; it is a source of inspiration and trends, with strong leadership in several categories, such as perfumes and hair products. Moreover, the growth of local consumption in the luxury segment has placed the country in the radar of multinationals.
Luxury beauty market in Brazil
“The luxury cosmetics market in Brazil has proven its strength and solidity and has grown even in the midst of the recent crisis. The search for personalization and exclusivity in the consumer journey, through a unique service experience, is strongly increasing. Consuming luxury brings a sense of belonging and the more exclusive and limited it is, the more it is demanded,” says the manager.
Data from the Brazilian Association of Selective Perfumeries (Associação Brasileira das Perfumarias Seletivas - ABPS) prove her right: in Brazil, sales (in value) of imported and luxury cosmetics recorded a 30% growth in 2022 compared to last year. A significant trend for a few years now, and which has not been interrupted by the pandemic. Indeed, with the closure of borders and the scarcity of international travel, some of the consumers who were used to buy cosmetics outside Brazil and in Duty Free shops began to make their purchases inside the country. The rise of the dollar against the Brazilian real also contributed to this change in behaviour.