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Caudalie to multiply openings in Brazil

The French vinotherapy brand is gradually, carefully entering the Brazilian market through various channels, with the development of its brand awareness as top priority on a market that is keen on botanical cosmetics. Virginie Milosevic, Country Manager Brazil at Caudalie, describes the brand’s ambitions to Premium Beauty News.

Virginie Milosevic

Virginie Milosevic

Premium Beauty News - What is Caudalie’s strategy to enter the Brazilian market and set up there?

Virginie Milosevic - Caudalie is developing through three main networks: our wholly-owned stores, our local e-commerce website, and the Sephora network.

Premium Beauty News - You opened your first wholly-owned store in March 2013 in Iguatemi. Has the network developed since then?

Virginie Milosevic - Today, Brazil counts three wholly-owned stores, and there will even be a fourth one soon, which is really unusual for our brand: one in Sao Paulo (Iguatemi), one in Rio de Janeiro (Village Mall), a Spa boutique in Curitiba (Patio Batel), and another Spa boutique is to open in Sao Paulo (Higienopolis) in November 2014. Brazil is in full swing, the beauty market is booming and in the process of structuring itself, so it is the right moment for us to invest.

Premium Beauty News - Is the partnership with Sephora exclusive?

Virginie Milosevic - Yes, Caudalie has been distributed through this network since May 2014, and the first months have been promising.

Premium Beauty News - What are Caudalie’s assets on this market?

Virginie Milosevic - Our brand has a very strong identity. We’re very lucky!

Our history is very original, our scientific innovations very promising, and our self-imposed ethical charter very demanding. In addition, we work a lot on the glamour of our brand with natural and efficient, but also ultra-feminine and attractive products.

Caudalie’s shop in Patio Batel, Curitiba

Caudalie’s shop in Patio Batel, Curitiba

Premium Beauty News - Do Brazilian women know the brand?

Virginie Milosevic - Caudalie still mainly aims to develop brand awareness in Brazil - we work on it on a daily basis. We target all women with different ranges to provide an answer to every desire and skin type, from the most sensitive to the most demanding.

Premium Beauty News - Do you intend to open spas?

Virginie Milosevic - Our boutique in Curitiba has a wonderful spa cabin, just like the next one that is to open in Sao Paulo. We are convinced we should offer our customers the possibility to discover and try our products via our Spa expertise. We have not concluded any partnership with any hotel yet, but we are reviewing the proposals we were made.

Interview by Kristel Milet

Portfolio

  • Caudalie's shop in Iguatemi, Sao Paulo
© 2014 - Premium Beauty News - www.premiumbeautynews.com
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