The 2017 edition of Brazil’s main professional trade show for the fragrance and cosmetics was held on 23-25 May 2017 at São Paulo Expo, in conjunction with FCE Pharma. The new venue was the most prominent sign of the organisers’ will to give a new impetus to the show, at a time where most of the economic indicators in Brazil and much of the Latin America are going green, despite political uncertainties.
Despite numerous uncertainties, the return to growth of the whole Brazilian economy during the first quarter of 2017 is fuelling generalized optimism among local and international beauty companies. Suppliers of ingredients and raw materials, perfume houses, packaging suppliers and manufacturers have welcomed visitors in a welcoming and modern environment.
Paolo Marchesi, Executive Business Development Director Americas at Chromavis Fareva, a partner of leading Brazilian make-up companies, pointed “a great deal of energy and many projects moving forward, especially on lipsticks and powders.”
Helder Martins Canotilho, Sales Manager of the Colep Group, specializing in the packaging and custom formulation of liquid cosmetics and aerosols, shared a similar feeling. The affiliate of Portugal’s RAR Group generates 20% of its turnover in Brazil with three locally-established factories and numerous domestic and international customers (Nivea, Johnson & Johnson, Unilever, Henkel, Natura, Coty, etc.).
The impressive stands of Firmenich, IFF or Mane, the market’s leading perfumery houses, were very busy, so was the stand of the young Brazilian company Vollmens. The latter had chosen to highlight the three trendy ingredients of the moment in Brazil, mimosa, patchouli and vanilla, through a discovery trail and a series of olfactory creations. “We continue to work on the perfumes of major brands, as well as emerging Brazilian companies that are increasingly numerous,” said Natalia Mendes, Marketing Director at Vollmens.
Eventually, as an illustration of this positive state of mind, design agency Centdegrés, in partnership with different companies (Firmenich, Wheaton ...), presented an innovative olfactory discovery area named “Optimism”. Visitors were invited to participate in an olfactory journey, and to associate specific scents with their personal conception of happiness. At the end, they were offered a perfume specially created around the concept of optimism.