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Aromatherapy performative

Vanity motivating the following figures. Brazil is the sixth largest market for personal care products, fragrances and cosmetics, according to data from Euromonitor, 2004, and each year the segment gets a facelift. In 2005, the number of cosmetic companies rose 8.7%. According to Abihpec - Brazilian Association of Toiletries, Perfumes and Cosmetics - the sector's revenues recorded a growth of 13.4%. A good way

category attracted the attention of business groups that are betting on beauty to diversify its business. This year, the World, a leading care products Personal effects such as scissors, brushes, clippers launched its first line of male beauty, the kyos. Already Grupo Silvio Santos debuted in the field of cosmetics and acquired the SSR, licensed for children's products from Disney - the group still intends to develop cosmetics for adults in the direct sales system.

Now is the time the group Autoplan Curitiba. The conglomerate has auto dealers, real estate and distribution of fashion - the brand of jeans sold 575 imported and played shirts and hats from Ed Hardy American brand - and is entering the beauty business with the brand Biotree.

In 2001, the group Autoplan - controlled by the family Vieira 12 years ago and now chaired by Francisco Vieira, began researching the industry of wellbeing and bought the U.S. brand of nutritional supplements Size World - that must land in the country in five months. The next step was to investigate the domestic market for cosmetics. The Autoplan eventually acquiring the Biotree seven months ago, a manufacturer of products enriched with essential oils that existed for two years in Parana.

His goal is to transform the brand name better known in the gringa in the national segment of aromatherapy. Its lines of shampoos, conditioners, mousses, bath salts, soaps and lotions take essential oils from roots, leaves, flowers, fruits, tree bark and fruits. The products will be sold at 500 points with prices ranging from $ 18 to $ 35 dollars. "The market for cosmetics aromatherapy is taken by small craft enterprises. We make our products accessible and to integrate aromatherapy everyday people," says Ricardo Cougo, director of marketing Biotree. The project is investing $ 5 million in development and marketing in two years.

Value: What is the approach that gives Biotree their products?

Ricardo Cougo: Aromatherapy has practical application. Several theories have shown that through the human nose can receive stimuli of relaxation, joy, excitement. This, however, is not perceived by consumers as companies have a position shy of the market. In addition, any company backyard says it does glycerine soaps. We want to show that aromatherapy is not subject alternative.

Value: How do you intend to do this?

Cougo: Mostly stock at point of sale. We are investing in training of the promoters of both our distributor, the Mona Lisa, as the shops for them to understand the properties of products and transmit it to consumers. Our focus is not selling "the dream in a bottle," appeal of some cosmetic companies. But show performance. This is because a differential most companies use aromatherapy as a sales channel the health food stores. The choice of the distributor was essential to have access to the fluff. It is the only national brand distributed by Monalisa.

Value: Where the goods are produced?

Cougo: All production is outsourced to suppliers in Parana and Santa Catarina and supervised by our technicians. Biotree's office has partnered with a factory for product development. Essentially take care of marketing and brand management. Breads