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Packs for Brazilian consumers Packaging Turning point A analysis of what Brazilian consumers are looking for from their beauty packs and the obstacles in delivering it to them by Alex Wynne eauty packaging in Brazil is beginning to Bmove beyond the basics as consumers increasingly compare international products to local brands and fnd the latter lacking, according to market observers. The Brazilian market leaders—Natura and Grupo Boticário— are pushing suppliers to up their game, industry sources say, but in reality, the complexity of the market means it is not quite so simple. “The major beauty manufacturers are pushing suppliers to improve the quality and the technology available for packaging in Brazil,” says design agency Centdegrés managing director for Brazil Valeria Grossmann. “The major suppliers are all present in Brazil, but they do not bring the latest technologies there.” Albéa Brazil vice president Thome Brito credit: istock comments: “Bringing innovation and cutting- edge technical expertise to our packaging with cost-effectiveness and working with tight This means the price of innovative packaging is at a turning point, and the consumer is going to timelines due to the dynamics of the market are largely prohibitive, especially for smaller brands, start asking for more sophisticated packaging.” some of the challenges here.” unless it is manufactured directly in Brazil, and as Brazilian consumers, increasingly exposed to yet, Centdegrés‘ Grossmann says, the local offer international brands, are comparing products, Innovation challenge is not up to international standards. The current Grossmann says, and easy access to credit in Providing sophisticated packaging readily pressures on the Brazilian economy make the stores means that they can purchase a fragrance available elsewhere in the world for the issue of pricing especially relevant. “Sometimes in 12 installments, making it accessible. “When Brazilian market is a complex matter, notably clients will see a Centdegrés design that they they compare with local fragrances, which they due to the country’s high import taxes, which adore, but when they see the mock-up and what also buy because they are heavy users, they see affect packaging as well as fnished products. suppliers can provide, it does not resemble the that the quality [of the international fragrance Imported packaging can be two-to-three times design,” says Grossmann. “At the moment, the packaging] is better, and they start to ask for more expensive than local packaging, explains packaging is very basic, not at all sophisticated,” better quality,” she says. Equally, she notes, Quadpack ceo Tim Eaves. “That makes what says Quadpack’s Eaves, who is looking at consumers are less willing to pay a premium for we would consider to be an economical pack an opportunities to enter the market. “But there is local products unless they show visible extremely expensive pack there.” more sophistication creeping in. The market is innovation and quality, which is a further n n n November-December 2015 - N°24 - BW Confidential 119