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Packaging Packs for Brazilian consumers potential of the Brazilian market, are looking at barrier for local brands looking to innovate. well as accessibility. “Brazilian consumers want n n n points of entry. German frm Geka inaugurated Consumer tastes tend towards decoration, to have access to all the experiences related to color and lots of gold, in line with the country’s citing the example of fragrance brands offering the growth of our business in Brazil and the position as a relatively young consumer market. complexity of importing because of taxes, we “The quality of the fnish is really important; those trends, but at market prices,” he says, a factory in Brazil this June. “Faced with scented deodorants in Brazil for consumers who we need a choice of fnishes, technologies cannot afford to wear prestige fragrance daily. decided to manufacture there,” Geka president like plastic bi-injection, metallization, anything Brito continues: “We are seeing more modern and ceo Amaury de Menthière recently told that gives an impression of quality counts.” designs in make-up packaging, eco-friendly BW Confdential. Quadpack’s Eaves says that the company has materials and packaging structures; premium Others are looking to partner with local seen strong interest for its wooden packaging brands claiming neutral colors, mass and frms to gain a foothold in the market. “For components, which coincides with the market’s masstige launching colorful packaging, skincare companies like us, exporting to Brazil is terribly sensitivity to ecology, although pricing is also an products in more protective packaging—airless, issue in this segment. for example—due to formula sophistication. Fragrance caps are getting more complex Selling points and appealing, with thick walls and high “ Albéa’s Brito, meanwhile, cites sustainability, transparency or featuring attractive visuals Beauty manufacturers premiumization and convenience as the three through lacquering and metallization.” are pushing suppliers to main selling points for packaging in Brazil, as Smaller suppliers, meanwhile, aware of the improve the quality and the technology for packaging in Brazil. The major suppliers Brazil’s pack trends are all present in Brazil, but Eudora S. takes two-sided approach For the relaunch of its S. EdT this June as a fragrance they do not bring the latest duo, Grupo Boticário brand Eudora asked Centdegrés technologies there to use a single bottle and cap design for both fragrances to reduce the prohibitive costs involved in creating two molds. The bottle is inverted for the ” men’s scent, creating a different visual impact. The Centdegrés managing director for Brazil bottles are designed to look like the masculine and Valeria Grossmann feminine body shape. Avon Luxe goes for gold complicated,” says Quadpack’s Eaves. “There Avon, the make-up market leader in Brazil, designed are a lot of barriers to entry and huge taxes, so if its premium make-up range Avon Luxe with Brazilian we moved in that area it would have to be with consumers in mind, although the line is also present a local partner.” in other markets. The collection, launched last year, In assessing the market for potential partners, features high-quality gold metallic packaging in line with however, he says he was surprised that despite the current demand for premiumization and Brazilian the basic nature of local packaging production, consumers’ taste for glitzy designs. he found quality standards very high. “They don’t seem to be thinking about innovation, because the market hasn’t required it of them Albéa’s combined Tube + Pump solutions prove popular until now,” he says. Albéa has seen great demand in Brazil for its Tube + Pump packaging But nevertheless, market players believe that solutions, introduced in 2014, that allow full restitution and 360° application consumer demand will increasingly mean that of the product. This is due to consumers asking for practical, convenient suppliers will be obliged to fnd solutions to offer products. L’Occitane au Brésil, Granado, Profuse (Aché Laboratories) and more sophisticated packaging in Brazil, albeit at Make B. (Grupo Boticário) have all opted for the designs. With its two competitive prices. “I sense things are beginning factories in Brazil, Albéa can provide expertise in tubes, dispensing systems to change,” says Centdegrés‘ Grossmann. “We and cosmetic rigid packaging produced in Brazil, overcoming import issues. still cannot produce everything, but there are efforts in that direction.” n 120 November-December 2015 - N°24 - BW Confidential