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Brazil gets niche fragrance boutique A first boutique devoted exclusively to niche fragrances opened its doors in Brazil in June called Cosmopolitan. Entrepreneurs and distributors Cristiane Vilar and Evanete Santos launched the 150m (1,615ft ) store, located in the wealthy 2 2 Lago Sul area of Brazil’s capital city Brasilía, with the idea of creating a store dedicated entirely to rare fragrances in a luxury environment. “The growing appreciation for niche fragrances inspired us to develop a unique perfumery concept,” explains Vilar. The store is intended to resemble an art gallery or a fragrance gallery, with each fragrance showcased in its own niche-like podium. Each niche features the brand name and a soft light to highlight the fragrance as if it were jewelry. The boutique is decorated with wooden walls and soft grays and natural tones. The assortment covers an edited selection of fragrances aimed at perfume connoisseurs and includes M.Micallef, Frapin, Mark Buxton Perfumes, Teo Cabanel, Au Pays de la Fleur D’Oranger, Les parfums de Rosine and Rouge Bunny Rouge. In line with this idea of appealing to fragrance experts and to give an exclusive image, entry to the store is on an appointment-only basis. Consumers can also avail of guided visits of the store’s collections. The store also s Cosmopolitan claims it is the first niche fragrance began selling through its website nationwide a few weeks after the opening. store in Brazil MAC opens Brazil fagship Estée Lauder Companies-owned MAC Cosmetics opened a fagship store in 2 São Paulo, Brazil in July. The 117m (1,259ft ) store is located in the city’s 2 famous Paulista Avenue and is the brand’s 48 and biggest boutique in th Brazil. It sells a total of 1,800 skus. The store is based on the brand’s new-generation design, which includes a color wall featuring beauty looks and make-up lessons, which are either free or given when a shopper buys R$90 (US$25.89) of product. There are six make-up stations in the store. In addition to its traditional product line-up, MAC regularly launches collections that correspond to Brazilian trends, like the recent Julia Petit Collection and the collection by fashion designer Pedro Lourenço. Estée Lauder Companies says that free-standing stores are a key distribution channel for MAC in Brazil, given the lack of department stores in the country. The company says that MAC is the number-one prestige brand in Latin America and this is despite the dominance of fragrance in these markets. Estée Lauder Companies saw growth of 45% in Brazil last year, making s The new flagship store is MAC’s 48 boutique th Brazil the fastest-growing market for the group globally. n in Brazil November-December 2015 - N°24 - BW Confidential 77