Jequiti Cosmeticos will invest $104 million in marketing, technology information, and innovation this year. The company will also open two distribution centers in 2012.
“The growth of income of the C and D classes (middle class) is an important factor in this investments, which is supported in our company through the quality of our products and services and brand innovation,” said Lasar do Carmo Jr., president of Jequiti Cosmetics.
According to do Carmo, the company ended 2011 with 190,000 consultants and he expects that number to grow 25% in 2012. Also this year, the company will focus on international perfumery at affordable prices. A survey by Abihpec, the Brazilian Association of Toiletries, Perfumes and Cosmetics, indicates that the sector could exceed $22.4 billion this year.
Sueli Ortega has written forIsto É and O Estado de São Paulo. Since 1987, she has served as a correspondent for Cosmetics International. In addition, she created the beauty channel for El Sitio, an Argentinean website and the Women Channel.