01.09.12
Starting in May, bareMinerals will be sold in Brazil via Shiseido’s wholly owned subsidiary, Shiseido do Brasil Ltda.
Product sales will be carried out through e-commerce and retail sales, including standalone bareMinerals boutiques, with the aim of achieving 100-plus stores handling brand products over the next five years, according to the Japanes beauty company.
Product sales will be carried out through e-commerce and retail sales, including standalone bareMinerals boutiques, with the aim of achieving 100-plus stores handling brand products over the next five years, according to the Japanes beauty company.
This will be the first time bareMinerals will be marketed in South America and is a direct result of the Shiseido Group’s strategy to realize synergy between its global portfolio management and Bare Escentuals, according to Shiseido, which acquired the minerals line in 2010.
Shiseido started selling products in Brazil via a distributor in 1996 and established Shiseido do Brasil Ltda. in 2000. It currently sells its Shiseido branded prestige cosmetics at approximately 140 cosmetics specialty stores in Brazil.
According to Shiseido, the price range of bareMinerals is designated as an entry-prestige brand that is within the moderate price range to target the middle-income group, which is considered the growth engine of consumption in Brazil. For this reason, Shiseido do Brasil Ltda. will be working to expand customer points of contact with bareMinerals while distinguishing Shiseido brand products, which are in the highest price range.
In this way, the Shiseido Group will work to strengthen development in the fast-growing and dramatically changing Brazilian market through various initiatives while also sharing and utilizing assets such as brands and know-how, the company said.
The sales plan for bareMinerals products in the Brazilian market calls for double-digit growth or higher over the next five years, according to Shiseido.