Beauty Fair – more public, more business

In its ninth edition Beauty Fair, establishes itself as the largest showcase of technological innovations and launches the beauty segment in Brazil. Held in an area of ​​82000 m² in Sao Paulo at Expo Center Norte, between 07 to 10 September, received about 145,000 visitors. Handled more than U.S. $ 450 million in business and counted with the participation of companies from the United States, Mexico, England, Italy, Poland, Spain, Portugal, China, South Korea, and Africa besides South American countries.

Forums and business workshops were intense activities at the fair for the public shopkeeper and also for professional salons. Workshops were held for technical refinement in Human Resources, Finance, Marketing and business for retailers. This year, retailers participated in a panel about the importance of engaging people to the business strategy, and the different dynamics and interactions that took place in different distribution channels, with presentations by leaders of Nielsen and BG & H.

With about 500 exhibitors and more than a thousand brands, the Beauty Fair makes clear why Brazil is now the third largest consumer market for beauty products and personal care in the world. The average growth of the beauty and hygiene in the country, has been above 10% in the last 15 years.

Cesar Tsukuda, CEO of Beauty Fair, believes that although at a slower pace, the total turnover of the sector will continue rising. “We are facing a structural challenge. There aren´t  strong sector if the industry is far from retail,” he noted. And in this edition of Beauty Week the proximity between manufacturers and retailers was remarkable.

The company’s products for the hair of the Rio de Janeiro Niely Cosmeticos for example, totaled US$ 2,21 million in sales at the negotiating table with clients across the country, according to its president Daniel de Jesus. The makeup brand Vult introduced a new line inspired by the circus theme and has used it  to decorate the stand. More than closing sales at the fair, the company’s goal was closer relations with old customers and make new contacts as well as attract the general public. With Taiff was no different: “We get customers from all over Brazil, including new distributors. Our goal is to increase sales in the Beauty Fair  in 15% more compared to 2012,” said Karina Kaneko, manager of brand marketing.

 P & G promoted  a circuit of brands at the fair, which included Pantene, Koleston and Wella, with visitors getting in touch with the new products of each brand. In its space the company also promoted meetings between retailers and distributors of the brands P & G.

But the important for the market are the launches at the fair that, in general will be on retail shelves or in pharmacies, clinics and beauty salons in a few days. Here we highlight some of them:

Salvatore Cosmeticos launched the Pre Color Shampoo  Explenda  and Shampoo Pro Color Explenda, which actuate as an agent anionização. According to the company product, which is designed for colored hair, dilates naturally three types of hair cuticle (epi cuticle, exo and endo cuticle cuticle), without damaging or drying the hair, allowing greater absorption and adherence of the staining pigments, resulting in   more intense and lasting color.

The dermocosmetics company Buona Vita has presented at the fair Vita D Supreme Mask, a mask of Gold Nanoactive, based of collagen, in the shape of the face, which in combination with other actives leaves the skin soft and hydrated. It provides action revitalizing, moisturizing and illuminating; also contributes to the reduction of pores, whitening spots and promotes firmer skin and dense, the company says.

Biocode, treatments with caviar 
                                                                      and black pearls


Biocode Cosmetic, specializing in cosmetic technology, presented three anti-age for face: Pearl Lift (Firming Face Serum, US $ 42,7), Caviar Peel (facial scrub, US $ 37,5) and Glow Eyes (serum for eye region, US $ 45,3). Developed to provide essential nutrients to the skin and slow the aging process, the line has been formulated with marine ingredients of high biotechnological performance , such as caviar, DMAE and black pearls from Tahiti. The company says the line gradually recovers hydration, firmness and healthy appearance of the skin of the face. “For being a natural marine complex, the black pearl adds value to luxury cosmetic formulations and is a source of natural minerals to revitalize skin,” says Dr. Katia Fredel, pharmaceutical responsible of Biocode Cosmetic.

VEER Cosmeticos, brand of aesthetical facial and body products for professional use took to Beauty Fair, among otherslaunches, the Peel Skin Prepare a pretreatment kit for professional use, which maximizes the effectiveness of various treatments such as peels doctors, whitening, stria and prevention anti-aging .

                                         Vita Seiva – Argan to treat blonde hairs

Vita Seiva took the color 9 – Ultra Light Blonde of  Argancolors line a formula of staining cream   permanent without ammonia color with the powerful Argan Oil (US $ 4,91).

Wella, the professional division of P & G, presented the new Wella Care oils  and System Professional, Oil Reflections and SP Luxe Oil. It has also launched on the fair the first toning mousse for men, SP Men Gradual Tone, besides the new shampoo SP Men Silver, anti-yellowing for white threads.

Clairol, professional division of P & G, presented at the fair Hydro-Blondes, a full menu of services of color and treatment, for the treatment of dry blond threads. The Specil Blondes of Clairol Professional contain extra conditioning ingredients to balance the moisture of the hair and provide a smooth and bright finish. There are 32 shades of blond with formula enriched with lipids. Hydro-Max: for a crystal clear bay provides intense hydration. Hydro-Max: for a very clear blonde provides intense hydration. Hydro-Lights is the service for the hair strands hydrated. Hydro-Gloss to provide gloss and polishing and Hydro-tones, for a strengthened blonde and  in multiple shades.

P & G took yet the novelties of Pantene to complex needs, such as the line Pantene Expert Collection, a premium line with AgeDefy that promises to rejuvenate the threads by returning volume to the hair, equivalent to adding 6,500 threads in just 14 days of treatment. And the line Advanced Keratin Repair with advanced technology and formula, to restore the smoothness of extremely damaged hair, restoring them instantly.

Also presented to the public its Gillette Venus line, developed especially for the female audience, with products for waxing quick, practical and painless. Already available in versions Simply Venus 3 Venus Sensitive and Venus Oceana.

Its competitor, Depil Bella ®, a Bioclean Group brand, launched at the show, the new device for hair removal roll-on, with unique design and INMETRO seal of approval. Also launched a soothing facial lotion with active moisturizers that quickly reduce the redness, the depilatory wax roll-on with toning and nourishing properties of aloe vera, and hot wax in bar with  emollient actives and astringent from the extract of passion fruit.

Biotropic launched of Barbie line (Mattel) the Deo Cologne-Barbie Fashion Teens, jovial and cheerful fragrance presented in 80ml version, with fruity and floral notes for US $ 6,54. A line of body splash with sweet fruity notes and another line of body splash with starting notes of Peach and Raspberry, the body of Roses and bottom notes of  Almonds. From the same line, hair care products, without salt and with Aloe Vera extract and honey, dermatologically tested, among other releases.

Alfaparf Group took to the fair Deplylia, a professional line of complete hair removal, by an epilation method with warm wax high quality for all skin types and for all body parts, male and female. For the step post-epilatory post, the line features a Cream Refreshing of antioxidant properties and anti-age-based Viridis Mint, Urea and Wheat Proteins, among other actives to ensure an antiseptical action, moisturizing, healing and soothing.

The makeup brand Marcelo Beauty took to the fair 120 items reformulated of its product line being 31 releases for face, lips and eyes. The new line of eye makeup. The highlights were for Eyelashes Mask with Argan Oil and pen delineating Carbon Black.
 Truss – hair protection for the Summer

Truss developed and launched at the fair Summer Beauty Box, a kit that offers cosmetics for hair protection during the summer, with Solare Shampoo and Conditioner, with Sun Protection, an active nanotechnological of UVB protection, to protect hair against the  aggressions of water sea, sun and pool; Specific mask, an intensive treatment mask to hydrate the hair instantly and the Hair Protector, a leave-in untangling and protective of the threads against mechanical action of the brush and hairdryer heat. Average price of the kit stays oin US$ 92,6.

The Polish companies, who shared a pavillion with the United States and China first participated in the Beauty Fair bringing EcoWipes, a toiletry manufacturer with cotton sought to attract the interest of professionals in the cosmetics and beauty and an importer and distributor in Brazil. Just like Farmona, manufacturer of natural cosmetics for hair and body. “Brazil is a beautiful  and huge country for the sales of cosmetics and toiletries and the contact with consumers at the fair is very good,” said Anna Bochenek, the area of ​​research and development company.