The turbulent moment of the Brazilian political-economic crisis, which, in its track, has led to an increase in unemployment, has seen ingenious solutions to overcome the critical moment and assert the Brazilian vocation for creativity, in this case for the commercialization of products.
Mirandas is creating a multi-brand direct-selling club through a printed and digital catalog of distinct segments, and Cosmetic Green, a franchise where the franchisee invests very little and can work both at home and in a commercial room. There are those that focus on the commercial point to expand, or in hybrid solutions for direct selling. The models are different but bring a common and modern denominator: being multichannel and also digital.
Who does not remember that Boticario Group started from a small franchise at Curitiba (PA) airport, making the brand known to visitors from all over Brazil and abroad? Today, according to Artur Grynbaun, president of Boticario Group, the company’s total turnover reaches 120 billion with the sale of products of its brands ( O Boticário, quem disse berenice?, Eudora, The Beauty Box). But the successful formula of the world’s largest cosmetics franchising company – more than 3,000 franchised stores – went further and today introduces the direct selling model from its stores. But the growth of the company, based on the quality of its products, has also been receiving in recent years the reinforcement of e-commerce.
Racco Cosméticos, a direct sales company, also from Paraná state, started to operate in the combined system, adapting the catalog for digital access and has developed in partnership with startups, the Racco Shop, an app in which it is possible to place orders with the closest consultants, generating employment and income for people in a recognized company.
Cosmetic Green, a cosmetics, aesthetics and beauty company, bets on the launch of a new model of franchise: the ‘Office’, which offers the franchisee greater autonomy in sales, convenience and an investment of only 5 thousand reais, with a return expected between 8 to 14 months and monthly invoicing of 10 to 30 thousand reais.
Like this, the franchisee actuates from a commercial room or in its own residence . “We have designed a special model to work on this line of business,” says Marcio Roland, one of the founders of Cosmetic Green, which markets the main brands in the market in their physical stores, with spaces for product experimentation. All in all there are three business models: Digital, Office and Store.
According to him, the new model has closer contact with the final consumer. “The customer can assemble his team of resellers and resell the products to the end consumers and aesthetic clinics,” explains the businessman. The franchisor provides training, support, a URL to advertise the network products, besides marketing of disclosure. In addition, its stores become centers of coexistence with personalized service, events and workshops for the general public and beauty and aesthetics professionals.
And Mirandas, of the businesswoman Andrea Eboli, former marketing director of Natura, opened its register to capture sellers two weeks ago and has already reached the mark of more than a thousand people registered. The Mirandas model was created to give people the opportunity to work with products from different segments, not just cosmetics, to offer a wide range of products at each campaign. In fact cosmetics have a limitation of 30% of the product mix of the company catalog.
“The Direct Selling model has many barriers – of being required to buy a certain value, for example, or of offering only one brand of products, among other terms. We try to break these barriers through our model. Then sellers pay later, and if they want to continue with our model, “explains the director of Mirandas.
“We have 3 campaigns and sellers only pay in the fifth month,” she says. It works like this: sellers make a register without compromise, receive the magazine and start selling. In the third campaign they start paying $ 13.00 per month if they want to continue. Very little in hard times, which explains the success in attracting sellers, who will earn 15% on everything they sell, plus the promotions that Mirandas will promote every 20 days.
“The great innovation is to bring a new catalog to each campaign with different products. So the saleswoman always has new product to offer to her customers, “points out Andrea. In practice, this means that in the campaign close to Children’s Day, for example, product novelties is not exhausted. “There’s always a Disney backpack, or other kind of child product in addition to the cosmetic releases for the date. Those who do not sell because they do not identify with the concept of beauty consultant, for example – university students and men – can sell without having to participate in training, “says Andrea.
Mirandas’ proposal is to offer additional products, take away the sale from the store and moving on to the sellers of direct selling. Thus, brands not inserted in the model of direct sales that start to use the channel, gain an extra disclosure and eventually can expand through the channel.
“Small brands of vegan cosmetics Reload and Bony Brazil will bring the freshness of the vegan cosmetics novelty to the catalog,” says Andrea. “We encourage entrepreneurship, even small brands, but that have an interesting proposal. There are 23 vegan products companies in our catalog, one of them is a recycled fabrics clothing company. And in a next campaign we will have a new brand of cosmetics. It will always be like this, with new proposals.”