Guerlain, present only in 28 Sephora stores, has been expanding its sales in the country since January this year, when it entered the Dufry and DFA stores in Brazilian airports.
In August the brand started selling its products in three new channels: The Beauty Box, Boticário Group’s multi-brand store, and the Época Cosmeticos e Beleza web marketplaces. Present in 28 stores, the brand expects to reach 40 outlets by 2020.
According to the company, perfumes are one of the main categories of the Brazilian luxury market. With the new channels group sales are expected to increase by 12%. By August, Guerlain’s sales in Brazil have grown by 37%. Also according to the company, the presence at airports is essential because of the consumption habits of Brazilian women who usually buy perfumes mainly at airports and travel. Only 1/3 purchase in physical stores. Digital channels for the company are a showcase for branded products.