Cosmetics company breaks into the UAE

02 de junho de 2016

São Paulo – The Brazilian cosmetics company Ideal Cosméticos has just broken into the United Arab Emirates. Products by the Minas Gerais state-based enterprise reached the Gulf country last month, after it landed a deal with a local export/import company to distribute its cosmetics at local salons and spas.

“We devised a step-by-step plan to expand the product line (that is sold in the Emirates). We started out with aesthetic products such as body massage lotions and a small portfolio of manicure supplies, including nail treatment items, creams and exfoliants,” says commercial director Fábio Lemos, explaining that Ideal’s cosmetics will be placed on the UAE market in a gradual way.

“Now, we have a plan to begin by distributing at beauty salons and spas, before going for retail. According to our projections, we should be at 400 to 500 salons and clinics by the end of the year,” the executive claims regarding business in the UAE.

In a bid to tap into the opportunities that the Arab market has to offer, since 2014 the company has been going to Beautyworld Middle East, the region’s leading beauty industry fair, held annually in Dubai.

“It’s really worthwhile, because the fair is attended not only by people from the Gulf, but also from Africa, a market whose events Brazilian companies don’t usually go to,” says Lemos.

He also points out other Arab countries Ideal is interested in. “The outlook is good in Saudi Arabia, Kuwait, Oman and Qatar. In North Africa, it looks like we will land a deal this year in Sudan,” he reveals.

Lemos regards the Arab market as “very strategic.” “It’s a very big, mature market that requires patience and time. You must be prepared when it comes to regulatory aspects, because they are strict. The market has a huge potential,” he asserts.

According to the executive, the company has the capacity to make 40 million to 50 million items per month. Ideal Cosméticos boasts a vast portfolio that includes primers and oils, nail polish removers, talcum powders, hydrating creams, decolorants, aromas, nail glitter, shampoos and gels, among other items.

Currently, only 5% of cosmetics by Ideal are sold in other countries, but the company plans on increasing that percentage. “The intention is to have exports account for 20% of the company’s output within the next five years,” says Lemos. At this time, Ideal sells to seven countries in Latin America, Africa and the Middle East.

Ideal Cosméticos
Phone: +55 31 3589-3200

*Translated by Gabriel Pomerancblum