Q&A: Beautycare Brazil eyes US push for export growth

During this year’s Suppliers’ Day show in New York City, Beautycare Brazil, the Internationalization project of the Brazilian Cosmetics, Toiletries and Fragrances Industry and its correlates, carried out by ABIHPEC (Brazilian Association of the Cosmetics, Toiletries and Fragrances Industry) in partnership with ApexBrasil (Brazilian Trade and Investment Promotion Agency) featured exhibits by eleven Brazilian companies for the first time, as detailed in the organization’s press release.

With a goal of expanding Brazilian cosmetics and personal care product company business in the US and North America, the group saw over 700 business meetings held during the two-day event. As noted by the organization, these meetings generated a total of $1.3 million in international sales with an expected almost $5 million more generated over the next year.

To learn more about the Beautycare Brazil project, the group’s participation in this year’s Suppliers’ Day show, and the organization’s future goals for further expansion into the US market, CosmeticsDesign interviewed ABIHPEC's International Business Manager, Gueisa Silvério for her insights.

CDU: What are some of the biggest current trends in the Brazilian beauty care space that are gaining popularity in the United States? ​ 

Gueisa Silvério (GS): At this moment, we have identified a greater targeting of exporters with a focus on the commercialization of ingredients and finished products that use natural assets from the different Brazilian biomes or nanotechnology in their formulas, but the popularity of Brazilian products has been increasing due to the quality and diversification of the product line for export. 

CDU: Can you share some background information about Beautycare Brazil? ​ 

GS: Beautycare Brazil is a sectorial project created in 2000 through a partnership between the Brazilian Association of the Personal Hygiene, Perfumery and Cosmetics Industry (ABIHPEC) and the Brazilian Trade and Investment Promotion Agency (ApexBrasil), which aims to promote, facilitate and accelerate the process of internationalization of companies in the HPPC sector and its related products.

Providing support in trade promotion, market training and promoting the image of our industries, we seek to leverage the growth of exports of products and services that involve the value chain of the HPPC sector (finished products, ingredients, packaging, services, and accessories in general), always respecting their individual strategies. 

In addition to focus on international business, the partnership with several areas of activity of ABIHPEC allows us to be always attentive to market behavior, including analysis and evaluation of trade interference, tariff and non-tariff barriers, international agreements and rates, logistics and customs, marketing, economic and political variables, directing actions to better serve the group of participating companies. 

CDU: How was Beautycare Brazil received at this year's NYSCC Suppliers' Day show? Was there anything surprising or exciting that happened at this show this year? ​ 

GS: As our first participation at this event, we were positively surprised by the qualification and professionalism of the visitors – many of them representatives of local companies, international subsidiaries or visitors from other countries and regions of the world, such as Canada or Europe.

We believe that NYSCC Suppliers' Day is the best trade show to search business partners in US and even growth of business and exports – especially for a sector that needs sensorial experiences to demonstrate its products making face-to-face meetings extremely relevant. For sure, this event should be included in our annual calendar to support Brazilian companies in the largest consumer market in the world. 

CDU: What are some of the biggest challenges facing Brazilian cosmetics and personal care manufacturers and suppliers looking to break into or expand into the United States market?​ 

GS: Even with high quality technology and innovation of our products, in addition to face the competitiveness within the largest CT&F market in the world, Brazilian companies need to remain firmer and more determined than other countries to convey reliability and seriousness in terms of doing business - especially when it comes to marketing a unique ingredient.

Trust is the basis of the relationship between the seller and the buyer, so the formulator and the company's R&D area only run risks if they see confidence in the product and in the company. This is challenging for business and may represent an even greater challenge for Brazilian companies that need to reinforce their differentials, their competitiveness and seriousness in commercial negotiations. 

CDU: What are some solutions currently in development or being implemented to address these challenges? ​ 

GS: Build a positive image of the Brazilian HPPC sector in the world. As the 4th largest consumer, we have many successful cases that attest to the products, greatness and seriousness of our industries.

Individually and with the support of Beautycare Brazil, a sectorial project that promotes Brazilian HPPC exports, the companies have already achieved incredible results, selling their ingredients to global and world-renowned brands. Last March we had the opportunity to participate for the 10th time in an event in Europe and hear from visitors and organizers that Brazil has become an "anchor country" for the fair.

This means that many people are coming to our booth to see what Brazilian companies have to offer. This sounds like music to our ears and demonstrates that we can do it! This is the story we intend to build in the USA: to make a difference with quality, innovation, trust in business and in our products. 

CDU: What are Beautycare Brazil's future goals regarding the support of cosmetics and personal beauty care product suppliers and manufacturers looking to expand into the United States market? ​ 

GS: As we want to continue growing, opening the doors to the American market is just the beginning of our work; after that, companies will need to track the business and demonstrate the consistency of their business. It is important to remind that Beautycare Brazil was created in 2000, so we need to continue in the same direction to promote Brazil, CT&F sector and Brazilian companies.

It is continuous effort to improve the support, adjust strategies and target markets, as well as preparing and training companies for new challenges, always seeking for a better way to support our members and their needs.