TAGS: Brazil,middle east

Brazilian cosmetics brands are showing great potential for expansion in markets such as the United Arab Emirates and Saudi Arabia.

Brazilian CT&F investments abroad are growing, especially through the Beautycare Brazil Project for the Internationalisation of the Brazilian Cosmetics, Toiletries and Fragrances Industry. One very promising area is the Middle East, where Brazil has achieved important results despite pandemic and the postponement of events such as Beautyworld Middle East. Companies expect consumers in the region to expand their product search with ingredients from biodiversity, especially thanks to the synergy that exists between the ethnic miscegenation of the Brazilian population and the various skins, hair and nail types found in the Arab market.
The Middle East is very attractive for Brazilian companies thanks also to consumer habits, market potential for products from the CT&F sector and the ease of distribution to Dubai and the surrounding area. Beautycare Brazil plays a fundamental role in business and commercial promotion, marketing and communication, as well as in brand strengthening across the region: “In 2020, exports by Beautycare Brazil companies totalled USD 154.2 million, an expressive growth of 26% over the previous year,” explains Gueisa Silvério, Manager of Beautycare Brazil. “The two main markets in the region (UAE and Saudi Arabia, respectively) accounted for 4% of our total exports. Considering the atypical year marked by the global pandemic and the exportable products offered by the group of companies participating in the project, it is possible to achieve a significant increase in the result of exports in the region. Brazilian products are objects of desire by Arab consumers.”

Karen Fernandes Jones, Chief Operating Officer of Apex-Brasil for the Middle East and North Africa, adds: “The United Arab Emirates are major consumers of CT&F products, and it is expected to expand even more, as we become more familiar with the market, taking advantage of opportunities, such as the use of social media marketing and e-commerce, the expansion of premium product offerings, the investment in sustainability, and the focus on brands for niches, in addition to the increased search for men’s products.”

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