BEAUTY

Loja specialized cosmetics



Vivian Neuls, bathing Season: offering 1,800 products from 15 different brands
Brazil is the third consumer market for hygiene and beauty products in the world, behind the United States and Japan. The sector registered in 2008 a turnover of R $ 21.2 billion, 10.9% more than in 2007 , according to the Brazilian Association of toiletries, Perfumes and Cosmetics. The secret to win a place in this universe, in the view of experts, is to act in niches. 'The more targeted for the business, the greater the chance to circumvent competition from supermarkets and large pharmacy chains, "says Francisco Caravante Junior, the Consult Cosmetics & Pharmaceuticals, specialized consulting in the area.
It was what made the entrepreneur Vivian Neuls, which in 2004 opened the first store of bath products in Porto Alegre, the Bath Station. "The city had nothing like and acceptance was very good," he says. The store works with 15 domestic and foreign brands, a mix of 1,800 products. 'One of the great mistakes of who starts the business is to be seduced by the cosmetic appeal. You want to buy everything all brands, crams the stock and then is forced to burn it in great deals because the shelf life is running out, "he says. The bath station serves an average of 20 clients per day, a number that triples in holidays like Christmas. To attract customers, offers products not found in large networks, balances prestigious brands with other natural appeal, distributes samples and makes constant promotions. 'The impulse purchases weigh much, hence the importance of the environment of the store awaken the emotional side of the consumer, "says Vivian. To this end, it works colors and fragrances according to the season - citrus in summer, drier in winter - and maintains a sink at the entrance so that customers test the products.

EQUIPMENT AND FACILITIES >>> R $ 50,000 (adaptation and decoration of space, windows, shelves, counters, computer with internet, telephone, stock for two months) WORKING CAPITAL >>> R $ 10,000 AVERAGE MONTHLY SALES >>> R $ 30,000 EMPLOYEES >>> 3 (the owner and 2 sellers) DEADLINE RETURN >>> 24 months