Quem Disse, Berenice?’s growth has been relentless. Having debuted in the second half of 2012, the youngest business of Brazilian cosmetics giant Boticário Group, now has 200 stores, making it the largest makeup franchise network in Brazil.
Portugal was picked as a foreign test market by the brand and two stores opened their doors last December in Lisbon and a third one in Porto.
With a portfolio of over 500 color cosmetic products, plus perfumes and accessories, the Quem Disse, Berenice? has emerged with a provocative, liberating approach to makeup designed to suit women of all ages and styles. In the stores, customers are encouraged to experiment with different products, which are set up in counters equipped with mirrors, brushes and sponges, until they find the perfect color combination to match their skin and lifestyle. The brand’s current product offer includes around 100 lipstick colors, 70 eye shadows and 18 different shades of foundation and concealer.
According to the Boticário Group, the penetration of the makeup category in Portugal is 81%, compared to less than 50% in Brazil. The solid infrastructure that had been created by the Boticário Group since it set foot in the country in 1986 also proved to be a huge advantage in implementing the business and providing local support.
Quem Disse, Berenice?’s stores in Portugal have the same layout and service standards as those in Brazil. Portuguese customers will have access to over 400 Quem disse, Berenice? products.
Seven other countries where Boticário Group currently operates, including Angola and Mozambique, are quoted as potential markets for Quem Disse, Berenice? in the coming years.
Check Brazil Beauty News for more details.
