Clinique is the first Estee Lauder Companies brand to enter the fast-growing Brazilian cosmetics market, but the marketer has high hopes of success. By 2000, Clinique expects retail sales at the 41 square meters Clinique Service Center in Sao Paulo to equal those at its counter in New York's Bloomingdale's, which last year generated sales of $5 million.
Plans are for additional locations in Sao Paulo, as well as in other major population centers such as Rio de Janeiro, Belo Horizonte and Brasilia.
The Sao Paulo launch is backed by Clinique's signature global ad campaign, showing products photographed by Irving Penn, in Brazilian fashion magazines.
Janet Cook, senior vice president/general manager of Clinique International, says the brand already has a high awareness among Brazilian women, due to international travel and also Clinique's contacts within the Brazilian dermatology community.
"The timing is right to bring Clinique to Brazil," says Cristiana Arcangeli, Clinique's exclusive distributor in Brazil. "Brazilian women are buying more skin care and makeup products than ever before and they are looking for quality products that perform at an attractive price point."
The first Clinique Service Center will stock a range of 205 products and will offer personal consultations, a Color Deck (at which customers can experiment with color), and a self-serve area, Clinique Open Service. The latest concept in the company's sales environments, it is modeled on similar versions in Australia, New Zealand and Austria.
Clinique products are now sold in 81 countries, including Brazil.
Copyright May 1998, Crain Communications Inc.