The Boticário group will not wait until the next Black Friday to lower the prices of its products. For the second year in a row, he decided to make a kind of consumer week out of time, which starts this Monday (19) and runs until next Sunday (25). There will be more than a thousand items with up to 70% off. In 2024, the promotional week, called “Beauty Days”, was held in August and revenues the group’s e-commerce more than double-growth was 103% compared to the same period of the previous year. The absolute value, the company does not reveal.
With the action, the desire of the company is to create what it calls “a new seasonality” in the first half. By decentralizing promotional periods, the group expects to expand the access of its brands throughout the year. In this edition of the “Beauty Days”, the campaign has gained an international arm, coming to Portugal, where the Boticário group has 60 physical stores, an e-commerce platform that serves all of Europe and reseller services.
“This internationalization represents a strategic opportunity to expand the brand range and consolidate the Boticário group as a company with global presence, reinforcing our ability to innovate and integrate,” says Boticário Group’s B2C (final consumer sales) vice president, in an email interview with an email interview with Infomoney.
The company also does not open what is the participation of the European operation in the group numbers, which last year recorded R $ 35.7 billion in total sales.
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This year’s “Beauty Days” discounts are valid for the brands O Boticário, Eudora, Vult, who said, Berenice?, Dr. Jones, Truss and Oui Paris. And it is not valid for e-commerce purchases only. Products for sale in physical stores, for direct sale, B2B (for companies) and even in marketplace Beauty on the web also enter the “salon”.
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“The expectation is that 91% of requests dispatched by our franchises will arrive in less than two business days,” says Ronchetti. The group also expects 44% of orders to be placed in the mode click and remove, in which the consumer can remove the product in the store itself up to 6 hours after making the purchase.
According to the company, 10% of consumers who buy the click and remove acquire other products from the store at the time of withdrawal and 15% becomes a customer of the physical channel.
“I can say that our consolidated operation in Portugal and the constant commitment to the consumer experience indicates that there is a significant potential to expand this modality internationally and improve its features, ensuring an increasingly fluid omnical journey, connected and aligned with the needs of our customers,” concludes Ronchetti.
