“I’m atypical and I can calm myself with makeup. Today, I do cosmetology because of you.” “I’m black and I’ve never found a foundation that matches my tone. I’m here to thank you for being able to do it.” These were some of the phrases from girls who were in the audience at Beauty Talks, at Sephoria — Sephora’s largest global beauty festival — this Friday (8).
On the other side of the conversation was a journalist who became a businesswoman and now has more than 17 years on the road. During the event, the digital beauty influencer also spoke about her plans in the perfume segment and gave an exclusive interview to CNN Brazil.
Beauty event attended by the public
The event brings together more than 25 brands at Parque Ibirapuera, in São Paulo, and is expected to receive more than 8 thousand people, while another 20 thousand are on the waiting list, despite the ticket price, which exceeds R$1,000 (with fees).
Those who managed to enter the event were guaranteed access to the stands of famous brands, gifts and a bag with items well known to the public at Sephora, which organizes the event in several capitals around the world.
A beautiful partnership
Bruna Tavares and Sephora have a long-standing and successful relationship with the makeup and beauty product store chain. She was the first Brazilian “blogger” to have her brand on the network, in 2018, and became famous for her iconic product: a foundation with more than 30 shades, designed for diversity.
To CNN, Bruna spoke about her plans for the future. “I’ve been studying perfumery for four years. I took three courses in France, which is the birthplace of perfumery. I really wanted to delve deeper so I could do it, right?”, he said.
“Perfumery is a category that goes far beyond liquids. I think this will be the great future: products that bring multiple experiences of well-being”, he said, after saying that he went to an international fair and saw many perfume launches in “various types of texture”.
The launch is close. “I really wanted to launch this year, but I understood that the perfumery segment needs attention, it is a new business division. It could be a new brand from the BT group. But, by next year at the latest, it will be launched.”
Makeup as connection
Sephoria has an atmosphere of celebrating makeup and beauty. To carry out their activations, the brands participating in the event play very playful games, such as memory games and darts, to distribute gifts.
Bruna Tavares used this connection with makeup as a way to grow her brand. “Makeup is present in many moments. My mother’s red lipstick, the first time she put makeup on me for a June party, the makeup you wear at your wedding,” he said.
“I think makeup has this place of generating memories between people. I learned how to do makeup in the theater, so, for me, makeup was for me to transform into a character I dreamed of playing, to get on stage”, he said.
Bruna also grew her business with partnerships with famous brands: Disney, Hello Kitty and, now, Coca-Cola. He said he learned a lot about business and quality from brands. “Today you have to bring a packaging experience, a storytelling and the points of contact of the products will increase more and more. Because people no longer want to consume only good products – because today there are many brands making good products. People will consume the community.”
In other words, for the brand to grow, it also has to think about how the customer wants to “belong” to that creation. And this translates into history, identity and personality.
