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5 www.merck4cosmetics.com THE COLORFUL AND CAPTIVATING CABANA CRAZE SAMBA NIGHTS B razil – vibrant and colorful – is not just one of the most influential countries in South America, it’s now beating the drum in global markets, too. Thanks to a thriving economy that’s still on the rise, this powerful country has a lot to offer. Warmth, excitement, captivating people, and captivating places – all part of the kaleidoscope culture that appeals to the senses. To many, it is a nation of beauty and perfect appearances, to others it is still a far- flung place associated with little more than soccer and beaches. But as the rhythm and rhyme of its people, customs, and businesses have samba’ed boldly onto the international stage, so too have its sophisticated tastes, its products and trends. Brazilian culture is now also a part of the global village, along with its fashions and fads. If ever there were a country to be covertly coveted by the rest of the world – even by the other nations that form part of the emerging BRIC economies – it simply has to be Brazil! A NATION THAT IS FUELING NEW MARKETS The new Brazilians are a thrill and chill in one. They take a relaxed approach to life, but with the economy still growing in recent years (while oth- ers were still lolling in the doldrums), this coun- try is cultivating new ideas and new markets. Brazil is going places. And it’s not only superstar athletes that are fast-tracking. Brazil is a hot spot for market growth and hotshot trends. In fact, it has been a consistent driver of global market demand for fun and flashy cosmetics products such as nail polish. In the next five years, Brazilian personal care and beauty product consumption will outpace developed markets, even the double-digit growth in the U.S. beauty COVER STORY UNDERSTANDING WHAT MATTERS – AND WHY No culture or business environment is without its complexities. Understanding the lie of the land and the unknown do’s and don’ts can be crucial to opening the right doors in a country and securing long-term success. One such chal- lenge in a market as fast-moving and, for some, challenging as Brazil is the legal environment. Even a product category in everyday use in hot and sunny countries, such as insect repellents, may need detailed advise from an expert like Merck. Here’s just one interesting regulation that un- fortunately typifies the pitfalls that await for- eign companies in South America: In Brazil, insect repellants are not classified as pesticides, biocides, or insecticides. They are cosmetics. Here to help Merck can be your partner for worldwide regulatory issues. We can consult companies in formulating products for countries like Brazil. Merck has local expertise in Brazil, with key contacts and important connections to regu- latory agencies in the country. Not only do we speak the language, we know the admin- istrative culture like Pele and Ronaldo know how to score goals. If companies need detailed support, Merck offers seminars and workshops in Brazil to help specialists for their particular needs. and personal care market. The average Brazilian consumer spends $240 each year on pampering products – on a par with the U.K. and U.S. What better reason to start introducing this market to an extraordinary portfolio of functional ingredi- ents and effect pigments for stunning cosmetic applications, perfectly suited to meet the de- mands of the bold Brazilian temperament. The time is right for bright colors to round off high performance in appealing formulations – vivid products for vibrant consumers. This colorful nation is always open to the new and novel. As a result, major companies are now investing heavily in R&D in Brazil: One research facility in Rio de Janeiro is being billed as a $55 million investment; major in- ternationals are continuously announcing more and more newcomer products. As con- sumers move seamlessly up the disposable in- come scale, they will be on the lookout for new ideas, but they will also create new de- mands – many of which could dictate the di- rection of developments in other parts of the world! PEOPLE POWER In many markets, manufacturers and mar- keters lead the way, spotting and fostering trends. In Brazil, it’s often different. Brazil- ians are as switched on, sophisticated and “savvy” as developers and entrepreneurs. Cosmetics and care products are every- body’s business, so Brazilians are not just in touch with trends, they know how to judge quality. It has to feel right and look right. Like many things in South America, instinct comes first, then deduction. COS1408_EH_Merck_GB_02_215x290mm_1/1_A 24.07.14 13:09 Seite 5