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opportunity
cosmetics in brasil
1
cosmetics in brasil
Fonte:
ABIHPEC
www.earthbeautybrasil.com www.twitter.com/EarthBeuatyBR
2
cosmetics in brasil
Fonte:
ABIHPEC
www.earthbeautybrasil.com www.twitter.com/EarthBeuatyBR
3
2011: +69%
Key-Point: Sales for cosmetic products online almost doubled between 2010 and 2011.
4
underservedniche
E-Commerce of Face Care in 2011:
35%
30%
25%
20%
15%
10%
5%
0%
2010 Market Share 2011 Market Share
Key-Point:
Pegova represent of the market, while the other major players still have
63%
www.earthbeautybrasil.com
5
underservedniche
Why have the other major players still not entered this market?
Fear of damaging their traditional distribution outlets Pharmacies Beauty Salons Super Markets Cosmetic Boutiques
6
www.earthbeautybrasil.com
www.twitter.com/EarthBeuatyBR
success story
2009 Entered the Brazilian Market
Selling only through e-commerce Without a .br website Very limited marketing No celebrity endorsements
7
53% of Brazilians would like to buy products through their social media network
Fonte:
ABIHPEC
www.earthbeautybrasil.com
www.twitter.com/EarthBeuatyBR
8 5
our solution
To sell proven, healthy, high-quality, American-Made beauty products, through a Brazilian Social E-commerce store.
www.earthbeautybrasil.com
www.twitter.com/EarthBeuatyBR
9
naturalbeauty
90% of Brazilian consumers search for
products with natural ingredients
www.earthbeautybrasil.com
www.twitter.com/EarthBeuatyBR
10
exclusive products
Our beauty product categories: Face Care Hair Skin Care Make Up Accessories
www.earthbeautybrasil.com
www.twitter.com/EarthBeuatyBR
11
Earth Science
32 year old brand Owned by member of our team Natural Ingredients 100% free of harmful ingredients Aproved and used by Hollywood Actresses Now, used by Brazilian Actresses Made in California Accessible Premium Brand
(R$ 50 R$ 110)
www.earthbeautybrasil.com
www.twitter.com/EarthBeuatyBR
12
Suki
15 year old brand Growing 20% each year, for last 10 years 100% non-synthetic 100% hand made 100% free of harmful ingredients Only clinically proven natural solution Dermatologist recomended Has won various international beauty awards Hi-Premium Brand
(R$99 R$299)
www.earthbeautybrasil.com
www.twitter.com/EarthBeuatyBR
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our target-market
Class A - B Women 30-50 High-level education Buyers of clinically proven products Visits the dermatologist regularly Motive of purchase: Quality/ recommendation
Class B - D Women 25-40 Medium level education Users of social media Visits beauty salon regularly Motive of purchase: Quality/ value
Key Point 77% of the buyers of beauty products online in Brazil fall within these two categories
www.earthbeautybrasil.com
www.twitter.com/EarthBeuatyBR
14
our marketing
FERNANDAMACHADO
Our Founder, exclusive celebrity, and endorser Huge social media presence 2013 work schedule:
Program Launch Date Role
Prime Time Soap Opera In the name of the father Film: Trust me
April 2013
Main character of the most watched TV program in Brazil Lead role of a new lm to be released throughout Brazil
April2013
June 2013
www.earthbeautybrasil.com
www.twitter.com/EarthBeuatyBR
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our marketing
Social Commerce Aliate Program Access to popular magazines, tv, Social Media Radio, newspapes, etc Celebrity events Our medical representative
Jonas Lima Junior Plastic Surgeon Hospital das Clnicas, So Paulo
Dr. Jo
An exclsive team of dermatologists Presence in the best beauty salons Guerilla marketing
Ambassadors Festivals Contest Samples Beauty Van Pop-up Stores
16
our team
Jonathan Peter Kendall - Jonathans experience is in business
management and development through organic growth and acquisitions, his going public through an IPO with his former company DAOU-INTEGREX, and his Brazil-business experience make him a powerful asset. He will use his experience to grow and expand the business rapidly while retaining customer focus and protability.
Leeds School of Business, a young, California-native, with tremendous social media and e-commerce experience. Robert was born into the world of cosmetics and technology. Roberts family owns the California brand Earth Science, and he has played an active role in the company for the last 5 years.
actress in Brazil. She is currently working with the media superpower TV Globo and has played leading roles in over eight prime time soap operas in Brazil. She won the Best Actress award in 2008 for her role in Paraiso Tropical. She was the leading actress in the Brazilian lm Tropa de Elite, which achieved international acclaim and success including Berlins Gold Bear Award. She also has vast experience in the world of cosmetic advertising and endorsement, working with Avon and Lreal.
www.earthbeautybrasil.com www.twitter.com/EarthBeuatyBR
17
Collaborators
In addition to our core team, California Beauty has the collaboration of three professionals with extensive and proven ability in their areas of performance: A former Director of one of the international "giants" of the cosmetics industry with 15 years experience in Brazil, has participated in developing the our strategy and will remain an integral part of the team A plastic surgeon who certies the quality of our products A Brazilian consultant with extensive experience in managing large and medium enterprises.
www.earthbeautybrasil.com www.twitter.com/EarthBeuatyBR
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board of advisors
Rebecca Riskin - Rebecca is a successful California business woman,
and the mother of Robert, who falls into the Active Adult category and is a dedicated user of the products. She brings her unique perspective of successful women and entrepreneurship, and her can-do spirit has already moved us forward and helped us hone our direction. With sales totaling over $1 billion, she has been Santa Barbara's top realtor for the last decade.
www.earthbeautybrasil.com
www.twitter.com/EarthBeuatyBR
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our strategy
E-Commerce Strategy: An original and competitive model
Step 1: Create notariety, credibility, and desire
Launch products and websites of Suki and Earth Science
2013
Launch Perfume Fe by Fernanda Machado Launch MyBody Line Launch Mens Line
2014
www.earthbeautybrasil.com
www.twitter.com/EarthBeuatyBR
20
our strategy
Step 2: Accelerate publicity and increase access to the brand(2015-2020) Entering online Beauty Portals Entering tradtional physical outlets (pharmacies, super markets, etc) Continuing to developing and launching new lines of products California Beauty Naturals California Technology Made in Brazil
www.earthbeautybrasil.com www.twitter.com/EarthBeuatyBR
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timeline 2013
- - - - R$150.000 invested Company legalized Websites in construction Degree 1 products registered with Anvisa - Import licenses obtained - Logistics, PR, Marketing partners identied - Exclusivity with Fernanda Machado
Februrary
- Launch Earth Science - Events in Rio and So Paulo - Media Buzz - Implement marketing strategies - Presence at Beauty Fairs
April
August
2013
2014
- First import arrives in Brazil - Finish websites - Register Degree 2 products with Anvisa - Partnerships with dermatologists and beauty salons.
March
July
November
www.earthbeautybrasil.com
www.twitter.com/EarthBeuatyBR
22
product costs
$R
FOB
R$100.000
Earth
Science
Facial
Products
235
ml
Earth
Science
Age
Defense
30ml
Earth
Science
Body
Products
70
ml
Suki
Face
Cost
of
Distribu<on,
Product
Importa<on
Cost
Cost arriving
in
Warehousing,
Total
Cost
Our
Margin
Cost
(USA)
Multplier
Brasil
Logis<cs,
Etc.
of
Product
Mul<plier
Our
Price
for
the
Customer
6.2
2.54
15.75
5.97
21.72
2.76
60
100 80 48
13.4
2.54
34.04
5.97
40.01
2.87
115
4.6
2.54
11.68
5.97
17.65
2.55
45
Lccitane Kiehls O BoUcario 40ml 75ml 40ml Prevage Kiehls Clarines 40m 50ml 20ml Shiseido Kiehls Clarins 200ml 120ml 100ml
68 55 45
33
2.54
83.82
5.97
89.79
2.45
220
Suki Body
20
2.54
50.80
5.97
56.77
2.47
140
739
125 190
www.earthbeautybrasil.com
www.twitter.com/EarthBeuatyBR
23
our valuation
Capital need for launch:
R$ 2 million
years
Investment Period: 5
Our growth expectancy : R$2 million in year 1 R$8 million in year 2 R$16 million in year 3 R$32 million in year 4 R$60 million in year 5
After 5 years, the value of the company will be: 10 times EBIT (10 times is the average valuation for a cosmetics company in Brazil), or 10 x 60 million x 35% =
Protability: 35%
R$ 210 million
www.earthbeautybrasil.com www.twitter.com/EarthBeuatyBR
24
thank you
website
EarthBeautyBrasil.com
phone
21.7906.2094
www.earthbeautybrasil.com
www.twitter.com/EarthBeuatyBR
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