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BareMinerals to Launch in Brazil

The Shiseido-owned brand will be introduced there in May 2012.

TOKYO — Shiseido is preparing to launch the bareMinerals line of cosmetics in Brazil next year, marking the brand’s first foray into South America.

 

Shiseido, which bought Bare Escentuals Inc. early last year, said it would launch the mineral-based makeup line in Brazil in May 2012.  It said the company would carry out sales through e-commerce and retail, including freestanding bareMinerals boutiques with the aim of reaching more than 100 sales points over the next five years.

 

The Japanese beauty giant has had a presence in the Brazilian market since 1996 through a distributor. It established its own subsidiary in the country in 2000 and currently sells Shiseido cosmetics in about 140 stores there.

 

Shiseido noted double-digit growth in the Brazilian market for cosmetics over the last few years. It estimated the market is currently worth 2.4 trillion yen, or about $31 billion at current exchange, the third largest in the world after the United States and Japan.

 

“Following the recent consumer trend in Brazil toward natural and organic products, Shiseido expects brand awareness to increase rapidly and to gain the top mineral brand position,” the company stated.