12. Fonte: Estudo Quantitativo, 2001 Brazil The Curly Hair Country 70% of brazilian women have some kind of curly hair wavy Curly Frizzled Tightly curled Straight
13. 79% of the brazilians are from the B2, C and D economic groups
Actually I like to think that we are much more than a product and service provider. We transform people ´s lives through beauty. That´s why we like to see ourselves as a beauty factory.
Before I start telling our story, I would like to give you an overview of the brazilan business environment.
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Comparing Brazil ´s procedures and challenges to run a business, it´s clear that we have a lot to improve. Brazil is ranked 125th in a total of 181 economies.
We have what is called the “Brazil Cost”, that means all the challenges that the bureaucracy, corruption, high taxes, structural difficulties, and other items presented. Being an entrepreneur here, means to be absolutely passionate for the business, and positively confident that there is a real valuable market opportunity, and that problems and failures are part of the game.
Ustedes miraran o brilho no ojos das nossas colaboradoras e de nossas clientes? Saben lo que hace, isto acontecer? Viver nuestros valores.
Brazil is the third country in therms of money spent with cosmetics and beauty treatments.
We are focused on the so called base of the pyramid consumers. We want to offer great products, services and superior experience for the lowest price possible. Brazil is a perfect example of the great opportunity that the consumers from the base of the pyramid represent. Read the data.
We are focused on the so called base of the pyramid consumers. We want to offer great products, services and superior experience for the lowest price possible. Brazil is a perfect example of the great opportunity that the consumers from the base of the pyramid represent. Read the data.
We are focused on the so called based of the piramid consumers. We want to offer great products, services and superior experience for the lowest price possible. Brazil is a perfect example of the great opportunity that the consumers from the base of the piramid represent. Read the data.
We are focused on the so called based of the piramid consumers. We want to offer great products, services and superior experience for the lowest price possible. Brazil is a perfect example of the great opportunity that the consumers from the base of the piramid represent. Read the data.
We are focused on the so called based of the piramid consumers. We want to offer great products, services and superior experience for the lowest price possible. Brazil is a perfect example of the great opportunity that the consumers from the base of the piramid represent. Read the data.
We are focused on the so called based of the piramid consumers. We want to offer great products, services and superior experience for the lowest price possible. Brazil is a perfect example of the great opportunity that the consumers from the base of the piramid represent. Read the data.
Let me tell you how we came about. We started from scratch, and all of us came from very humble backgrounds.
Take us four for example. Zica started working as a nanny at the age of nine, and took various diffent occupations such as a maid and worked in sales until she finally became a hairdresser at the age of 20, bringing out her talent. I was born and raised in the same humble environment as all the other parters. Started working at the age of teen doing deliveries and by fourteen was employed at Mc Donalds as an attendant. Rogerio is Zica ´s brother who started working at the age of 1 doing deliveries, and also worked at Mc Donald´s where we met. Jair, Zica ’s husband who used to be a mechanic for a tabaco company and later on became a cab driver.
Unsatisfied with her hair Zica started researching the curly hair structure and mixing products and raw materials in an attempt to create the solution for her hair problems. Without any knowledge of chemistry or professional assistance she came up with the break through formula after ten years of trial and error.
This formula which is known as the Super-Relaxing treatment , transforms the hair structure, turning a very tightly curled hair into smooth waves, well defined shinny curls with a lot of natural movement.
This formula which is known as the Super-Relaxing treatment , transforms the hair structure, turning a very tightly curled hair into smooth waves, well defined shinny curls with a lot of natural movement.
Knowing that our hair problem was a common issue among 70% of Brazilian women, we immediately saw the market potential and set out to establish our partnership. We scrapped up every last penny we had and opened our first salon.It was a tiny old place but since the very beginning we were always dedicated to deliver the best service in a family like atmosphere.
Through word of mouth the line-ups became longer and longer as the days went by,before we knew it we were working 16 hours a day without being able to handle the huge demand .We then decided to put our Mc Donald’s experience into play creating an innovative process in which each service is devided in different stages assigned to its specialist. That was a major breakthrough because hair salons normally have the paradigm that the hairdresser has to perform the whole service, creating a bond between himself and the costumer. When the hairdresser leaves, is common that the client goes after him. In our case, the client is served by different professionals in each stage, what creates a bond with the brand. It also alows us to have a much greater productivity, faster trainning and lower costs. That ´s why we can offer lower prices.
After some time we wanted to offer better products for the maintenance of the treatment. The problem was, there weren ´t any products focused on the curly hair needs. We contacted many factories, in order to create new products to offer our clients, but they were not interested. They told us the the production scale wasn´t enough. Told us that everybody was satisfied with their products the way they were.
That ´s why we decided to open Cor Brasil, our cosmetics factory. All the products are focused on the curly hair needs.
Hoje somos oito filiais mais estamos em grande expansão e com previsão de abertura de mais 02 novas filiais ainda este ano (Madureira e Ipanema). 40 mil cliente atendidos mensalmente, o que equivale a quase 800 pessoas atendidas por dia! 773 colaboradores - em média somos de 50 a 150 colaboradores por Instituto. O Beleza Natural se diferencia também pelo ambiente que oferece à sua clientela. Todos os seis salões da rede são amplos e com salas específicas para cada tipo de serviço (sala infantil, sala para manicura e pedicura, sala para corte e penteado e salas para cada uma das etapas do Super-Relaxante ).
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Video. People say that an image is worth a thousand words. So let me show you this video about Beleza Natural
Have you seen the look on their eyes? The energy? That ´s our secret formula. Not products or services. People. We are not an afro salon. Brazil has a lot of interatial marriages and our focus is on the hair type not the color of the skin.
What makes the difference is to practice what we preach! We try to practice our principles in every detail.
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Respeito e honestidade no trato com clientes internos e externos, preservando a transpar ência das relações e o atendimento encantador
These are some of the actions we practice for our clients. We take them to have lunch with us. Hear their ideas, suggestions. We surprise them with flowers, gifts... We have a promotion called Enchantment day, where we select some of them and offer them a complete make over (make up, hair treatment, manicure, etc), new clothes and take them to dinner. They love it!
The day they come to BN is like their gift to themselves. Sometimes is the only indulgence they allow themselves to have. More than a beauty treatment, they find a transformations in their self esteem. A place made for them. Smiles! A wellcome feeling everywhere they are. We decorate the salons with their pictures. Take them to dinner in fancy restaurants and pick them home in a limo (it´s very rare to see limos in Rio and for them is an unforgetable experience)
Hiring Process
Our magazine shows their photos. Their stories. Their lives.
We try to stay close to them virtually. Through our website, Orkut, you tube, etc... Just as an example, we created a contest in wich they had to send us a 15 sec video through you tube, telling us how BN changed their lives. The winner got a full year of free services.
Busca constante de inovaç ão e soluções confiáveis e eficazes, com alto padrão de qualidade. Compromisso com o resultado e veracidade de propósitos. Promoção da felicidade através da elevação da auto-estima.
We outsorce the majority of the production nowadays. Cor Brasil ´s main goal is to be a constant solution provider for our customers. We use their feedback and suggestions during the whole R&D process. Everything is aproved by them. From the concepts for new products and services, to packaging and the launching campaign. They create with us. We also have a partnership with federal universities to develop one of a kind breakthrough solutions for our clients.
Valorizaç ão e desenvolvimento profissional dos indivíduos. Trabalho em equipe com sinergia.
Hiring Process I really believe that the hiring process is key to good service. We can train the tecnique. It´s easy. But we can not teach anyone to love serving. To smile truly. In our hiring process we want to make sure the candidates share our values and passion for serving.
Enfim, gostaríamos de dividir com vocês aquela que é nossa visão: “Fazer as pessoas mais felizes promovendo beleza e auto-estima”.
Ustedes miraran o brilho no ojos das nossas colaboradoras e de nossas clientes? Saben lo que hace, isto acontecer? Viver nuestros valores.
E levar mais beleza ao mundo (Zica e Leila juntas)
