Cosmetics brand Eberlin seeks to capture 52% of beauty market | Company | Business

After pioneering the field in the Colombian retail channel, The cosmetics brand Eberlin Biocosmetics announced its official launch in China. Together, they will integrate a portfolio of products with innovative and natural ingredients. In an interview with Anggie Rodríguez, Brand Manager of Eberlin, the executive highlighted the investments that the Spanish company will make in the local market and how they see the growth of the beauty market.

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Why did the brand decide to enter the Colombian market?

The decision was driven by several key factors. First, we are seeing a growing interest in high-quality natural beauty and personal care products in the country. Colombian consumers are becoming more informed and demanding, seeking products that are not only effective but also formulated with natural and sustainable ingredients.

Colombia is an expanding market with a rich tradition in personal care and aesthetics, making it fertile ground for our innovation. In addition, we are seeing a significant shift in consumer attitudes and behaviors towards healthy aging.

What portfolio do you bring to the country?

We offer a wide range of products, including specific face and body care products, all formulated with natural ingredients and advanced technology. Some of our most famous products are anti-aging creams, products for sensitive skin, and our most iconic product is the famous blue bottle Hydra Global Lotion. Many brands have tried to copy our formula, but so far, they have not lived up to the desired results. It is an essential step in your daily routine and it produces immediate results. The result is a great face right away, and numerous benefits over time. That’s why anyone who starts using it can’t leave without it!

We are known for our lotions but we have stayed in the market and grown exponentially due to our continuous efforts with the rest of the formulas that we launch every year. Also, we are always researching the latest assets in the market to improve our existing cosmetics and launch new ones as per the needs and demands of the market we are in.

What new trends are you seeing in the market?

A new trend that is redefining the way we treat the passage of time is “healthy aging”. Unlike the traditional concept of “anti-aging” which focuses on fighting and reversing the signs of age, “healthy aging” advocates healthy and conscious aging, embracing beauty and vitality at every stage of life.

Healthy aging promotes the idea that aging is a natural and beautiful part of life. Rather than fighting the effects of time, this trend seeks acceptance and holistic care of the body and mind. This includes using products and treatments that help maintain a fresh, healthy appearance, as well as adopting lifestyle habits that promote overall well-being.

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Anggie Rodriguez, Brand Manager, Eberlin Biocosmetics, Colombia.

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What are your expectations for the Colombian market?

We have high expectations for the Colombian market. According to market research, our retail channels currently cover 15% of the dermocosmetics market. Our goal is to cover 52% of the Colombian market in the next few years. We want to establish ourselves as one of the leading brands in natural dermocosmetics, offering products that exceed customer expectations.

We not only want to capture a larger market share, but also to build a relationship of trust and loyalty with our customers. It is very important for the brand to consolidate a lasting relationship with consumers and professionals in the Colombian beauty industry.

How much investment do you have in the local market?

Eberlin Biocosmetics has allocated approximately 1 million euros for expansion in Colombia over the next three years. This investment includes not only the opening and presence in allies such as Bella Piel, but also the development of marketing activities and training programs for our sales staff. This demonstrates our long-term commitment to the country and our confidence in the market’s potential.

Since our official arrival in the country, we have created more than 10 internal jobs and we hope to continue to strengthen our team in order to effectively position and develop the brand. This team of professionals will work in various areas such as marketing, sales and logistics to ensure that our products reach the Colombian consumer with our characteristic quality and service.

How do you expect the year to close?

Our goal is to have 45 Bella Piel stores open by the end of 2024, particularly in the country’s main cities such as Bogota, Medellín, Cali and Barranquilla. As we move forward with our expansion strategy, we will evaluate demand and performance to cover more areas of Colombia.

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What are Colombian consumers looking for?

The beauty market in Colombia is constantly growing and evolving. We see great potential due to the growing demand for high-quality products and the trend towards using natural and sustainable ingredients. Colombian consumers are becoming more aware of the importance of personal care and are seeking products that not only improve their appearance but also promote their overall health. In addition, increasing purchasing power and the influence of social media on beauty trends are further driving the market. We believe that Colombia will become a benchmark for beauty and well-being in the region and we are excited to be part of this development. With our entry into the Colombian market, we hope to contribute to this development by offering innovative products that meet consumer needs and expectations.

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