Partnerships with experts + R$ 15 million: that’s the formula

Posted by sophiamind on 07/07/2010 at 18:20

Category: News | Tags: , , , , , ,

A new survey carried out by the brand Seda in 150 beauty salons of São Paulo resulted in the approval of its new formula by nine out of ten of the beauty professionals surveyed. With this, the brand will go to the next stage of its repositioning process, which started in September of 2009, with the distribution of over 8 million free samples divided among three channels: magazines, the brand’s website (www.seda.com.br) and over 25 thousand beauty salons all across Brazil.

The action will receive an investment of R$ 15 million with the goal of bringing in new consumers, beyond the 4 million new consumers who used Seda products in the previous year.

The brand is a pioneer on long-term partnerships, sealed with seven of the major and well known professionals of different areas in the beauty and fashion business.

As shown by the results of the survey carried out by Sophia Mind, Beauty Product Consumption, the second reason stated by the majority of women is being unhappy with their hair. However, these products rank first in the list of most used products.

The survey also highlights quality perception as being a product’s main feature, something which women will not give up. Despite the fact that the Internet plays an important role in the search for information on products, and that recommendations by girlfriends also influence purchase decisions, 87% of women feel that recommendations by beauty professionals are the most important ones.

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