It’s no use just going to the media, you have to fulfill the promise made
Minancora boasts a presence in the group of centuries-old brands that preserve memories among Brazilians even today. Founded in the city of Joinville (SC) in 1915, the company is led by the president-manager Lourdes Maria Duarte, great-granddaughter of the company’s founder, Eduardo Gonalves. The Portuguese pharmacist walked the path of building the brand even before the consecration of precepts understood as marketing.
He chose the orange color to differentiate the product at the point of sale and invested in advertisements that showed people satisfied with the results offered by the ointment. It’s no use just going to the media, you have to keep the promise made, points out Lourdes Maria. Access and cost-effectiveness were other components of the brand’s success. My great-grandfather created a product for the grassroots population, she recalls.
From ointment, the Minancora family incorporated lines of anti-acne cream, foot products and anti-aging gel, as well as bar and liquid soaps. The advance also focuses on a new front of action, which introduces the business to the collaborative economy.
The company opened a factory aimed at suppliers interested in developing cosmetics based on rules and quality standards already certified by the company. We open the doors to other companies in Brazil that want to take advantage of our equipment, materials and knowledge. They can be partners that work with pharmacies or those that don’t have a place for production, and even supermarkets, informs Lourdes Maria.
Minancora now has an ointment production plant and two cosmetics industrial complexes. The company is preparing a new product, whose studies are still in progress. As far as I know, there is nothing similar in the Brazilian market, he anticipates.
Read the full story in the July 24 print edition.