Vult’s expectation is to double in size by the end of this year, investing in increasing points of sale and in the social project 220 Vults
When it was purchased by Grupo Boticário, in 2018, with growth of 31% in the last year and registering R$ 23.6 billion in sales, Vult outlined a strategic plan that continues to rise in 2023. Until the end of this year, the brand predicts an accelerated expansion in the country, projected to double in size, and a considerable increase in the number of points of sale in all channels.
According to Alessandra Mattos Sekeff, the brand’s B2B vice-president, the strategy for expanding points of sale is aimed at reaching all parts of Brazil.
“Vult is a Brazilian brand, made for Brazilian women, and nothing fairer than being available throughout Brazil, taking quality cosmetics at an affordable price from North to South. We deliver high-performance products at a competitive price to our distributors, which are successful at points of sale. The consumer who buys for the first time always comes back to buy again. Of that, we have a lot of security, ”she explains.
Project 220 Vults
Five years after the acquisition, Vult owns progress with many achievements. The highlight is the social project 220 Vults, which since its inception has trained more than a thousand makeup artists and manicurists to reach the largest reality show of the country, and continues to grow.
The beauty brand recently announced the goal of training 19,000 professionals by 2024, which was set out together with Empreendedoras da Beleza, a project by Grupo Boticário that has already trained more than 11,000 women throughout Brazil, and in its 4th edition , will offer new courses, such as personal development, entrepreneurship and optional technical. Those interested will also have the option of professionalizing nails (“Incredible Nails”), Makeup (“Successful makeup artist”), Nail Extensions (“BA-BÁ do stretching”), Sales (“Millions seller”) and Personal Development (“I’m in charge”). Since its launch, more than a thousand professionals have been trained, with an increase of around 45% in the income of the beneficiary families.
Grupo Boticário’s proposal, in partnership with Vult, is to ensure that women from all over Brazil can enroll, participate and receive a certification. Professional makeup, manicure, pedicure and nail extension classes with specialist Negra Ba will also be recorded and made available on the website, in module format. Registration for this year’s classes is now open, and you can register by clicking here.
In addition to training, Vult also seeks to plug the talents of 220 Vults into initiatives of marketingas shootings, campaigns and actions with great artists and celebrities. Recently, three makeup artists from the project had the opportunity to do makeup for singer Ivete Sangalo, who was invited by the brand to sing the campaign jingle, “Salão da Dona Vult”. Beauty professional Natali Araújo Silva talks about the experience and the invitation.
“It was a mix of feelings, joy and nervousness. Yes, we are talking about Ivete Sangalo, our Brazilian queen! It was a unique experience, which will make a lot of difference in my professional life. Just gratitude to Vult. I have no words to thank you for allowing me to take such a big step. The brand, in addition to bringing a profession to several women in the 220 Vults project, really believes in our potential and drives us forward. She really makes it happen,” she says.
In 2023, 220 Vults will also have a partnership with influencer agency Digital Favela, which aims to give visibility to peripheral content creators.
Line Real Color
Beauty brand with a young and popular positioning, born in Mogi das Cruzes (SP), Vult also promoted one of the festivals reality show Big Brother Brasilwhere it presented the make-up line with proprietary technology Real Colorwhich ensures high-performance pigmentation for different skin types and tones.
With the concept “real colors for real skin”, the brand has developed a line of makeup that adapts to different skin tones without changing the shade of the product. The theme of the party on the TV show was the brand’s new project, Salão da Dona Vult, which reinforces the positioning of pride through beauty.
Partnership with Academicians of Salgueiro
Last year, Vult signed a sponsorship contract with the Acadêmicos do Salgueiro samba school, which resulted in a partnership that has already completed two carnivals. With Salgueiro, Vult did much more than sign the beauty of the school members in the parades. The brand was present in the community’s daily life with 220 Vults and trained 120 makeup artists and manicurists within the community.
Among other important movements that the brand has been carrying out since last year, is the new positioning of Vult, which came with a new visual identity, new logo and a repacking of its main products. About the new positioning, Marcela De Masi, executive director of Branding and Communication of Grupo Boticário, comments that the brand wants to be a reference for Brazilian women, its main audience.
“We believe that providing possibilities and giving voice to women and projects that inspire and inhibit prejudice is the best way to open paths and occupy spaces. Vult wants more and more women to be proud of their origins through beauty. Vult is a brand that is proud of women’s achievements and knows that these achievements are the result of daily struggles. It is a personal ascension that is also collective. So, we want to increasingly strengthen and highlight the careers and projects of these women, being a brand that drives their dreams. When we talk about pride and courage, it is about encouraging them to go further and further, ”she concludes.
It is possible to follow all the news and opportunities of the 220 Vults project through the brand’s Instagram.
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