The make-up line of is developed through several stages, from creation to release.

The project starts in a quite broad fashion. Our team travels to large fashion and trend leading cities in the world, such as: Paris, New York, Milan and London. In those capitals we seek inspiration, knowledge and updating.

This way, we enter into contact with what is most innovative in the make-up universe, taking into consideration fashion, lifestyle and market trends.

We always seek to develop products in line with the needs and desires of women.

The result of this research is taken into our creation laboratories.

The development of the product starts with the Release Committee, through the Innovative Funnel.

The process starts with a "Brainstorm", which is a stage where ideas are brought up. These ideas come up from market research at consumers, web requests, international trends (which we contact in our travels), international magazines, such as: Allure, VOGUE, ELLE, Glamour and fashion sites, such as: "www.style.com".

After this stage, the selection of idea takes place, and they are analyzed regarding the following attributes: sales potential, innovation, consumers need and acceptance. In case the idea is approved, the development stage begins.

In this stage, we really start giving life to the new release. We start the search for the best high-technology raw materials and pigments in multinational and national companies accepted by strict norms such as the USA, England, France and Japan. The product's texture, feeling and applicability are rigorously analyzed according to standards.

Once this stage is concluded, the product is clinically tested in laboratories registered in the Sanitary Vigilance National Agency (ANVISA - Agência Nacional de Vigilância Sanitária) of the Ministry of Health. These laboratories will then confirm the appeals we propose in the product, such as hydration, sun protection factor and others. Therefore, when we write "ophthalmologically tested" on the label, this means that the product was submitted to medical analysis and proven that its formulation does minimize irritant risks.

The line packing is in constant innovation, always seeking to offer women practicality, design and sophistication.

The product acceptance survey is carried out by the Marketing Intelligence Marketing.

What do we research?

First of all, a concept test is carried out, where we assess the product concept.
The concept is presented before the development, so that we can make all necessary adjustments and manage to obtain a well-accepted product, able to satisfy the consumer's needs.

We present a product, its benefits, packing and the woman participating in the test evaluates the idea as a whole. This being approved, we move forwards to the development stage.

This is an essential stage, where we do have a real participation of the consumers.

- At the prerelease:
Evaluation of the idea, formula, packing etc..
A product is only released if it gets 80% of approval in the tests.

- After-release:
Evaluation of the marketing mix (product, packing) after the product is used and the market performance is assessed.

We always seek to develop products in line with the needs and desires of women.
Following the final approval, the product goes to the most important of all stages: it starts being part of women's life.