Truss Professional, the largest manufacturer of professional hair products. The brand manufactures in São Paulo everything it sells in 30 countries. In this framework, Uruguay became a key gear so that its importer in Argentina can receive product.
His arrival in Argentina is specified through the importer PureBeauty, that is dedicated to the sale of articles of the beauty segment and will be in charge of its commercialization also in Uruguay.
Truss manufactures in three plants located on the outskirts of Saint Paul the entire production, which it sells in the 30 countries in which it operates. In the market, it aims to position itself among L’Oreal Professional and the brand more premium of the category, Kerastase.
With this objective, Pure Beauty will disburse US$500,000 until the end of the year to deliver 2,500 units per month to Argentina.
However, the limitations on imports in the neighboring country generated uncertainty in the execution of the plan that it was devised in a context of fewer obstacles.
Bearing in mind that imports of associated goods must be financed, at least, for a term of 180 calendar days counting from the registration of the customs entry in Argentina, Pure Beauty will be supported by the capital of its Uruguayan subsidiary.
This way, the company will try to secure the quota by outsourcing the mechanism through this company, that it will buy the merchandise from Truss and then sell it to the Argentine division. Meanwhile, the money will be returned by Pure Beauty Argentina to its neighboring colleague within 180 days.
“These products are automatically licensed. But the drawback has to do with financial capacity. It will be the Uruguayan company that finances the payment to the supplier”, explained Carlos Bertín, owner of the importer.
In uruguay -a smaller market but with growth potential, with an annual turnover of US$ 300,000– they hope to raise $30,000 by the end of the year. “We are waiting for how the situation will evolve. We will adjust the projections based on the merchandise that we can import. The idea is to reach a wide coverage, but providing a real response,” said Sbruzzi.
70% of the portfolio is aimed at hairdressers and 30% is aimed at home consumption.
Despite the pandemic, the brand managed to grow by 50%. “We established ourselves in the domestic segment. There were countries where the restrictions were less rigid. When the salons reopened, we sold everything we hadn’t been able to place for months.“, described the director of international sales of the firm, Lucas Pontes.
In Brazil, Trust has 200 distributors and more than 1,000 sellers. In the U.S, its second most important market and the first country to which it expanded, has 14 distributors in 25 of the 50 states. “We reached 70% of the population, with a sales volume of US$250 million“said the manager.
The brand is characterized by being sustainable. It uses natural water in its products, unlike the competition that uses chlorinated water. What’s more, during the manufacturing process natural light is used instead of artificial. All printing paper is recycled as is its packaging, which is reusable. The products have seal ecofriendy and cruelty-free, that is, they are not tested on animals and are made with natural and organic ingredients.
With information from El Cronista-Ripe
