Gama spoke to Cris Arcangeli, Chief Executive Officer, Beauty’in.

Read this Industry Insight in the latest issue of Gama News.
What changes have you seen in the consumer goods sector in Brazil (and the wider Latin America region) in recent years, and how do you anticipate it will evolve further?
In recent years, the consumer goods sector in Brazil has undergone significant transformations, especially in the area of beauty and aesthetics. One of the most notable changes has been growing importance placed on sustainability and transparency in company practices. Consumers are increasingly aware of and demanding about ingredients and brands’ environmental impact. This is what inspires me to seek more sustainable solutions and to develop products that respect the health of people and the planet.
In addition, digitisation has changed the way brands communicate with their consumers. Social networks have become powerful tools for engagement and marketing, allowing companies to build communities around their products. I see this as an incredible opportunity to innovate and connect directly with the public.
As for the future, I believe the sector will continue to evolve towards greater customisation. Consumers are seeking out products that meet their specific needs, and technology can help with this, whether through artificial intelligence or other innovations. Brands that can adapt to these demands and offer unique experiences will have a great advantage.
In short, the consumer goods market in Brazil is becoming more conscious, digital and personalised, and I am excited to see how these trends will develop in the coming years!
What changes do you expect in functional food and drink in the coming years? Are any particular ingredients or product benefits becoming more important?
In the coming years, I expect to see a significant evolution in the functional food and beverage sector, especially as consumers become more aware of the importance of a healthy and balanced diet. The search for products that not only provide nourishment but also specific health benefits will continue to grow.
One of the ingredients that is becoming increasingly important is collagen – known not only for its benefits for the skin, but also for the joints and general health. The demand for products that promote beauty from the inside out is on the rise, and I believe that collagen will be a protagonist.
In addition, functionality is expanding to include ingredients that help improve mental health and emotional well-being, such as adaptogens and probiotics. People are increasingly looking for ways to deal with stress and anxiety, and products that offer support in this area will undoubteldy gain prominence.
Another trend I observe is personalisation. With the advancement of technology, it will be possible to develop foods and drinks that meet the specific nutritional needs of each individual. This will allow consumers to make more informed and healthy choices.
In summary, I see a promising future for functional foods and beverages, with an emphasis on ingredients that promote holistic health and personalisation. This is a space full of opportunities for innovation and to help people achieve a healthier lifestyle!
What advice would you give other brands seeking to gain a foothold in a competitive market?
For brands that are looking to stand out in a competitive market, my advice is: invest in innovation. Innovation is what really differentiates one company from another, and is essential in order to create products that not only meet the needs of consumers, but that also surprise and delight them.
In an environment where competition is fierce, many brands end up competing only on price, but this should not be the strategy. When you innovate, you add value to your product and build a unique identity for your brand. This allows you to create an emotional connection with consumers, who are willing to pay more for something that really makes a difference in their lives.
In addition, it is important to always be aware of market trends and changes in consumer needs. Listening to feedback and being willing to adapt quickly can be the point of difference that will lead your brand to success.
Innovating not only means developing new products, but also rethinking processes, packaging and even the customer experience. Every aspect of your brand can be an opportunity to innovate and stand out.
Therefore, my advice is: put innovation at the centre of your brand strategy. This will not only help you avoid the ‘price war’, but will also allow you to build a solid reputation and a loyal customer base that values what you have to offer. Remember, when you innovate, you are not just selling a product – you are offering a solution that improves people’s lives!
How are marketing strategies adapting to new technology and societal change?
Today, companies that are not ‘in the palm of the consumer’s hand’ are doomed to failure. We live in an era where accessibility and convenience are fundamental. Consumers expect to be able to connect with brands quickly and directly, and this is only possible through a strong and active digital presence.
Social networks are powerful tools that allow companies to publicise their brands and products effectively. They not only offer a platform to share content, but also enable interaction and engagement. Through social networks, brands can tell their story, display their values and create an emotional connection with the public. This is essential in a world where consumers are looking for authenticity and transparency.
In addition, the use of influencers has become an indispensable strategy. They already have a relationship of trust with their followers, and when they recommend a brand, this resonates much stronger than a traditional ad. Partnerships with influencers allow brands to reach new audiences and place themselves in relevant contexts, increasing visibility and credibility.
Although traditional marketing still exists and has its place, it is no longer as effective as before. People are increasingly immune to conventional ads and seek more personalised and authentic experiences. Digital marketing offers this opportunity, allowing brands to connect with consumers in a more meaningful and direct way.
In summary, to succeed in the current market, it is essential that brands adapt to this new reality. Investing in digital strategies, using social networks creatively and establishing partnerships with influencers are essential steps to stand out. The future is digital, and innovation is the key to winning the hearts of consumers. Brands that embrace this transformation will be ready to thrive in an increasingly dynamic and competitive environment!