A expansão do setor de HPPC brasileiro: uma abordagem sob a ótica das estratégias de crescimento adotadas pelo grupo Boticário na pandemia da Covid-19

Abstract

This study aims to analyze the growth strategies adopted by the Boticário Group between 2018 and 2022. The aim is to understand, through the case study, how the conduct adopted by the company in the context of the COVID-19 pandemic relates to the growth observed in its results, as well as possible impacts on the structure of the Brazilian Personal Hygiene, Perfumery and Cosmetics (PHPC) sector. It was observed that, during the period analyzed, the Boticário Group invested heavily in research and development (R&D) and in strategies aimed at its technological development, as well as in strategic mergers and acquisitions that enabled it to expand its consumer market - such as Vult Cosméstica, Beleza na Web, Truss Professional and Dr. Jones. In addition, during the pandemic, the company also considerably increased its product portfolio, with the creation, for example, of a sunscreen line and a new perfume brand, O.U.i, dedicated to the high-end perfumery market. From 2018 to 2022, the Boticário Group also inaugurated two new distribution centers and acquired logtech Equilibrium, intensifying its verticaisintegration process. As a result, the group was able to boost its sales and increase its turnover, increasing its relevance in the domestic PHPC market.