When reviving the sleeping brand, developing beyond ypê cleaning without losing the stability of vision
A. YpêTraditional Brazilian home cleaning products manufacturer, Tuesday, 6, announces the brand’s re -unch start Bathing bathThe motion that consolidates its expansion strategy in the section of Personal care.
In a test interview, the company’s president Waldir Beira JanearExplained:
“We have identified the brand and do some market research to find out what consumers’ opinion from the bath from the Bath brand and we have found a very positive state.”
According to the executive, the Users selected the brand for being considered as “light, effective, relaxed and comprehensive”.
Company, which Em 2025 Complete 75 years oldIn this way the personal care will intensify its performance in the market.
Step -by -step strategic stage
There is a personal care category Portfolio From YPê about 10 years ago, but won Great vision Since 2023, it is, along with preference, a A business unit.
In this sense, the company has paved the way An important step in 2020 in 2020Soap manufacturer Itzuba (MG).
“With this acquisition, We internalize the product. Every soap is made in our product ranks today, ”said Bira Jonier.
The movement was confirmed that it was agreed in 2023 Ypê floral soaps Reached an important milestone in reaching Top 3 is not ranking According to the data in the year of the year Nielsen.
A. Acquisition The line of Personal hygiene From the next year to the bath, Em 2024. A brand created by multinational Johnson & Johnson In the 80s Brazilian seized in 2021 To each other.
The brand is now on the start of re -unch, which increases the range of products and expands the focus to the skin hydration department.
The leader in cleaning the products, YPê bets loudly in personal care when bathing for a bath. (Ypê/exposure)
“We are starting today, Moisturizers and innovations in liquid soapsFrom the work that contains the involvement of Dermal professionals And most attention is highlighting the values that always guide the development of each product ”highlights the executive, more news is coming:
“By the end of this year to further strengthen our presence in this market, we have a strong pipeline of innovations”
END -T -END INVESTIONS
Investing in YPê C to contribute to growthProductive apacity and marketing. About two years ago, it opened Fabric Complex in Itapisuma (PE)com R R $ 300 million initial contributionProduces approximately 400 jobs.
“Our goal is to strengthen the presence of YPê in the northeast, strategic for Brazil’s growth,“The company president at the time said.
Currently, the company is Seven Fabris Complex Distribution In five Brazilian states And a 7,300 employees.
In recent months, the reinforcement executive team also came, Recently with the promotion of Marsela Mariano The Chief Marketing Officer (CMO)After a year and a half after acting Commercial Director.
Com Experience In organizations like Unilever, BRF and PepsiCo, she needs to be ledXpension of the brand In this new square.
The company does not reveal NumbersAsked about The planned value For the promotion of the experiment, Beira Jonier pointed out it In the budget “average increase in investment in marketing ranges from 10% to 15% for homecare and personal careFollowing the company’s growth ”.
A good market
The time of movement is not more appropriate. The second Euromonitor dataThe personal care department has moved Between 2020 and 2022 in Brazil $ 39 billionWith growth 27.2% is not long.
In a wide analysis, the The welfare market As a whole, in which there is also BeautyReached $ 96 billion in Brazil During the same period, almost equal to 500 billion Riyas in the current price.
These numbers keep the country 12th in the Welfare Sector World Ranking And a leader of the 46 Latin countries analyzed in the survey of the world organization, Global Wellness Institute.
“We have the idea of being in the main categories of personal care in the next five years. We want to be a relevant player in the personal care market,” Projects Junior Beera.
Calculate in favor of ambition, brand’s already unified existence – dragged Cleans the product range – 95% of Brazilian homes With at least one product.
Sustainability as competitive differential
A. Expansion Keeps a lot of tight from YPê to new sections Historical commitment Of the company.
“I always take the opportunity to remember that the brand name represents IPê tree My father (the founder of the company) liked it and customized it, put Y was placed, ”told Bira Janear.
However S stabilityLove basically based on the September Journey, in 2023, the company launched a more strong front Effect and new businessesExpanding this way, the Social -moon programs.
In the good examples highlighted YPê Sustainability ReportIs it Share with Casa Doss Ventos for Self -Product Wind EnergyWith investments in order R $ 250 million.
Another project, the Planting Life, offers 25 thousand seedlings to focus on restoration of 16 hectares of permanent care areas (apps) Near Protection (Brand Hometown), Sao Paulo’s inside.
Growth expectations
Ypê did not open the specific numbers Segment billingThe President confirms it “The result of cleaning products is still much greater than other businesses”.
However, the hope is Department of Personal Care Earn significant partnership in the coming years.
“In consolidation of our vision cleaning leadership in the next five years, we have already recognized and expanded our presence in personal care,” said Bira Jonier.
With a bath with a bath, Ypê shows now that it enters personal care and seeks to form Competition set To conquer it Mercado.
