BRAZIL. Brasif has expanded its perfumery business with a new flagship Arome store in downtown São Paulo operated by domestic arm Brasif Shopping, and another major opening in Miami airport by Brasif Duty Free.
The first Arome perfume bar opened in the cult São Paulo beauty complex Daslu on 17 December. The innovative concept, inspired by L’ Ofattorio in Turin, Italy, was created by the architect Denise Barreto and is designed to offer 300 fragrances from the most traditional to the latest launches in a sophisticated testing environment. Rare perfumes are also featured, such as Eau d’ Hadrien by Annick Goutal and exclusive flasks from the French National School of Decorative Arts.
Shoppers are coached to find the ideal fragrance for each kind of person: for example floral for the romantic, chypre for the independent and oriental for the seductress. The objective is for Arome to become the anchor store in the perfumery segment for Brasif.
In Miami International Airport’s central terminal area concession overhaul Brasif won a bid for two duty paid stores last year, in an area which is separate from the master concession contract won by Westfield in a disputed tender (The Moodie Report, 29 September 2003). Brasif Duty Free, with DBE partner Bright Additions, has this month opened its new 865sq ft (80sq m) Aroma and Co store and a 850sq ft (79sq m) leathergoods store. Aroma and Co, located in the central terminal close to Varig departures, sells hand-made soaps, aroma-therapy products and niche brands such as Yardley, Crabtree & Evelyn and Botanica of Brazil.
Meanwhile Brasif Shopping has been growing the domestic business of the Estée Lauder brand MAC Cosmetics, which already has six shops in Brazil. They are located in Galeria Forum Ipanema in Rio and in São Paulo at Daslu, the Shopping Iguatemi mall – which opened in November 2002 – duty free in Guarulhos departures T1 and T2. The latest addition at Morumbi Shopping in São Paulo opened last month.
