Dubbed Casa do Consumidor (House of the Consumer) the new area is designed to recreate the real situations in which consumer products are used. It includes: blind test rooms, a beauty salon, shower cabins, a bathroom with a camera and even a miniature railway, where a locomotive runs to measure the a perfume’s sillage.
“In order to better develop our perfumes and aromas, we seek to listen to the consumer from the start of the development process, our aim is to be able to deliver products that meet the needs and expectations of our customers. By testing the creations with the final consumer at each stage, we can be more precise in our proposals,” explains Alexandra Frenkiel, Head of Market Research and Consumer Insights at Mane.
The company already has testing facilities in many countries, but the majority only hosts the company’s teams. However, Mane’s premises in New Jersey, United States, are the only ones to feature a space intended to host consumers, as the one recently created in Brazil.
According to Alexandra Frenkiel, Mane’s goal is to respond more quickly and precisely to the demands of its customers, helping them to launch on the market products that will meet consumer expectations.
Expansion plans
Present in around forty countries, Mane sees in Brazil a “significant and priority growth potential for the group”. Perfumery represents 60% of the company’s turnover in the country, compared to 35% worldwide.
Mane, whose industrial headquarters are in Rio de Janeiro, also plans to open a new factory in Brazil. The kickstart of the works, initially planned for 2016, has however been postponed, “given the macroeconomic context”. However, a new study should be launched soon for the construction of a manufacturing unit in the municipality of Jundiaí, in the state of São Paulo. “With the aim to put it into service in the first quarter of 2024”, indicates Alexandra Frenkiel.
