The secret to boosting your company’s revenue lies in advance planning for the upcoming year. This is because holidays such as Mother’s Day, Black Friday, and Christmas represent valuable opportunities to increase sales, both in physical and digital environments. And in a 2025 marked by many extended holidays, shopping malls and e-commerce businesses emerge as essential alternatives to ensure profitability. Especially since in 2023, e-commerce in Brazil moved R$ 196.1 billion according to the National Electronic Commerce Observatory, part of the Ministry of Development, Industry, Trade, and Services (MDIC), while shopping centers reached R$ 194.7 billion as reported by Abrasce (Brazilian Shopping Centers Association). The sector has been on a growth trajectory since 2016, remaining a solid and promising option.
“Planning ahead allows for the best alignment between organization and execution. In addition, developing relevant campaigns and emotional connection, and aligning them across all sales channels, whether physical or digital, is essential for promising results. Here we follow a schedule planned months in advance, expecting a 10% increase during Carnival, the first festive and highly profitable moment of 2025, where people seek makeup for their costumes and skin care due to sun exposure,” explains Cândido Espinheira, CEO of Yes! Cosmetics, a vegan cosmetics chain.
A well-planned calendar should include continuous investment in training to ensure that operations can deliver the best experience to each customer according to their profile and needs.
“At Yes! Cosmetics, the preparation strategy begins at least six months in advance. We plan novelties focusing on launches and reformulating part of the portfolio, always aiming to improve the quality of formulas and packaging of items. As a result, throughout 2024, we had over 30 strategically planned releases in the months of April, May, June, July, September, November, and December. The announcements for each new product are made 10 to 15 days before the official date to create anticipation, engage the audience, and prepare the sales channels,” says Espinheira.
Keeping an eye on trends
Looking ahead to the next year, the demand for sustainable and quality products is expected to remain one of the top priorities for consumers. The market for natural and vegan cosmetics continues to grow rapidly, with forecasts to exceed $21 billion by 2027, according to MarketGlass. “This sector requires increasingly innovation-focused strategies, as well as a deep connection with consumers’ desires and values, who seek not only efficacy but also environmental and social responsibility in the brands they choose,” comments the entrepreneur.
