The secret to boosting your company's revenue lies in early planning for the new year ahead. This is because holidays such as Mother's Day, Black Friday, and Christmas represent valuable opportunities to boost sales, both in physical stores and online. And in 2025, which will be marked by many long holidays, shopping mall stores and e-commerce sites establish themselves as essential alternatives to ensure profitability. Because in 2023, e-commerce in Brazil generated R$ 196.1 billion according to the National Electronic Commerce Observatory of the Ministry of Development, Industry, Commerce and Services (MDIC), while shopping centers reached R$ 194.7 billion, as disclosed by Abrasce (Brazilian Shopping Centers Association).The sector has been on a growth trajectory since 2016, remaining a solid and promising option.
Planning in advance allows for the best alignment between organization and execution. Additionally, developing relevant campaigns and emotional connections, 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, and with this, we expect a 10% increase during Carnival, the first festive and highly profitable moment of 2025, when people seek makeup for their costumes and skin care due to sun exposure, explains Cândido Espinheira, CEO of Yes! Cosmetics, vegan cosmetics network.
A planned calendar should include ongoing 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 new products focusing on launches and reformulation of part of the portfolio, always aiming to improve the quality of formulas and packaging. As a result, throughout 2024, we had more than 30 strategically planned launches in April, May, June, July, September, November, and December. The announcements of 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
For the next year, the demand for sustainable and quality products is expected to remain one of consumers' main priorities. The natural and vegan cosmetics market continues to grow rapidly, with projections to surpass $21 billion by 2027, according to MarketGlass. "This sector requires increasingly focused innovation strategies, as well as a deep connection with consumers' desires and values, who seek not only effectiveness but also environmental and social responsibility in the brands they choose," comments the businessman.
