Interview with Tania Kramm da Costa, Ostrich Cosmeticos (Mato Grosso)

Firstly, please could you tell us about your company and the products you offer?

The Ostrich Company has many branches including breeding ostriches. We sell the meat, the ostrich leather and the feathers. However, the two main areas we focus on here at Ostrich are our line of natural cosmetics made with ostrich oil and also our line of room fragrances, which don’t use ostrich oil.
We have more than 60 different cosmetic products for your feet, legs, hair, body etc. We also have a very popular range of products for men. All our products have been dermatologically tested and are as natural as possible. The main benefits of ostrich oil are the omega 3, 6 and 9 fatty acids which are proven to be really good for the skin.

Can you tell me more about the benefits of omega fatty acids?

Omega fatty acids are really good for smoothing or reducing scars and they are anti-inflammatory. People who suffer from dermatitis, psoriasis or other skin problems can really benefit from our products. They are also really good for people who suffer from allergies. Today so many people are allergic to certain chemical products however they can happily use our natural cosmetics knowing that they won’t have allergic reactions. Omega fatty acids can also help with muscular pain as they are anti-inflammatory.

Can you tell us a bit about the market at the moment, I assume the majority of cosmetic products aren’t natural, is that correct?

Yes that’s right. Our products fall under the umbrella of dermo-cosmetics, which means that apart from treating the skin they have extra health benefits. They can be compared to phyto-therapeutic products rather than normal cosmetic products.

What competition do you have? Are ostrich oil products common or are you in a niche market?

Here in Brazil there is one other company that sells ostrich oil products but more for oral use, so in tablet form rather than topical forms as we sell them. Outside of Brazil, there are a few small, artisanal producers but no industrial producers like us.

What do you think your company could bring to the international market? How do you differ to what is available on the international market at the moment?

To be able to produce these products here in Brazil we have to go through many assessment processes with the National Health Surveillance Agency and pass many inspections, which are not as necessary in Europe where people are still able to produce on a more manual, artisanal scale.
In terms of quality control on cosmetic products, the processes we have to go through and the high standards we have to achieve are much more rigid here in Brazil than they are in Europe.
Therefore, we are able to declare that all our products have gone through all these assessments and trials, and are proven to be of no harm to people. Other artisanal producers are not able to claim this and so this is one great advantage we have.

Is it the same in the USA as in Europe?

In the USA there is a bit more regulation than in Europe.

What are your strongest products, what would like to put forward onto the international market?

The products that are really strong at the moment are those made from oils from the Amazon. They are highly valued by foreigners, especially when they are produced in a sustainable manner. We have managed to make products that combine ostrich oils and Amazonian oils, increasing the value of these products. We are offering a different product for people who like to use exotic cosmetics from abroad that use natural oils.

Are you looking for distributors outside of Brazil? What type of company would you be interested in working with?

We look for contacts within the pharmacy or drugstore industry as well as companies and stores that sell natural products. Nowadays there are quite a lot of these stores in Europe and other countries. In fact there is a whole market of people who prefer to buy natural products, and who want to know exactly where the product has come from etc.

Is it easy to export? What are the difficulties?

There were a few bureaucratic processes initially but we have completed all of these and we are now exporting our products. We have all the certificates necessary etc.

Could you give us some examples of your exports or foreign sales?

At the moment we export to Germany, Austria, the USA and Saudi Arabia in small volumes, as we have been concentrating on the internal market. Now we want to expand and increase our exports in terms of our cosmetics products.

Let’s talk about the room fragrances. Do you sell to shops and also to companies?

Yes, we found a niche in the market for these products and it has allowed us to create a whole line of room fragrances. We now sell over 15 fragrances in different sizes which bring in a very good return. We have over 300 fragrances from which we then create an exclusive fragrance for the specific client. At the moment we have 80 clients here in Mato Grosso, in a variety of different areas, for example clinics, fashion stores and stationary shops. All of whom want to add value to their brand by creating a fragrance that is specific to them, so that anyone who walks into their shop will automatically associate the fragrance to their brand. It is a really interesting idea that is really growing here in Mato Grosso.

What is the feedback you have had from these companies and shops using your fragrances?

We have had really good feedback. We do a series of tests and research to find the right fragrances for each particular store, sector or company. Many companies have come to us and have chosen and created their own particular fragrance to use in their shops. They then sell our fragrance but with their brand name.

Is this a concept that is already in place in other countries, in Europe for example?

The concept of sensory marketing is well known and used abroad, more so than here. The idea is to involve all the senses when establishing and promoting a brand. Nowadays people are travelling, studying more and more, and so companies are recognising that they have to be innovative and creative to succeed.

What are the main challenges that the company has to face at the moment?

Here our main challenge is taxation. We have really high taxation in Mato Grosso in comparison with our competitors in other states. It means it is difficult for us to compete with other companies on the market.
The other challenge is logistics, we are in the middle of Brazil and sometimes time and cost can be big issues in terms of sending merchandise, whether it be to Manaus or Porto Alegre for example which are at opposite ends of the country.

In terms of getting your product known on the foreign market, what are the main challenges?

We have to increase the visibility of our brand, to become the most well-known brand available and increase our relationships with foreign companies.

Do you have any new products that you are going to be launched next year?

It takes at least 6 months between proposing a new product and launching the product on the market, because of all the tests that need to be carried out. We attend many trade shows and conferences to keep up to date with what is on the international market. This is a great way to get a sense of what is in demand and to get new ideas for new products. We already have a range for women and a range for men and now we are launching a range for children.

What are the areas that you expect to experience the most growth - the men’s range or the children’s range?

Both ranges have had very good growth. We have seen excellent sales with the children’s range because nowadays there are so many more children suffering from allergies, and so many people are looking for alternative cosmetic products for their children.

What are your future plans and goals for the future?

I would really like to export between 50 to 60% of our cosmetics production. In terms of room fragrances, I would really like to expand into other states. I would like to expand the service of sensory marketing fragrances to other states in Brazil.

To conclude, could you tell me what it’s like to be a businesswoman in Mato Grosso?

I think you have to be really hard working and you have to be persistent because you need to show that your product is as good as - if not better than –  other products from other countries. Here in Brazil people seem to have the idea that products from abroad are better than products made here. This is an obstacle that we have to get rid of but I think we are getting there; it’s definitely an interesting process.