One of the world’s largest perfumery and cosmetics markets, Brazil is highly competitive when it comes to glassmaking. Wheaton consolidated its leadership position in the country following the acquisition of Verescence Brasil in March 2018. Since then, the glassmaker has made major investments in its production technology and earmarked approximately $25m to boost its decoration capacity.
Given that the luxury perfumery market in Brazil is still in its incubation stage, Wheaton is positioning itself to gain share in the European luxury market, while retaining its focus on its local business. At the Luxe Pack Monaco show in 2019, the supplier showed it latest decoration techniques, which include photochromic coating and perfumed silkscreening. “Although we are one of the world’s largest glass manufacturers in the perfumery and cosmetics sector, our challenge for the coming years as a Brazilian company is to show the European market that we are able to offer more than traditional local glassmakers in France, Italy and Germany by delivering high performance, expertise, innovation, agility and service, not to mention quality, of course,” notes Wheaton Sales Director Renato Massara.
When it comes to sustainable production, Wheaton explains that its Eco Furnace—one of its four furnaces in Brazil—can operate with up to 20% PCR glass, while a furnace dedicated to amber glass can process up to 50% PCR glass.
In Brazil, Wheaton’s sales were up by approximately 8% in 2019. According to the company, Brazil is seeing a more favorable scenario due to economic growth and investment recovery in the country, due to which the glassmaker is forecasting a 10% increase in business for 2020.
Wheaton's core business is in fragrance and cosmetics, alongside its activities in the pharmaceutical, food and beverage sectors as well as tableware. And while Brazil’s beauty market is principally focused on mass, the luxury segment accounts for approximately 10%, of which Wheaton claims to control around 90%.