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Dailus Color raises the banner for diversity and invests in professional training

“Coloring people’s lives” regardless of color, gender or race is the makeup maker’s goal, which has just inaugurated a professional training institute in São Paulo.

When Dailus Color was founded in 2006, 25% of the Brazilian population over 16 years old was online – although half of those still relying on a dial-up internet connection – prompting Dailus to begin interactions through social media, more precisely through social network Orkut, which had just launched a new version in Portuguese.

Soraia Arraes, marketing manager at Dailus Color

Soraia Arraes, marketing manager at Dailus Color

Dailus is a company born in the digital era. Our customers are avant-garde. They are young women between the ages of 19 and 25 who are always aware of the current trends and we need to follow them daily,” says Soraia Arraes, marketing manager of Dailus Color.

The Brazilian makeup company is not only present in the digital world through their website and online store Bonita Club, but also highly active on social media channels. With more than 4.2 million followers on Facebook and 1.3 million on Instagram (slightly less than the Natura makeup page with 1.6 million followers), Dailus communicates directly with its audience. “Our customer is eager for news from the beauty market and we endeavor to make it available in real time,” says Arraes.

However, the brand’s online strategy goes above and beyond the product level. On Valentine’s Day (celebrated on June 12th in Brazil), the company expressed its mission alongside people representing both heterosexual and homosexual couples, claiming “there are many ways to love and Dailus supports them all”. A few days later, in honor of the date celebrating LBGT pride (June 28th), Dailus published a video in which young men were applying makeup to their faces and a message that said: “The Dailus mission is to bring color to your life, regardless of color, gender or race”. Arraes adds that “people need to love and respect each other more, so we raise the banner of equality and gender diversity.

Continuing with the mission of promoting diversity, the brand launched its new makeup range ‘Nude Cada um Tem o Seu’ (or ‘Nude Each to His Own’) in April. “We developed the message behind this line, with the understanding that every woman is unique and has her own beauty, including her own particular skin tone,” says Arraes.

Cassiana Gludwatz, marketing coordinator at Dailus Color

Cassiana Gludwatz, marketing coordinator at Dailus Color

With creamy lipstick, liquid lipstick, nail polish and eye shadow palettes in different shades of nude, the products range in price from R$ 6 to R$ 23 following a Dailus policy of product affordability. The production is outsourced and products are distributed throughout perfumeries, pharmacies and large retail chains across the country, such as Wal-Mart. “We are committed to making makeup products widely available to everyone,” says the company’s marketing coordinator, Cassiana Gludwatz.

With this goal in mind, a new strategy was born: the creation of a space dedicated to professional education. Recently opened in the city of São Paulo, the Dailus Institute offers technical training courses, workshops, talks and other events to address current trends in makeup, beauty and fashion and to reach various audiences, from experienced makeup artists to the end consumer. “Our goal is to share knowledge and information, increase our talented workforce and train professionals to be the best in the market,” says Gludwatz.

Until the end of the year, the institute will only serve employees of the brand, opening to the public in the first half of 2018. The programs and course fees have not yet been disclosed. Fernando Rossi, sales director and founder of Dailus Color, adds that the company “wants to transform and improve people’s lives through makeup.

Renata Martins

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