Gilberto Leite | Estadão Mato Grosso
Gilberto Leite | Estadão Mato Grosso
Research on the Beauty sector carried out by Sebrae/MT (Support Service for Micro and Small Businesses of Mato Grosso) reveals that there was a 16% growth in the opening of new businesses in this segment between 2019 and 2023 in the state. Nationally, the beauty sector is home to just over 1 million small businesses, and in Mato Grosso there are around 21 thousand small businesses in the segment.
The Beauty sector research in Mato Grosso was carried out with the aim of identifying innovation and business opportunities, understanding the profile of entrepreneurs and consumers, to support the growth and decision-making of small businesses.
The data reveals that among the entrepreneurs interviewed, more than 82% are individual microentrepreneurs (MEI’s) and 18% are microentrepreneurs (ME). 73% are considered established businesses with more than three years of operation in the market. And 39% of those interviewed work alone in the enterprise in this sector.
With the increase in business in this market, Sebrae/MT Retail Manager, Leandro Gonçalves, highlights the importance of these entrepreneurs paying attention to new trends, innovations, positioning and strategies to ensure that their brands stand out amid fierce competition.
“In this increasingly competitive scenario, new professionals and new ventures emerge and it is extremely important that entrepreneurs always seek to pay attention to the latest trends in the sector, news and possibilities, as they not only shape consumer expectations, but also direct the market. Therefore, it is necessary to always keep up to date with new techniques, new products, constantly evolving”, emphasizes the manager.
Entrepreneur Elisa Lacal, who works in the beauty sector with facial harmonization procedures, highlights that a great difference for a professional is to always be up to date, invest in courses and training, to become increasingly professional in the area and serve the client in the best possible way. , especially those who work with a focus on health.
“There are many professionals who do not have sufficient qualifications or knowledge to carry out some procedures. With the great demand for beauty procedures, the market has become very open to all types of professionals. And this causes complications to increase, which is why it is essential that the professional is up to date and trained to resolve any complications”, says the professional who has been a dentist for 19 years, and has worked in facial aesthetics for six years.
Following this line in search of qualification as a competitive differentiator, the research indicates that the majority of respondents look for new trends and techniques (69%), and 65% invest in training and updating. While 36% monitor the market and competition and another 27% focus on providing good experiences for customers.
To deal with market difficulties, professionals look to social media for an ally to sell their products and services and also present results to customers. “Digital certainly adds to this entire process, it is important to highlight that entrepreneurs must be very proactive, innovative and always be looking for ways to improve their value proposition, their offers, their processes, to ensure that they do not they only follow these trends, but also lead these innovations in the market, both in physical and virtual stores”, said the Retail manager at Sebrae/MT.
The businesswoman in the beauty sector advises consumers and clients to always look for professionals who have knowledge, courses, studies and who convey confidence. “Do an assessment beforehand, see if the person gives you confidence, find out about their length of experience, their knowledge in the area, evaluate the ‘before and after’ cases, look for recommendations from those who have already carried out procedures with this professional, to ensure better results. The more information you have, the less chance there will be of a problem with you”, concludes Elisa.
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The survey was carried out with businesspeople and customers, conducted via telephone interviews, between January 24th and February 16th, 2024, throughout the state of Mato Grosso. 427 businesspeople in the sector and 447 users of beauty services were interviewed. For the survey, quantitative methodology was used, with a margin of error of 5% for 95% confidence.
According to the data, opening a business out of passion is the case for 48% of these entrepreneurs, 44% opened it out of a need to earn extra income and 41% did so to make a dream come true.
