From Brazil, with love

Cadiveau Professional, in association with their Indian partner SSIZ International, hosted an education-focussed international conclave in Mumbai to give Indian hairdressers an opportunity to learn global trends. Their Global CEO Anteo Pontoni and International Educator Marcos Mendes Vianna were the guests of honour. In an exclusive interview with Professional Beauty x Hairdressers Journal, they talk about hair education and the passion for hairdressing that keeps Cadiveau Professional going strong.

The International Conclave by Cadiveau Professional was organised by SSIZ International, headed by its Director Rayed Merchant. The event was attended by top names from the Indian hairdressing fraternity such as Savio John Pereira, Elton John Vasseokar among others. The event showcased Cadiveau products and look and learn sessions by both Indian artists and the brand’s global educator.

IN CONVERSATION WITH MARCOS, GLOBAL EDUCATOR, CADIVEAU PROFESSIONAL…

What is the agenda for your visit to India this time?

The idea is to help hair professionals here understand the process better. For instance, there are a lot of straightening products in the Indian market but hairdressers say they prefer one over the other. So, with our training and seminars we educate the hairdressers to understand our products and ingredients better.

You are from brazil and there is a lot of difference between brazilian hair and Indian hair. do your products work the same on these hair types?

Brazilian hair and products can be used everywhere because Brazil has all kinds of hair. So, at Cadiveau, the products are developed for all kinds of hair. People look for national brands because they understand the necessity of local hair.

What is your experience with Indian hairdressers?

I like Indian hairdressers because I can see that they want to learn more. When I go to big salons, they look at me to know how the product works. Sometimes in Brazil I get this experience that people don’t want to learn. Here it’s totally different. The hairdressers here are more interested in education.

How good are the products for the bridal season?

Like Indians, women in Brazil, too, prefer long hair. In this case, products are prepared for Indian hair, too. People prefer sulphate-free shampoos because regular shampoos remove the effect of straightening. But there are good and bad versions of sulphate-free shampoos. It is important to understand the composition of the shampoo, look for the correct ingredients, for instance, oil to protect the hair shaft. Ingredients are most important for hair care.

IN CONVERSATION WITH ANTEO PONTONI, GLOBAL CEO, CADIVEAU PROFESSIONAL…

How has the journey of cadiveau Professional been so far?

As the CEO, I have been part of the company since its inception. My wife Claudia (Claudia Alcantara, Founder, Cadiveau Professional) started this brand and it is a family business. This is one of the reasons why I’m so passionate about it. I look after all the details and work in the company - numbers, production, admin work in general. Claudia takes care of marketing, education and development of new products. It’s difficult when you are both an executive in the company and also the owner. I find this challenging but I try to do my best.

When you started, what was your vision?

The founder of the company is Claudia and I was not directly involved in the company for five years. I’m actually Italian. I was doing my own business in Brazil with an Italian company. But I was married to Claudia and she is Brazilian. The company was founded in 2007 from scratch. Claudia is an entrepreneur. She is a powerful woman. If she wants something, she gets it. We are very well organised and structured. My experiences in big corporations have brought this to the company. So, I think from the start there was a desire to become a famous brand not only in Brazil but also abroad. Brazil is the fourth largest country in the world for cosmetics and second in hair care. Brazilian companies are not used to exporting because the local market is big. Exports bring problems. Dealing with export means understanding new cultures, adapting to new situations and typically Brazilian companies are not willing to do that. But Italians have a thing about growth. I brought this to the company when I joined in 2010. The idea to go beyond Brazilian borders was there from the start. Claudia already had the idea in 2009 when no other Brazilian company had started exports. Now a lot of companies are doing it but we are the No 1 Brazilian company exporting hair products abroad.

How is the experience distributing the products in India and working with hairdressers here?

I love this country! I came here for the first time in 1995. I love the people, they are kind and welcoming, and very good to do business with. India has always been a target for us. In 2009, we couldn’t find a right partner for india. When we met Rayed Merchant of SSIZ International. He was a good match right from the start. We only started in 2017 because we were waiting for the right partner. India’s custom policies have changed and brands now have better access to the Indian market.

Do you have any plans to start manufacturing in local countries?

Not in the works right now but if volumes increase, I think this is possible. Volumes are not justifying such a big step right now. India has the potential to become the first market for us. Besides the fact that the product is made in Brazil is a strong point. The right thing to do is to become more popular.

Can you share some statistics with us to exemplify your sales targets?

The company is growing quite fast. We have grown 40 per cent in the last 4-5 years. In India, our target is to grow by 80 per cent in 2022. But we are not dealing with a mass market where macro economic factors are important.

PBHJ