A lo largo de la historia, los cosméticos han sido uno de los principales símbolos de la belleza, y a medida que avanza el tiempo han pasado de ser un simple utensilio del día a día, a ser el pincel para una diversidad de hombres y mujeres que cada día buscan la perfección de la imagen. Colombia es un país que cada vez más está a la vanguardia de este sector, y pasó de ser un mercado de tiendas de barrio o peluquerías, a ser una de las industrias más importantes en exportación en Latinoamérica.
Así lo demostró el Instituto de Comercio Exterior, quien señaló en una investigación que Colombia era el cuarto país de Latinoamérica que lideraba este mercado, con ventas superiores a los $11 billones anuales y que tendrá un aumento estimado de 11,6% dentro de los próximos años.
Incluso, de acuerdo a las últimas cifras obtenidas por la Andi, el sector de cosméticos logró cerrar el año pasado con $9.401 millones y se prevé que el mercado de maquillaje alcance los $345.000 millones para el cierre del año, lo que significaría un gran apoyo al crecimiento de la economía nacional.
En este contexto, en pleno corazón de Cali, aún se encuentra una de las primeras tiendas de Krika Cosmetics, el retail considerado por muchos como el más grande del sector de belleza en Colombia, ya que tan solo en 2021 facturó ventas por más de $40.000 millones.
Esta compañía tiene actualmente más de 30.000 referencias de 300 marcas diferentes, de las cuales, más del 80% son marcas con sello nacional, es decir, que hay aproximadamente más de 24.000 productos colombianos, lo que les ha permitido ser una fuente de crecimiento para esta industria.
“Al comienzo, mi padre vendía allí rollos de fotografía y le fue bien, pero luego, con la era digital y la decadencia de estos artículos, decidió poner una tienda de peluqueros, en donde comenzó todo. Nos proyectamos a ser el retail más grande del país e incluir y transformar la industria con beauty tech o tecnologías de la belleza”, recuerda hoy Camilo Zuluaga, CEO de la empresa, que está a días de cumplir 15 años.
Fue precisamente este joven emprendedor caleño, quien sin haber cumplido los 30, decidió tomar lo que había aprendido de su padre, las lecciones de vida y un curso de retail en Boston, para llevar a Krika de ser una pequeña tienda de peluquero a una compañía que cada día tiene productos más innovadores que se acercan a las nuevas tendencias sobre sostenibilidad y tecnologías de beauty tech.
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Y es que luego del anuncio hecho por Mark Zuckerberg de migrar Facebook hacia el metaverso, surgieron varios ejemplos de compañías de belleza que se dieron a la tarea de adentrarse a este mundo digital, entre ellos, marcas como Clinique quien generó un 60% más de tráfico de búsquedas y un 20% extra de engagement en sus redes sociales con un concurso donde sorteó varios NFT o, Dior Beauty, quien se asoció con la aplicación de redes sociales, Zepeto (en Corea del Sur), para lanzar su propia colección de maquillaje digital.
Fue parte de estos hechos que estaban ocurriendo en el mundo, que Krika Cosmetics comienza su camino de marcar tendencia a nivel nacional a través de la innovación en sus procesos tecnológicos, creando un e-commerce que hoy es mucho más interactivo y que generó una facturación de alrededor de $400 millones en los primeros seis meses del 2022.
Además, también desarrollaron una aplicación que pueden descargar desde iOS o Android, en la que los usuarios tienen la posibilidad de encontrar tutoriales sobre maquillaje o acceder a más de 10.000 productos, comprar y resolver sus dudas, entre otras cosas.
Entre sus planes a 2024, este retail caleño tiene la idea de implementar tecnologías de reconocimiento de productos con inteligencia artificial (IA), con el apoyo de DeepVision. Mientras que con L’oreal, la idea -cuenta su CEO-, es desarrollar una plataforma para el reconocimiento facial y así tener una experiencia de realidad aumentada (AR) a través del sistema ModiFace.
“Más allá de todas estas tecnologías, lo más interesante es que pudimos educar a una industria. Hemos sido vanguardistas y les hemos enseñado a nuestros proveedores lo que nosotros hicimos: dejar de ser comerciantes y volvernos empresarios”, agrega Zuluaga.
Para celebrar los 15 años de su creación, Krika Cosmetics, realizará un evento en donde van a homenajear a la década de los 2000, por lo que se llama ‘Y2K’ y como todos los años tendrá una serie de descuentos especiales con los que siempre han conmemorado el aniversario de la compañía.
El CEO agrega que esto fue una idea de su padre, que celebró el primer aniversario con una feria en la que ofreció el 20% de descuento. “Desde entonces, todos los años lo celebramos con una temática diferente y la de este año va a ser algo especial, ya que durante este evento resaltaremos la llegada de la tecnología y la nostalgia que los millennials tenemos de esa época”.
Recientemente, un estudio realizado por la consultora Nielsen señaló que el mercado mundial de los cosméticos facturará más de 863.000 millones de dólares en 2023, y lo cierto, es que en medio de este panorama, Colombia, a través de su industria, los retails y el desarrollo de nuevas tecnología, será un jugador clave dentro de este sector, e incluso, puede llegar a ser el próximo cluster de la belleza en Latinoamérica.
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