GrupoConcept continues to grow inside and outside Portugal
In 2005, a novelty in the area of aesthetics appeared on the Portuguese market. BodyConcept was born, the result of the dream and will of three friends, who want to change the way they want for this sector at a national level. The intention is to create values of well-being, innovation and personal development while at the same time integrating aesthetic treatments into a healthy lifestyle. Susana Martins, Sandra Castanheira and Alexandre Lourenço knew what they were going for, and built their business on a concept of franchise. “In 2005 we opened the first BodyConcept, in Carnaxide”, writes Alexandre Lourenço, one of the three directors of GrupoConcept. “In the end we already had seven units”.
Today, the group of 180 clinics – for aesthetics and hair removal – around the world and last year had a growth of 32% compared to 2020, with a total turnover of 14 million euros.
After opening the first spaces, the number of aesthetic clinics increased. In 2007, the three friends and partners began to realize that hair removal could be another area of their activity. “It could be an autonomous business, but it had to be something special. What the market wanted, or deserved, was an exclusive service in that area”, explains Alexandre Lourenço, in an interview with Dinheiro Vivo.
Business
Thus, one way to make a difference in the area of permanent hair removal had to be both through the treatment and through the quality of time the client would spend on this treatment. “The client would not do the waxing in a place full of noise. That couldn’t be. It had to be done in a quiet space without noise”, reinforces that person in charge. And that’s how the concept of different therapies was bornConcept: clinics specializing in hair removal treatments and permanent photos, from all other spaces where hair removal is normally also performed.
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“We are specialists in this area, as our techniques have a very specific training, they know a lot about what they are doing and, in fact, they are not just hair removers. There is theory and technique behind”, emphasizes Alexandre Lourenço. “As we only think about this service, it allows us to give some pampering to our customers and that is something that I think is highly valued”, he says, explaining that these are the specifics that distinguish DepilConcept from its competitors. “Our client has a written certificate, which assures him that in reality he will be… a lot of confidence and that is the result of offering that”.
In the case of BodyConcept, the factor that makes the difference is the affordable price of its many aesthetic treatments, in an area where there are a large number of options. “Another differentiating element is the beauty academywhich is a unique concept of ours, I really believe it is unique in the market”. beauty academy, as the name implies is a beauty gym. It works almost like a gym, where the client pays a monthly fee between 50 and 70 euros and can go twice a week for treatments. “He does three every time he goes there, which at the end of the month will always be more than 24 treatments. This for 70 euros is in fact an unbeatable value”, reinforces Alexandre Lourenço, explaining that BodyConcept has clients from beauty academy There are many. “It’s a very simple and affordable way to take care of yourself.”
Expansion
GrupoConcept’s success is due to the number of clinics that exist in Portugal and three continents. In all, there are 180 strongholds for the two foreign brands of the group – none of them are DepilConcept’s – and all brands are franchised. “We only have four clinics of our own in Mem-Martins, Picoas, Amadora and Campo de Ourique. Precisely because we are a franchising network, we want to give the support that our franchisees need and deserve. The network can grow”, indicates Alexandre Lourenço.
And it is this support for franchisees that the person in charge refers to as the differentiating factor in relation to the competition. “Our structure is almost entirely focused on supporting the franchisee. This is our role, it is true, but there are other competing brands that do not”, he comments, adding that “in terms of international expansion, the biggest bet is on DepilConcept, because it’s a simpler concept to apply”.
The objectives are now to open two masters (Hmm teacher 100 units of new franchised units, with the intention of reaching their expansion or occupation of their network from outside Portugal.
And, in national territory, reach 120 units.
The secret of success
For Alexandre Lourenço, the secret to the success of his group is just one: work. “There is a secret of work and dedication and this is the secret of work, exemplifying with that of GrupoConcept in the midst of the covid-19 pandemic. “The issue of the necessary proximity for treatments concerned with us, because it obviously cannot work.
The seed took and bore fruit. Online meetings with franchisees followed one another. Working groups were created for future ideas and promotions. “We were figuring out how to stay in the market, as the threat was huge”, he recalls.
Even with the clinics closed, customers informed via phone about campaigns, which would be used when the market reopened. The work dynamics continued and it was possible to bill and sell the services, even with the clinics closed. “When we reopened lines at clinics, people had some desires that they had to undergo treatments”, is amazed Alexandre Lourenço, who confesses that he never expected a quick reaction and action from his franchisees. “We were able to open clinics and sign international contracts. With our strength and confidence that the contracting people so much did the contracts without coming here, which is an extraordinary thing!”
And it was with this confidence that last year GrupoConcept reached 14 million euros in total turnover. For this year, the person responsible will reach 15 million euros.
Private label products
In 2017 GrupoConcept decided to invest in its own range of skin care, a ConceptPlus. According to the brand they are “with moisturizing properties and regenerating products, biotechnology, actives from marine nature and not tested on animals”. As Alexandre Lourenço explains, these products are precisely the same as the techniques used in treatments, in clinics. “People asked so much that we ended up with a real line”, explaining that these products are more recognized by customers who create, at the same time, value and maximize the effects of treatments carried out in clinics. Among items for face and body, the brand offers between 20 and 30 different references, which are only sold at the group’s clinics and online at the CareConcept Store.