APAS SHOW brings care to the surface with Ypê’s Personal Care line. Recognized as the country’s most powerful cleaning brand by Kantar’s 2023 survey, the manufacturer returns to the fair with innovations in its portfolio, reinforcing its leadership in the sector. Ypê, a 100% Brazilian company and one of the largest manufacturers of hygiene and cleaning products in the country, is a confirmed presence at the 38th edition of APAS SHOW, the world’s largest supermarket fair taking place between May 13th and 16th at Expo Center Norte in São Paulo.
Recognized by Kantar’s 2023 survey as Brazil’s most powerful cleaning brand, Ypê intends to showcase at the event the main novelties of its portfolio, which currently includes over 450 products in 23 categories. Among this year’s highlights are the Soap lines from the Flor de Ypê brands – with its first 100% digital campaign, involving over 100 influencers on Instagram and TikTok with the #PremiumShowerEveryday action – Ypê’s Action line – launching bar and liquid versions of Charcoal Detox – and Siene, which has just announced three new fragrances, totaling seven bar versions.
“Our flagship – the Flor de Ypê Soap line – is in the TOP 3 at APAS as the best-selling bar soap brand in Brazil* by volume, according to Nielsen, and present in 40.3%** of Brazilian homes, according to Kantar’s Worldpanel division. These results make us very happy as they show that we are on the right path to democratize access to high-performance products at fair prices,” said Jean Bueno, Ypê’s Personal Care Director, adding that “the brand will have a special activation at the booth and an Instagrammable space for visitors to explore all the fragrances, in addition to the Vegetable line made with a vegetable base, fragrances with natural ingredients, hypoallergenic, and approved by the Brazilian Vegetarian Society.”
According to Jean Bueno, Ypê’s Action Soap line will also receive special attention, providing a spoiler of what’s to come in the bar and liquid versions of the brand. “This will be an important moment for us because we’re talking about care and protection. A line that protects and eliminates 99.99% of bacteria***, and also has a Glycerin formula, protecting while taking care of the skin,” he commented.
Another highlight for this edition of APAS SHOW is Ypê’s Siene bar soap line, reinforcing the brand’s strategy focused on delivering quality and cost-effectiveness to consumers who now have seven fragrances in the portfolio. “The new additions include ‘Cotton Flower,’ which evokes a baby’s scent; ‘Aloe,’ also known as Aloe vera; and Coconut Milk, a more tropical aroma in a family size of 125g, joining the fragrances of ‘Milk Proteins,’ ‘Red Roses,’ ‘Sweet Fennel,’ and ‘Lavender’,” added Bueno.
Focused on sustainability, other products will also be highlighted at Ypê’s 164m² booth, located at one of the main entrances of the Blue Pavilion, such as the Tixan Ypê X MAX Laundry Detergent, recognized for its high yield (22 washes) and with a new ad campaign. “The national campaign, with on/off media and OOH (out of home), was produced by the advertising agency DPZ and highlights the new formula with a higher percentage of natural ingredients, acting directly on the removal of tough stains and dirt, without compromising sustainability,” noted Cesar Nicolau, Ypê’s Marketing Director.
According to Ypê, at the end of the event, 60% to 65% of the brand’s booth will be reused. The walls will be used to make new pieces or donated to institutions, while materials like plastic sheeting and canvas will be donated to local seamstresses to be turned into accessories such as bags, totes, and pouches. Anything that can’t be reused will be sent to specialized recycling centers.
*Nielsen, Strategic Planner, Bar Soap Market, T. Brazil, INA + INFC + C&C, FY 2023. **Kantar, Worldpanel division | In Home Panel | T. FMCG (Fast-Moving Consumer Goods) | Rolling Year November 2022 vs Rolling Year November 2021. ***Tested Bacteria – Bar Soaps: Escherichia coli. Liquid Soaps: Staphylococcus aureus.
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