Home Innovating We Create Memorable Experiences

We Create Memorable Experiences

Our ability to surprise consumers with more than 200 new products every year is a source of great pride at Belcorp.

The Corporation’s brands cover four categories of cosmetic products: fragrances, facial and body treatment, makeup and personal care. We develop all our products from idea generation, through planning and design, to manufacture.

Consumer-driven approach

Our in-depth knowledge of our consumers is pivotal in the development of our products and one of the secrets of the company’s success.
We set up a Consumer Knowledge Center exclusively devoted to understanding women’s needs. The research we carry out allows us to identify their needs and desires, providing the foundations for our multi-brand plan and for each of our products. Through them we seek to anticipate women’s desires and satisfy their needs.

Multifunctional teamwork

A key area of product creation is our Innovation and Development Team, made up of scientists, technicians and experts from different fields who each day contribute with their expertise in areas such as consumer knowledge, chemistry, engineering, design, marketing and logistics.

There are many considerations to be borne in mind when creating a new product: from coming up with a winning concept, through creation of the best formula, to designing the packaging or proposing an application to facilitate its use. At Belcorp, product development is approached from a multifunctional perspective, in which the different disciplines involved work with a common objective in mind: ensuring customer satisfaction. In this process the expert input of each specialist is maximized, generating a continuous learning process for creating the product that best meets the consumer’s needs.

We involve our suppliers and strategic allies in the multifunctional teams at every stage of the product creation process. We work with the world’s leading designers, laboratories, and perfume houses.

Installed capacity

Our plant

We have a production plant in Tocancipa, Colombia, which turns out more than 600,000 products each day, supplying the Corporation’s operations in most of its countries.

In 2007 we opened our pilot plant, also located in Tocancipa, with the aim of ensuring the quality of our end-products. The pilot plant is a scaled-down version of our main plant, where we carry out production trials on a smaller scale, enabling us to pinpoint risks and take steps to guarantee our product quality. We also conduct trials and improvements on line products which we then transfer to our main plant for mass production.

Our products are also manufactured through strategic allies in Peru, Chile, Mexico and France in accordance with strict international quality-control standards.

Our Laboratories

Belcorp has testing laboratories for every specialty area required for formula development: Microbiology, Sensory, Safety in Vitro, Metrology, Stability and Chemical Analyses. At these labs we perform all the necessary tests to ensure the efficacy, safety and quality of our products in accordance with national and international regulations.