Forget what you know about toilet paper. The product, essential day-to-day lives, won collector's item status, thanks to Renova Portuguese manufacturer. The company has colored the air that is usually presented to the consumer as plain white rolls. The result is an intimate hygiene product that has won numerous countries, major world artists such as Beyonce and Simon Cowell, and now yields an annual revenue exceeding € 130 million.
In 2005, 10 years after assuming the highest office of the company, Paulo Pereira Silva, 54, watching a Cirque Du Soleil in Las Vegas, saw a number with black fabric and had the idea to release a version of toilet paper manufactured in black. With success came versions in other colors. Even the packaging is different. in Portugal, a package of nine white toilet paper rolls cost around € 3. colorful Renova, € 7.
"Black may seem absurd, but you have to think: why not? It was necessary to change the relationship you have with a product so present in everyone's life. And the black did it, "says the CEO to the FORBES Brazil. "The toilet paper need not be a complex taboo, can be cheerful and even turned into a decorative object."
Degree in quantum physics, Silva says he never imagined act in the industrial area, but decided to risk it. "I always thought it was following academic career. Today no more. Now I face each day as if I had to learn all over again. I do their best to accommodate me and not, in every way, innovate. "
After witnessing the day-to-day production of Renova roles for 19 years, Silva took over the CEO position of the brand and applied less traditional methods, especially in the commercial area, hitherto unknown to him. "We had to provide sensory experiences to our customers. Today, Renova has excellent proximity to the public. Every day, we receive tips and suggestions through Facebook. And that's essential, "he explains.
The brand is present today in more than 60 countries and for the first time, is preparing to open a factory far from its origin. At about 20 days, produced 100,000 tonnes of paper gain strengthening a industrial line in France. To facilitate distribution to large customers such as Belgium, Renova decided to invest in a labor place not so cheap, but of tradition and renown.
600 employees in command, the CEO says now study new spaces here next to the Atlantic Ocean: Colombia, Mexico and Guatemala are markets in the sights of the most famous toilet paper in the world. But Brazil, the huge tariffs, not part of the Portuguese script.
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