2017 Agenda

Smithers Apex is pleased to announce the 2017 Cleaning Products Latin America agenda! 

June 27, Day 1



  1. Registration

  2. Welcome & Opening Remarks

    Smithers & ALIADA

Session I: What's Happening in and around Latin America/the globe

Moderated by: Juliana D. Marra, External Affairs Manager, Unilever Brasil

  1. What's Happening in Brazil


  2. What's Happening in Argentina


  3. What's Happening in Paraguay


  4. What's Happening in Uruguay


  5. What's Happening in Chile


  6. Industry Associations Panel


    Join a panel of Associations talking about how we can all work together, across Latin America and the supply chain

  7. Networking Break and Snacks

  8. Regulatory Convergence in Latin America

    AVISA and other local associations

    The regulations aren't similar and it's a problem to foreign trade among the continent. What are some ways that we can create a similar language for regulations?

  9. Black Market/Informal Market Growth

    There is a growth in the undergrown market for cleaning products. What does that mean for local and international brands who are doing things legally? How can we compete?


  10. End of Day Notes

  11. Networking Reception

June 28, Day 2

Session II: Crossroads of Innovation and Afforability

Moderators: Michael Ott & Cristiane Canto

  1. Balancing Innovation and Affordability

    David Mackinson | Research Manager of Euromonitor International

    Affordability tops global consumers’ list of reasons for purchasing a new product, but there are regional differences in the order of importance placed on this attribute. In Asia-Pacific, affordability is the third-most important reason for purchasing a new product, behind value and convenience. North Americans place affordability second on their list, behind novelty and tied with brand recognition. In Latin America, affordability is just slightly behind brand recognition as the reason for making a new product purchase.

    How has this dynamic changed in Latin America in times of crisis? Recession, inflation, unemployment, and a more expensive US dollar are just a few factors that are pushing consumers in the region to trade down, and to consider more affordable options, regardless of the brand name. Meanwhile, the modern grocery channel is now the preferred one-stop shop for time-scrapped Latinos, meaning retailers and private labels have a real opportunity to gain market share. Private Labels represent only 3% of the Home Care market in Latin America, a rate well below the 17% in Western Europe, for example.

    In this presentation we’ll discuss how important affordability is to Latin America consumers, we’ll talk about other markets and specific brands in times of economic crisis, and we’ll give an overview of the consumers’  profile and opportunities in this market.  

  2. Business Model and Innovative Thinking to Overcome Affordability Barriers

    Cristiane Ramalhoso | Associate of Reckitt Benckiser

    This talk will cover innovation in other areas such as manufacturing process, business model, distribution in order to be able to deliver to consumers affordable high quality products instead of low cost and low quality products. 

  3. Innovation in Latin America

    Carlos Arruda | Professor of Innovation and Competitiveness of FDC Innovation and Entrepreneurship Center

    In spite of the internal barriers such as the lack of strong public innovation policies and a large venture capital base, Latin America is seen recently a growth in the private sector effort to develop new technologies, products and startups. The region is still far ahead from the developed world but some Latinas are emerging as disruptors in different industries. 

  4. Networking Break

  5. Affordable Innovation for Companies

    Invited: DepiRole

    In our increasingly resource constrained world, consumers are demanding affordable, high-quality products that are more environmentally and socially inclusive. How to do innovation quickly, flexibly, cheaply and with close attention to consumers?

    This talk will address best practices, tools (crowd Innovation platforms, crowd sourcing), discuss about competences such as use of local resources, break down a complex process/product and rebuild in the most economical way) to cost-effectively develop products of high quality that delivers real value to customers/consumers. 

  6. The Fast Lane to the Future

    Chris Harling | Regional Sales Manager of Biolin Scientific

    Interested and much intrigued, we all follow the forecasts mapping out where the world is heading, and in its wake the consumer demands and expectations on the next generation products. Exposed to an increasing number of insecurities in terms of a lurking political and economic chaos, an alarmingly growing environmental concern and an accelerating pace of living, consumers will demand products that are not adding strain and that are not wasting their time. Hence, the numerous hurdles needing to be conquered in order stay competitive and attractive on our way forward are multifaceted, and the time is short. So how do we get there in time and in a resource efficient manner? If you always do what you've always done, you'll always get what you've always got" said Henry Ford. New challenges require thinking outside the box and the shortcut to meet these product visons goes via new methods. Here we present the latest scientific method that will bypass all the existing detergent development methods and put you in the fast lane towards the faster, cleaner and greener product development.

Session III: Sustainability: Limpeza Consciente

  1. Packaging Recycling

    The Dow Chemical Company

    How different types of packaging can turn into another packaging. What are the main challenges?

  2. How Retailers are Rethinking Sustainability

    Paulo Pompillo | Director of Corporate Relations of GPA

    This talk will take a look at how retailers are trying to become more sustainable. 

  3. Different Strategies for Sustainability

    Dr. Andre Chieffi | R&D Manager of Procter & Gamble

    This talk will give different examples for ways to become more sustainable. This talk will look at ways to reduce energy and make more sustainable materials but mostly look at how we can help the consumer to become more sustainable.

  4. Networking Break and Snacks

  5. Compacted & Concentrated Product

    Guilherme Gennari | R&D Manager of Unilever

    How the technology to compact products could be apply to all companies. What are the main challenges?

  6. Limitless Opportunities with Organomodified Silicones

    Eraldo Pereira | Business Director - Latin America Consumer Specialties of Evonik Degussa Brasil Ltda

    With very low dosages or by replacing some existing ingredient, it is possible to enhance home, car and laundry care formulations boosting their performances considerably.

    We invite you to understand more about our ingredients and limitless application possibilities.

  7. Closing Comments

June 29, Day 3

Session IV: New Trends in the LatAm Market

Moderators: David Mackinson & Eraldo Pereira

  1. Marketing to Millenials

    How are cleaning companies using marketing tools like social media to reach the younger generation. What are the new marketing platforms out there for millennials. What kind of message do millennials want to hear from the cleaning industry. 

  2. Neuromarketing: Understanding the Science of Influence

    Billy Nascimento | Co-CEO of Forebrain

    Neuromarketing is a new science that looks to understand how marketing stimuli influence peoples choices and experiences. In this presentation, Billy Nascimento will show how Neuromarketing is reshaping the way how market and product research can be developed, via the use of new technologies and methodologies that allows deeper understanding about consumer's hidden behaviors, thoughts and emotions.

  3. Networking Break and Snacks

  4. Convenience: How Important is it in LatAm Home Care

    Roberto Okeda | LatAm and Mena - Home Care CDU Senior Brand Manager Marketing of The Clorox Company

    Convenience as a trend. How to make consumers start their consumption trade up journey, from basic to more convenient products. Clorox Bleach case showing how actively nudges consumers toward higher value CPG products across countries, in multiple stages of development. Positive impact for business and consumer´s life.

  5. Wipes are Trending

    It took a while for wipes to catch on in Latin America, but it is now the fastest growing nonwoven s market in the world.

    This talk will take a look at what consumers want from wipes, why the trend is growing, and how cleaning companies can benefit from the trend.

  6. Trends in Fragrance

    João dePaula | Regional C&A Director - Consumer Fragrances of IFF

    The smell of clean is so important to consumers when buying products. What are some of the trending fragrances? What are some of the new innovations to make the scent last longer?

  7. Closing Comments