Celebrity baby brand becomes hit with complaints – 03/03/2024 – Panel SA

Known as the famous baby brand, Grão de Gente has 13 million followers, almost half of them on Instagram alone. Its growth strategy was based on massive posts from influencers such as Sabrina Sato, Viih Tube, Ana Hickmann, Viviane Araújo, among others. The network now faces adult problems. There are already more than 22 thousand complaints on Reclame Aqui, the majority of which are products purchased and not delivered.

In addition to delivery problems, customers also complain about the service. There are thousands of complaints about lack of response, product cancellations and exchanges.

The company was created in 2012 and claims to be the leader in this market with more than 2 million families served. Revenue in 2022 (latest data available) was R$225 million with a projected growth of 30% for 2023.

On social media, the tool for including comments is disabled. It is common to see, in posts with influencers, customers complaining about the lack of delivery of products

Journalist Janaína Xavier was one of them. Her problem became a video on TikTok.

“I made the purchase, paid in cash and, long after the deadline, I gave up. I bought everything again somewhere else. I shouted around here and managed, via email, to speak to a so-called ombudsman. I was fooled by three times. Ten business days, ten more business days, ten more, until the emails started coming back,” he said.

On YouTube, Grão de Gente made a video with the crib kits most chosen by celebrities. It features influencers such as Viih Tube and ex-BBB Eliezer, MC Loma, Biel, Tays Reis, Thaeme, Viviane Araújo, Bianca Andrade (Boca Rosa), among others.

In addition to the website, the brand has a physical store at Praiamar Shopping, in Santos (SP), opened six months ago. Several celebrities participated in the inauguration, including Sabrina Sato, who said she was an ambassador for the brand.

The column tried to contact Grão de Gente without success. It also directly contacted businessmen Gustavo Ferro, CEO of the brand, and Mayara Ferro, group executive. However, he received no response.

With Diego Felix

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