Brazil has always evoked the idea of exotic beauty. But in 1987, the seven J. Sisters made the trip from their family beauty salon near the beaches of Espirito Santo to open a shop on 57th Street in the Big Apple. They introduced the rigorous Brazilian approach to manicures and pedicures, and their business blossomed. But their big moment came in 1994, when they began offering the “Brazilian bikini wax.” The norm for Brazilian women and their micro-bikinis, it was foreign to these more modest shores – until Sarah Jessica Parker’s character on Sex and the City got one and demand exploded. Today, adding the word “Brazilian” to any beauty product or procedure opens the door to charging a premium price. That’s the real power of a brand. How’s yours?