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13. Intangible Assets (Details 2) - BRL (R$)
R$ in Thousands
12 Months Ended
Dec. 31, 2017
Dec. 31, 2016
Dec. 31, 2015
Intangible Assets Details 2      
Inventories and cost of products and services sold R$ 29,344 R$ 14,593 R$ 11,522
Selling and marketing 484,609 492,973 436,253
General and administrative 57,758 47,358 42,689
Total, amortization R$ 571,711 R$ 554,924 R$ 490,464