Colombia becomes a regular member of the association along with Brazil and Mexico, reinforcing Latin America’s presence in IFRA. The Colombian chapter includes both international and domestic players—including global giants Givaudan, Firmenich and Symrise, and Colombian company Disaromas.
Galderma to Market Botox Alternative in Latin America
Galderma Laboratories acquired a license to commercialize Dysport, a botulinic toxin type-A created by Ipsen Laboratories. Galderma will exclusively market the product in Argentina, Brazil and Paraguay. “Galderma estimates that Dysport will represent 30% of sales for the company in Argentina in 2008,” Juan Carlos Gaona, general manager of Galderma in Argentina, told GCI magazine. According to the company, the brand is the leader in the Brazilian market, with 50% of the sales of the toxin. In Argentina, the toxin ranks second in sales after Botox, with a 15% share of the market.
The French-Swiss company has had a presence in Argentina for 13 years, and posted sales of $3.6 million in 2007. In addition, Galderma achieved the 12th position in terms of sales for the Argentine dermatology market in 2007, according to an IMS audit. “By 2010, the firm expects to [own] 5% of the local dermatology market,” said Gaona.
Rouge Makes Strategic Move With New Businesses
In May, Argentine retailer Rouge opened Le Bistro Rouge and Le Spa Rouge in the Galerias Pacifico shopping center in Buenos Aires. While Le Bistro Rouge features a gourmet gastronomic menu, Le Spa Rouge is dedicated to exclusive relaxation and beauty treatments. These initiatives are a strategic move for Rouge—which already operates one of the most successful chains of cosmetics and fragrances stores in Argentina—as it seeks to capture a share of the Argentine luxury market. Currently, Rouge perfumeries offers special services such as personalized attention and exclusive cabins for body and facial treatments, featuring notable brands. There are also specially assigned areas to host international makeup artists that visit Argentina and a special facility for men.
Peruvian Company Expands
Peru-based Romero Group’s Alicorp interest acquired Argentine company The Value Brand (TVB), which produces and markets beauty brands such as Plusbelle—which, according to a 2007 report from AC Nielsen, represents more than 25% of the hair care market share in Argentina. The transaction was valued at $65 million.
TVB operated three plants in Argentina and two personal care and home care divisions for more than a decade. In addition to the Argentine market, it also served the markets of Chile, Paraguay, Peru and Uruguay. “TVB is the third most important company for personal and home care in Argentina,” said Leslie Pierce, general manager, Alicorp.
TVB achieved sales of $98.4 million in 2007, and grew an average of 6.5% per year since 2003. This is a strategic acquisition for Alicorp, and is expected to contribute to the expansion of its businesses in Latin America—as well as in the introduction of Peruvian brands to the Argentine beauty market.
Dior Launches Three Products in Argentina
LVMH introduced three product additions to Christian Dior’s Backstage line at an event in Tattersall Hall, located in the Palermo neighborhood of Buenos Aires. The company presented Diorkiss—a collection comprising lip gloss, mascara and false eyelashes—from the Backstage 2008 line. Dior’s Argentinean makeup artist Leandro Damario told GCI magazine that Backstage, which launched two years ago, emphasizes that “Dior is a fashion brand.” Damario recently assumed the position of director of training of Latin America for the Dior makeup Pro Team. He arrived at the Buenos Aires event after overseeing the makeup of actresses Sharon Stone and Monica Bellucci, and others, at the Cannes International Film Festival. Damario reported that false eyelashes, red lips and translucent foundations were the prevalent trend at Cannes.
L’Bel Paris Increases Presence in Latin American
L´Bel Paris reached the province of Mendoza in Argentina in May as part of an expansion plan for the local market. The brand specializes in beauty treatments and fragrances, and presented its portfolio in the Park Hyatt Hotel, Mendoza City. L’Bel, owned by the Belcorp Group, was created more than 20 years ago in Peru, and first entered the Argentine market in 2005. Currently, the brand markets in Buenos Aires, Santa Fe, Entre Ríos, Córdoba and Mendoza, and has a strong presence in Bolivia, Chile, Colombia, Costa Rica, Ecuador, El Salvador, Guatemala, Mexico, Peru, Puerto Rico, the Dominican Republic and Venezuela.
Cristina kroll is a business journalist specializing in the beauty sector and living in Buenos Aires, Argentina. She has written for the main Argentine magazines related to the beauty business, and was a correspondent for French magazine Beauty Business News.
