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The Chilean division of L’Oréal estimates that it will grow more than 13% in 2009. Despite the downturns elsewhere, Chile’s beauty industry posted 12.5% growth in 2008. Laurent Boukobza, director of L’Oréal Chile, told the Chilean newspaper La Tercera, “We are heading into 2009 with realism, but also with confidence. We know that it won’t be easy, but we trust in the resilience of our market.” He added that certain beauty products have been successful in becoming part of the daily routine of women. “The Chilean woman is accepting more and more European norms. She has a routine of about 10 minutes where she will use two to three products every morning.”
Boukobza also hinted at plans to boost the Garnier brand, and the company also recently launched the Bí-O deodorant and is relaunching its Yves Saint Laurent luxury brand, which it acquired in 2008 from YSL Beauté Holding.
L’Oréal Chile markets more than 20 brands—including L’Oréal Paris, Lancôme, Biotherm, Helena Rubinstein, Maybelline NY, Kiehl’s, Vichy, La Roche-Posay, Armani and Ralph Lauren Polo.
Argentinean actress Araceli González introduced her new fragrance Sucrerie at a May event in the Alvear Palace Hotel in Buenos Aires, Argentina. The perfume, which was developed by De Nicolo laboratory, “is inspired by sexy women with attitude and very feminine.” According to González, “The fragrance includes imported essences from France, which [provide a long life on the skin]. It’s an authentic eau de parfum.” The actress’s outfit during the presentation was clearly styled with the product’s packaging in mind. The theme has a clear European influence, and the color scheme boasts shades of pink that have a very French feel to them. Sucrerie is available in premium Argentinean perfumeries in a 50-mL presentation.
In the first quarter of 2009, LatinPanel Argentina surveyed 3,000 Argentinean homes to study consumer behavior. It found a 2.5% increase in basic goods consumption volume compared to the same period in 2008. Spending in high-income sectors increased by 10%, while middle-class and low-income spending was reduced by 2%. Personal care products accounted for the largest percent of this gain, 14%, up from 11% compared to the same period in 2008. Hair conditioners grew the most, seeing a 32% increase in consumption volume—followed by deodorants with a 22% increase. LatinPanel further foresees that the economic crisis that has already impacted other sectors will significantly affect spending on basic goods, including personal care products, during the remainder of 2009.