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L’Oréal Chile Expects 13% Growth

By: Cristina Kroll
Posted: August 25, 2009, from the August 2009 issue of GCI Magazine.

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In April 2009, Argentine-company Issue launched Denney Color District, a hair coloring brand, and it will be retailed in perfumeries, pharmacies and supermarkets. Issue has been a leader in budget hair color products under the Issue brand, and its new offering is intended to allow it to compete in the premium market. As part of a massive publicity campaign accompanying the new line, well-known Argentinean actress/model Andrea Frigerio has been chosen to promote the brand.

Available in 42 colors, the company expects to make the brand available in Ecuador, Uruguay, Bolivia and Chile. Issue has two production plants in Argentina, and is considered one of the principal manufacturers of hair dyes in South America.

Nivea Teams with Water Brand

Nivea joined forces with the Argentinean mineral water brand Villavivencio to promote a new hydration campaign during the South American winter season. The venture creates a very creative marketing bridge between bottled water and skin moisturizers. The idea: keep yourself hydrated—inside and out—with plenty of water and skin care products.

During a May event in Buenos Aires, Argentina, the brands presented a study by the consulting agency TNS Gallup, which showed that seven out of 10 women feel their skin is much drier during the winter season. Using this data, Nivea seeks to strengthen the position of its moisturizing products.

Argentinean Designer Presents New Fragrance

Sarkany Deluxe, a new fragrance for women developed in association with Givaudan, was introduced in May through well-known shoe and fashion designer Ricky Sarkany’s exclusive retail location in the recently opened Dot Baires Shopping Mall in Buenos Aires, Argentina. This is Sarkany’s second fragrance, and follows up on the initial success of his first fragrance, Sarkany Woman, which was awarded the 2008 International Package Design Award in New York. Sarkany Deluxe package design features Italian black chamois with studs, mimicking the style of Sarkany’s latest winter collection.

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