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Acquisition of Alberto Culver Impacts Latin America Market Dynamic
By: Cristina Kroll
Posted: December 6, 2010, from the December 2010 issue of GCI Magazine.
The recent announcement of Unilever’s acquisition of Alberto Culver may have a big impact on the Argentine hair care market, in which Alberto Culver has a strong presence gained through the acquisition of Argentine company La Fármaco Argentina in 1998. La Fármaco owned well-established brands such as Veritas, a 100-year old deodorant and pedicure brand, and Fármaco soap, among others. Currently, Alberto Culver has more than 300 employees in Argentina.
Alberto Culver also markets its VO5, TRESemmé and Nexxus hair care brands, as well as the skin care brand St. Ives in Argentina.
Upon completion of the acquisition, Unilever will own Alberto Culver’s facility in Pacheco, located in the province of Buenos Aires, as well as its current Tortuguitas hair care manufacturing facility, also in the Buenos Aires province, where the company develops products for its Sedal, Suave and Clear hair care brands.
Further, with the combined Alberto Culver and Unilever brands, Unilever will hold approximately 40% of the Argentine hair care market.
New Leader for Coty South America
The Argentine Fernando Ferré has replaced Favio Palazzi as general manager of Coty in Argentina, Chile and Uruguay. While based in Buenos Aires, Palazzi held the position for more than nine years. Ferré previously held regional positions at various multinational beauty companies, including L’Oréal, based in New York City, and Avon, based in São Paulo, Brazil.