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Sephora Inks Mexican Deal

By: Cristina Kroll
Posted: March 8, 2011, from the March 2011 issue of GCI Magazine.

For the launch of its Care brand, Avon operated a “hydration space” on Playa Grande, one of Mar del Plata’s renowned beaches.

Through a joint venture with South American-based Grupo Axo, Sephora entered the Mexican prestige beauty market. The agreement will allow Sephora a retail presence through two stores that will open in the second half of 2011. A significant number of additional store openings are targeted each year thereafter, according to a report.

Grupo Axo has more than 15 years of expertise in the strategic and commercial development of prestige brands in Mexico—representing and distributing LVMH’s Marc Jacobs, Etro, Guess and Tommy Hilfiger, among others. Shiseido Enters Colombia and Panama In January 2011, Shiseido commenced sales of its global brand prestige skin care and makeup lines in Panama, deploying a prestige marketing strategy centered on Europe and the Americas.

Shiseido is currently promoting various initiatives in seeking to become a global player representing Asia with its origins in Japan. Among its overseas business, Shiseido is focusing on expansion of operations in new markets and strengthening of operating bases in existing markets as key thrusts.

Panama is the fourth country for Shiseido to promote development of its cosmetics products in the Latin American market subsequent to Brazil, Mexico and Colombia—where the company commenced sales in November 2010. In Panama, there is an increasing expectation for rising demand for prestige cosmetics products due to stable economic growth since 2004, according to the company.

Product imports and sales will be handled by the WISA Group, a Colombian distributor. In the first year, sales will be launched in five selected stores with a proven performance in counseling sales for prestige cosmetic products. These comprise local cosmetics specialty stores managed by the WISA Group and independent cosmetics specialty stores.

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