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Latin Beat: Natura Expands in Latin America

By: Cristina Kroll
Posted: December 10, 2007, from the December 2007 issue of GCI Magazine.

As a part of its expansion plan in Latin America, Brazilian direct seller Natura opened Casa Natura, a point-of-sale training and retail facility, in Argentina. A spokesperson confirmed that the company will open locations in Chile and Peru in 2008. Natura currently operates in Brazil, Colombia and Mexico.

Located in Palermo—one of the most exclusive neighborhoods within Buenos Aires—Casa Natura provides training for the company’s Argentine sales force and consumers can test and buy products. The facility’s auditorium will also host beauty conferences. With these expansions into Argentina, Chile and Peru, Natura continues its international growth.

L’Oréal’s Mega Show in Argentina

L’Oréal entertained beauty editors and guests with a performance by Argentine rock star Fabiana Cantilo at the launch of its Recital line in Argentina. Taking advantage of the product’s name—which has the same meaning in a number of languages—the French company played on the entendres with a show that included local models showcasing the line’s varietal color palette. The line was introduced in Chile in 2006, with previous launches in Brazil and Mexico.

Silkey’s Big Fashion Event

In October, Argentine color and hair care manufacturer Silkey organized the 2007 International Fashion & Coiffure Baires Room at the Hilton Buenos Aires. The event featured distinguished international stylists, including Brazilian Lucimar Casagrande.

The fashion show included Argentine designers Roberto Piazza, Benito Fernandez and Francisco Ayala, as well as Argentina’s top models, Ingrid Grudke and Julieta Prandi, and legendary Argentine television star and spokesmodel Mirtha Legrand.