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Growth; Exports of Mexico's Beauty Industry Boosting Economy

By: Cristina Kroll
Posted: April 27, 2012, from the May 2012 issue of GCI Magazine.

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Hinds, a GlaxoSmithKline brand of body lotions designed to moisturize and freshen skin, celebrated International Women’s Day in Argentina with a book launch and featured both in a television campaign. Argentine Women: Lives • Portraits • Moments was presented to beauty editors in Buenos Aires. The brand also created a blog to share about news, stories and consumer experiences.

The book is the brainchild of Nicole Dunaway, Zhanna Macmillen and Julia Napier, none of whom are Argentine but have all called Argentina home at one time. The book explores the life stories of Argentine women and captures them “in the candid beauty of everyday life.”

Rexona Launches “Clones”

Unilever deodorant brand Rexona launched its new “Clones” campaign in Argentina, which features TV host Verónica Lozano. It is inspired by modern women who are active, free and independent. The spots acknowledge that the lives of professional women are very busy, making the accomplishment of all their daily tasks and routines both difficult and stressful, and show Lozano cloning herself as her activities grow. The company reinforced the 48-hour protection claim Rexona deodorant makes.

The TV spot, the centerpiece of the full marketing campaign, was filmed in Buenos Aires by well-known British music and commercial video director Vaughan Arnell—who directed videos for Robbie Williams, George Michael and the Spice Girls.

Cristina Kroll is a business journalist specializing in the beauty sector and living in Buenos Aires, Argentina. She has written for the main Argentine magazines related to the beauty business, and was a correspondent for French magazine Beauty Business News.