Colombia's Golden Triangle—Biodiverse and Market-friendlyColombia's Golden Triangle—Biodiverse and Market-friendly | GCIMagazine.com mobileColombia's Golden Triangle—Biodiverse and Market-friendly | GCIMagazine.com
Luz Elena Castrillón Aldana, director, CECIF (Centro de la Ciencia y La Investigacion Farmaceutica —Center for Science and Pharmaceutical Research), has developed a business model and pilot program to conduct research, process raw materials, perform chemical analysis and design a wide range of cosmetic products. CECIF conducts microbiological analysis, chemical and sensory analysis, stability testing and chromatography, as well as ensures adherence to regulatory standards, and is equipped for complete product design and formulation of a wide range of beauty products—including hair conditioners and shampoos, hair straighteners, UV protection creams, hypoallergenic gels, unguents and lotions—with a contract manufacturing capability for a variety of clients (Natura contracts CECIF to develop specific products).
Yemail & Daphne Cosmetic Co. is a contract manufacturer for such successful Colombian brands as Arturo Calle, an affordable men’s fragrance brand aligned with a fashion collection for men, as well as brands for other Latin American markets—notably Peru and Costa Rica.
Products include blushes, foundations, lipsticks, hypoallergenic eye pencils, bronzers, mascara, eye shadows, eyeliners and foundation with UV protection. According to Kumin Yemail, general director, the company is capable of producing two million units per year, and has concentrated its efforts in contract manufacturing—though the company also owns its own Colombian brand, Daphne, and markets Overture (a line of six fragrances) in Colombia, Peru and Panama.
Jorge Alberto Echeverry, manager of Ecobranch, Avon, Medellin, is in charge of distributing to all 240,000 Avon representatives in Colombia. He also directs operations in Peru and Ecuador and oversees 400 employees at the Medellin plant, which operates in two shifts and handles 322,000 cartons of Avon products.
Echeverry told GCI that Avon products have been on the market in Colombia for 20 years (though as a franchise until 2005), and its investment in Colombia grows as it ramps up its regional green efforts. The 28,000-square-meter strategic Guarne-based facility (Guarne is between Bogotá and Medellin, along the most developed industrial corridor in the area, making it key for operation logistics) earned green building certification for the energy efficient design, use of locally sourced materials, solar-assisted panels and low waste emissions. Approval for building the $62.3 million state-of-the-art facility was granted in 2008.
From sourcing in the rain forests to creating in industrial centers of the region, CPL Aromas’ Bogotá facility is the base from which CPL serves the entire Latin American market.
“Colombia is our base for Latin America, dealing with all the Andean countries,” said Nicholas Pickthall, managing director, CPL Aromas, Bogotá, Cundinamarca. “Although [the current] facility is only two months old, we have been in Bogotá for four years.”
The three-level Colombian plant features a factory, offices and laboratories—with two Colombian perfumers on site focused on, in addition to home care products, fine fragrance.
By: Nancy Jeffries
Posted: April 27, 2012, from the May 2012 issue of GCI Magazine.
Colombia’s Golden Triangle—which encompasses the area between Bogotá, Medellin and Cali—is harnessing its potential as an area of opportunity for natural ingredients and cosmetics production. Efforts of behalf of the Colombian government, supported by President Juan Manuel Santos Calderón, as well as organizational alliances and funding from foundations and foreign investment, are contributing to educational advancement, employment, health care, and infrastructure—transforming both the country and foreign perceptions of it.
With the support of Colombia’s government trade bureau (Proexport), Invest in Bogotá, Invest Pacific, and numerous regional universities, research centers and indigenous community partnerships, the country continues to grow economically, particularly through its investments in industry, technology, intellectual capital and natural habitats.
Developing Colombia’s diverse natural resources, accessible location, modern transportation and strategic port in Buenaventura has enhanced the region’s appeal to a range of multinational corporations, as well as helped spur the development of small, independent companies. Clearly, the goal for the Golden Triangle region is to encourage investment in distribution centers, production facilities, and R&D in natural ingredients, a strong suit of the region.
With a workforce of more than four million people (88% of which are between 15 and 44), 115 universities and 1,361 multinational corporations, Bogotá is poised for economic growth. With its location—just five hours from New York, Mexico City and São Paolo—companies in Bogotá have access to the global market, as well as Colombia’s own $321 billion consumer market. A stable economy, a population of 7.4 million and a GDP of $70.3 billion support the region’s growth, and a diverse economy, with exports, primarily of chemical products and agriculture, continuing to sustain its development.
According to Jaime Mauricio Concha Prada, executive director, the Counsel of Latin American Cosmetics Industries Associations (CASIC), “Colombia has high reserves, low inflation, an international reputation that is changing, and is a top performer in the region in recent years. It is being positioned as an export platform with 11 free trade agreements and an additional 22 free trade agreements being negotiated in 2012.”