In November, Colgate-Palmolive launched its Palmolive Amazonia bar and liquid soap line in Brazil. The launch was part of a larger industry trend in which specific plants of a region are used to distinguish a line and strengthen the brand tie locally.
Research by Pesquisa Quantitativa Virtual demonstrated that 92% of those polled were potential consumers of the line, and 95% reacted positively to the fragrance. The line, featuring guaraná and castanha do pará, will be marketed in pharmacies and supermarkets.
Sisley Paris recently opened a retail/treatment space in Buenos Aires. The first of its kind in Latin America and the third worldwide, L’Espace Sisley is located in the Caesar Park Hotel of the Group Posadas, and is part of an agreement between the five-star hotel and the French company. Esther Claudia Castrogiovanni, general manager, Sisley, told GCI magazine that the decision to open the Buenos Aires location was based upon the increase in local luxury consumers—made possible by the improvement of the local economy and an increase in tourism. The brand is also available in 35 stores in Argentina, retailing from $165–530.
Kiehl´s Now in Argentina
The L’Oréal Group launched its Kiehl’s brand in Argentina, and opened its first Latin American boutique in Buenos Aires. “The new store located in the Palermo Soho neighborhood, in the center of Buenos Aires, [offers] personalized advising and the quality and high standards of this global brand,” said Myrna Polotnianka, press luxury division, The L’Oréal Group. The brand consolidated its presence in Mexico in 2006, and will be available in Chile in the near future.
Argentine entrepreneur Marta Harff has created the Per Fvmvm Bue brand and stores. “The brand is focused in the local market and targets premium consumers,” said Harff. The first Per Fvmvm Bue store is located in Buenos Aires’ Palermo neighborhood and offers a variety of fragrances.
Harff, who launched the new initiative with an investment of $60,000, previously operated 40 doors under the Marta Harff brand, which ceased operation in August 2006.
Actor Antonio Banderas visited Buenos Aires in December to promote his latest fragrance for men, Blue Seduction, created by Puig Beauty & Fashion Group. The product was presented at a press conference in the Alvear Hotel (Buenos Aires), where performances inspired by the fragrance were featured. There, Banderas announced that part of the profits from the sale of Blue Seduction would be donated to a local hospital. The actor leads the “Blue de Banderas a Beneficio” project, which donates profits from the sale of Blue Seduction to one institution in every country in which the fragrance is launched.
Earlier, Banderas and wife Melanie Griffith feted Puig’s UNICEF contribution in Chile.
Diffupar Launches Argentine Line
Argentine distributor Diffupar has developed its own beauty line, Herbolane. Alejandra García, Diffupar’s brand manager, said the decision to launch a hair care line was prompted by the company’s experience in the distribution of the Klorane brand in the Argentine market. Diffupar stopped distributing Klorane when Pierre Fabre, which owned the brand, discontinued marketing in Argentina five years ago. Herbolane products, available in 250 pharmacies and perfumeries, “have the same international standards, quality and performance of the European firms,” said García.
Back to the February issue.