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Latin Beat: Beauty Market Grows in South America

By: Cristina Kroll
Posted: April 2, 2008, from the April 2008 issue of GCI Magazine.

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Ebel becomes L’Bel
Peruvian company Ebel Paris was renamed as L’Bel Paris. In a press conference with Argentine beauty editors, Martha Echeverri, the company’s general director, announced that L’Bel Paris is going through a “deep evolution that includes the change in the brand’s name and a series of transformations for all the areas of the firm.” She added that the enterprise is generating new proposals related to the portfolio of the company.

The brand started more than 20 years ago in Peru; currently, as part of international corporation Belcorp, it has developed a strong presence in Bolivia, Chile, Colombia, Costa Rica, Ecuador, El Salvador, Guatemala, Mexico, Peru, Puerto Rico, the Dominican Republic, Venezuela and Argentina.

Aloe Vera Company Expands
Argentine company Naturaloe plans to expand markets in 2008, with Iran and Poland on its immediate radar. The firm, founded in 2002 by Christian Estrada (who studied advertising and publicity at the Art Institute of California), has a presence in Spain, Peru and the Czech Republic. Naturaloe hair care and skin care lines, composed of seven items, are based on aloe vera, and addressing hair loss is its primary marketing claim.

In its expansion quest, the company is looking for new distributors. Currently distributed through the Argentine pharmacy channel, the company seeks to enter the supermarket channel.

Naturaloe operates its own aloe vera cultivation facilities in the San Miguel del Monte province of Buenos Aires, growing the barbadensis miller variety of aloe vera.