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Latin Beat: Colombian Fragrance Association Joins IFRA

By: Cristina Kroll
Posted: August 5, 2008, from the August 2008 issue of GCI Magazine.

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Peru-based Romero Group’s Alicorp interest acquired Argentine company The Value Brand (TVB), which produces and markets beauty brands such as Plusbelle—which, according to a 2007 report from AC Nielsen, represents more than 25% of the hair care market share in Argentina. The transaction was valued at $65 million.

TVB operated three plants in Argentina and two personal care and home care divisions for more than a decade. In addition to the Argentine market, it also served the markets of Chile, Paraguay, Peru and Uruguay. “TVB is the third most important company for personal and home care in Argentina,” said Leslie Pierce, general manager, Alicorp.

TVB achieved sales of $98.4 million in 2007, and grew an average of 6.5% per year since 2003. This is a strategic acquisition for Alicorp, and is expected to contribute to the expansion of its businesses in Latin America—as well as in the introduction of Peruvian brands to the Argentine beauty market.

Dior Launches Three Products in Argentina

LVMH introduced three product additions to Christian Dior’s Backstage line at an event in Tattersall Hall, located in the Palermo neighborhood of Buenos Aires. The company presented Diorkiss—a collection comprising lip gloss, mascara and false eyelashes—from the Backstage 2008 line. Dior’s Argentinean makeup artist Leandro Damario told GCI magazine that Backstage, which launched two years ago, emphasizes that “Dior is a fashion brand.” Damario recently assumed the position of director of training of Latin America for the Dior makeup Pro Team. He arrived at the Buenos Aires event after overseeing the makeup of actresses Sharon Stone and Monica Bellucci, and others, at the Cannes International Film Festival. Damario reported that false eyelashes, red lips and translucent foundations were the prevalent trend at Cannes.

L’Bel Paris Increases Presence in Latin American

L´Bel Paris reached the province of Mendoza in Argentina in May as part of an expansion plan for the local market. The brand specializes in beauty treatments and fragrances, and presented its portfolio in the Park Hyatt Hotel, Mendoza City. L’Bel, owned by the Belcorp Group, was created more than 20 years ago in Peru, and first entered the Argentine market in 2005. Currently, the brand markets in Buenos Aires, Santa Fe, Entre Ríos, Córdoba and Mendoza, and has a strong presence in Bolivia, Chile, Colombia, Costa Rica, Ecuador, El Salvador, Guatemala, Mexico, Peru, Puerto Rico, the Dominican Republic and Venezuela.