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Latin Beat: Import Activity in South America

By: Cristina Kroll
Posted: August 28, 2008, from the April 2007 issue of GCI Magazine.

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“This improvement was based on successful launchings of new products in (Revlon’s) cosmetics lines, as well as Charlie, Nate Naturals and Pink Happiness fragrances” said Van Zandweghe. The company stated that development of new products will continue, and support of its brands during 2007 will follow the consolidation trend begun in 2006. Van Zandweghe highlighted the fact that the company will invest approximately $1 million in 2007 toward introducing a new fragrance created through local development and manufacturing.

Strong Competence in Retail

The Chilean Cencosud group bought an American movie theater located in Buenos Aires, Argentina, to build its first point of sale under the umbrella Almacenes Paris. The retailer has a large focus on beauty products, and the new location marks the brand’s launch in Argentina; it operates 21 stores in Chile that post a cumulative turnover of $500 million. In the context of the increased competition in the retail market, the Chilean department store Falabella opened its first point of sale in downtown Buenos Aires City in late 2005. The company, which debuted in the country in 1995, had already been operating other doors in Argentina, but had not previously been involved with mass retailing.

Cosmetic Sales Growing Through Consumer Push

According to ACNielsen, sales in the personal care and toiletries categories grew 10% during 2006 in Argentina. The report describes the performance of 14 categories of beauty products retailed in supermarkets, kiosks, pharmacies, perfumeries and other specialized point of sales. The largest increase was posted by the toiletries categories, which showed growth of 12%. ACNielsen also concluded that body deodorants, body and hand creams, shaving creams and foam and toothbrushes were the highest selling products.