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Latin Beat: Belcorp Enters Argentina

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

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Helena Rubinstein inaugurated its new stand design in Paseo Alcorta Shopping Center in Argentina. The work of prestigious interior architect Andree Putman, the stand is both modern and avant-garde. One of the distinctive characteristics of the 8.4-square-meter structure is the use of the LED lighting system. Putman defines it as “a construction game” where circular and square shapes are combined. Helena Rubinstein makeup artist Sebastián Correa received his friends and fans of the brand, including local celebrities, at the opening. Portfolio Expansion

The Brazilian Bright Star Group that arrived in Argentina in 2005 continues to add fragrance licenses that were formerly held by other companies. Since January 1, two new international brands—Issey Miyake and Jean Paul Gaultier of Beauté Prestige International (BPI)—were added to the company portfolio. Previously, these were in the hands of Spanish Puig Group.

“With these licenses, the firm consolidates in the Argentine market as one of the biggest players in the beauty business, with three of its brands positioned in the top 10 of most sold fragrances,” said Jorge Godoy, Bright Star Group Argentina commercial director. “The incorporation of these exclusive brands to our portfolio is a clear reflection of the growth that we have experienced since our arrival in the country,” affirmed Godoy.

Bright Star Group arrived in Argentina as the distributor of Calvin Klein fragrances, a brand that until that moment was under the umbrella of the Argentine distributor Diffupar. A year later, the enterprise added Animale Parfums, Everlast, Chloé, Lagerfeld and Cerruti brands. In Latin America, Bright Star Group operates in Brazil, Paraguay and Argentina, and employs more than 450 people. It is one of the largest players in the beauty business and has 60% of the Brazilian market share. “The development of the company’s business in the region is based on the strong relations established with multinational companies,” remarked Godoy.

Brazilian Purchase

The French group Pierre Fabre acquired 70% of Brazilian company Darrow Laboratorios, owned by the Duarte family, which had registered sales of $10 million in 2005. Although the company did not post the total amount of this operation, it announced that it will invest $25 million in Brazil within four years. According to the company, the acquired laboratory will permit it to consolidate the position of Pierre Fabre in Brazil and the southern region of Latin America. It also will allow Pierre Fabre to develop its own dermocosmetic products in this country and at the same time take advantage of the local industrial platform to export a percentage of its production. A Pierre Fabre spokeperson said, “For many years, Pierre Fabre has been looking for a Brazilian player that could also be an engine in its development in South America.”