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Lorenna, the distributor that represents the Paris Hilton brand in Argentina, organized a special promotion during July and August. When customers purchased the Paris Hilton fragrance at La Parfumerie, they had the chance of becoming “the attractive blonde” for the day by a makeup artist and a stylist. A photographer was on hand to document the transformation. The promotion was part of Lorenna’s drive to reach consumers in a more original and fun way.
Lightened Hair in Buenos Aires
Unilever launched a line for the care of dyed and lightened hair for the Argentinean market under the Dove umbrella. The line, Dove Color Solutions, was presented to the press at Museo Metropolitano. Michael Murphy, considered “one of the most innovative color masters of our time,” according to the company, flew in from New York to preside. There is a great opportunity for products such as these in Argentina because “one of every two women apply color (to their) hair,” said Murphy. The spokesman told the press that the line was created to give women the ability to maintain healthy, bright and silky hair, regardless of it being dyed or lightened.
L’Oréal Firms Up
L’Oréal Paris launched Argentina Body Expertise, a body care line that will be sold through perfumeries and pharmacies. The line includes Perfectfirm, a 24-hour program designed to improve contours; Nutrilift, a body milk for a lifting effect; and Sculpt Up, a cream gel that provides a slimming effect. During the press conference, L’Oréal spokesperson Eleonora Kaplan clarified a key concept: the battle against cellulite requires the combination of good nutrition, physical activity and cosmetic treatments.
Beauty and Fashion Through Chocolate
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The prestigious French brand Lancôme was in charge of makeup for Sofitel Hotel Buenos Aires’ “Haute Couture du Chocolat” event. Guillermo Castelli, exclusive Lancôme makeup artist, developed a trendy yet baroque look, blending textures and colors in harmony with chocolate. At the same time, Diego Irato, pastry chef, and Christopher Rhedon, a professor at the prestigious French school Lenôtre, led a chocolate presentation. Cocktails were developed at Salon Mermoz. Guests enjoyed a classic high tea accompanied by truffles, a variety of pastries and the latest fashions.
SwissJust Argentina organized the race for the wellness SwissJust. The event, in its second year, was in South Costanera—an ecological reserve located by the River Plate in the southern corner of Buenos Aires. The race, organized by Club de Corredores, featured beauty consultants, and also was open to the general public. The funds the event raised were donated to the Hospital de Pediatría “Prof. Dr. Juan P. Garrahan” in Buenos Aires, and other entities. Jorge Wilson, SwissJust Argentina director, said that the race is held in Chile, Argentina, Uruguay, Peru, Colombia, Venezuela and Mexico—all countries where SwissJust America operates. “This activity is part of a global strategy in (the) Americas,” he said.
The End of a Brand
Beauty retailer Marta Harff, which sold skin care lines and makeup, has closed its 40 doors after a legal battle with Argentine Brand Holdings, a firm created by TCW. Harff had sold her company to TCW in 1999, retaining 20% of the enterprise and becoming TCW’s CEO. As the plaintiff in the suit, Harff claimed fraud for simulated contract. Max Factor Disembarked
The Procter & Gamble Company entered Argentina’s upper-mass makeup segment in September with the launch of Max Factor. The brand is represented in Argentina by Diffupar—a distributor that has a portfolio of numerous P&G brands, including Hugo Boss and Lacoste. “The company decided to add (the) Max Factor line because we saw that there is an important (segment) of consumers unsatisfied with the relation price-quality available from the current color offer in the local market,” said Susana Milano, public relations, Diffupar. “The brand (aims) to make beauty more accessible.” The company’s expectations are to make the line the number one color line in the market.