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Latin Beat: Paris Hilton for a Day

By: Cristina Kroll
Posted: August 29, 2008, from the October 2006 issue of GCI Magazine.

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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

in Argentina

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.