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Latin Beat: L´Oréal Kids Helping Nature

By: Cristina Kroll
Posted: September 5, 2008, from the August 2006 issue of GCI Magazine.

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L’Oréal launched Redken 5th Avenue NYC in Buenos Aires with a party at Crobar, an important international nightclub. Oscar Roho’s hair artist team participated in the hair creations. The brand intends to develop a strategic relationship with Argentina beauty professionals via training programs created to spread talent and artistic inspiration of the hairdressers.

More Kenzo in Buenos Aires

The Four Seasons hotel in Buenos Aires strengthened its agreement with Kenzo brand, adding two new options for guests of the hotel. The company’s massage product has been specially developed for spas. According to a Kenzo spokeperson, the Kenzo-Four Seasons products are only available in Buenos Aires, Argentina; Carmelo, Uruguay; and Tokyo.

Reading at the Salon

The Argentine Education, Science and Technology Ministry recently launched the “While you wait, do not wait to read” campaign, with sponsorship from beauty company Silkey Mundial. The program will deliver 700,000 books to hair salons in Argentinia under an initiative to promote reading at public places such as hospitals, tourist centers and bus stations. During the campaign introduction, Mauricio Wacht, president, Silkey Mundial; Víctor Rubenoff, hair artist; Alejandro Dolina, writer; and Cristina Banegas, actress, were present.

Issue Exports to U.S.

Argentine manufacturer Issue Group, which specializes in hair care, launched in the United States. The company, which sells more than 10 million units every month, arrived in the United States via Issue Group USA Co. “With our arrival to the United States, Issue Group consolidates is strategic position in the global cosmetic market,” said Roberto Hlace, general manager, Issue. The company currently exports to almost all of Latin America, Spain, Italy, the Middle East, South Africa, Turkey and Angola.