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Latin Beat: Revlon Sells Its Non-core Brazilian Brands

Cristina Kroll

In July, Revlon sold its Brazilian subsidiary, Ceil Comercio E Distribuidora Ltda., to Hypermarcas—a Brazilian diversified consumer products corporation. The $104 million cash sale included non-core Revlon Brazilian brands—notably Bozzano, a men’s hair care and shaving brand. Revlon brand color cosmetics will continue to be marketed in Brazil

through the company’s current third-party distributor, according to a press release. Revlon expects net proceeds, after payment of taxes and transaction costs, to be approximately $94 million, and it is currently evaluating the most appropriate use of the profits from the transaction.

Avon Most Recognized C&T Brand in Latin American

Avon is the most recognized cosmetics and toiletries brand in Latin America, according to a report from Latin Panel. The American direct-seller was recognized by 25% of the 9,000 consumers surveyed. Rexona (Unilever) was ranked second with 11%, while Dove (Unilever) achieved 8%. Lux (Unilever) and Palmolive (Colgate) share the fifth position with 4%, respectively. Furthermore, 90% of those surveyed felt that cosmetics and toiletries are one of the three most important personal expenses, along with food and cleaning products. Cities in the survey included Rio de Janeiro, São Paulo, Mexico DF, Buenos Aires, Bogota, Caracas, Santiago de Chile, Lima, Quito and La Paz.

Retailer Expands

Argentine retailer Universo Garden Angels will open new points of sale and beauty spas in Argentina, Uruguay, Mexico, Venezuela, Paraguay and Bolivia. The company will also open its first Middle East locations with two doors in Saudi Arabia.

Master points of sale recently opened in the Mexican city of Querétaro, and locations in Caracas, Venezuela, and Paraguay are scheduled to open in September 2009. In Argentina, where the company operates 12 points of sale and licenses 10 franchises, five additional locations are slated. “The idea of this model of spas is to create single urban spaces where people can find everything to relax,” Mónica Verdier, the company’s president, told GCI magazine. The company is currently established in Chile, Ecuador, Puerto Rico, Uruguay and Venezuela—where it markets more than 500 products.

Beiersdorf’s Sales Grow

German brand-owner Beiersdorf announced a consumer sales growth of 25.3% in Latin America during the first half of 2008, in comparison to the same period in 2007. Argentina and Venezuela recorded sales growth of 50.2% and 45.9%, respectively, and the key markets of Brazil presented a 25.3% growth and Mexico 19.4%. Nivea brand deodorant, Nivea for Men and the Eucerin brand showed especially good performance in the region, according to Beiersdorf’s results. Latin America is expected to continue “significant increase in growth,” sources from the company stated. Overall, Beiersdorf reported group sales growth of 11.5% for the first half of 2008.

Andrómaco Offers New Line

Argentine company Andrómaco launched the Aveno line of skin and hair care products, featuring oats as the main ingredient. Johnson & Johnson was not able to register its Aveeno brand in the country because Aveno brand had been registered by original brand-owner Szama.

Andrómaco has more than 50 products on the Argentine pharmaceutical market, and it has demonstrated sustained growth over the last two years—with $65 million in sales in 2007. Eighty-four percent of the company’s sales are generated from its dermatology division. Meeting on Cosmetic Regulation The Summit of Sanitary Authorities of Latin America was held September 24–26 in São Paulo, Brazil.

“The main focus of the Summit of Sanitary Authorities of Latin America is the harmonization of procedures,” Joâo Carlos Basílio da Silva, president of the Brazilian Personal Hygiene, Perfumery and Cosmetics Industries Association (ABIHPEC) and the Council of Associations of the Cosmetic Industry of Latin America (CASIC), told GCI magazine. “We need to simplify bureaucratic procedures and collaborate with the regulators to become stronger in monitoring beauty product safety.”

U.S.-based Personal Care Products Council also participated in the meeting.

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