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Editor’s note: GCI welcomes Cristina Kroll, of Buenos Aires, as a regular columnist. In the tradition of “Live From New York” and “London Glam,” Cristina reports on industry news and events from Latin America.
L´Oréal launched its Hypnôse fragrance by Lancôme in Argentina. Myrna Polotnianka, press manager, told GCI magazine that the company is organizing “smelling workshops,” led by Bernardo Conti, Latin American manager of olfactory training for the Firmenich Group. “The objective is to introduce the Argentine beauty editors to the fragrance world in order to make them know deeply the process of creation of this type of product,” said Polotnianka.
The fragrance is being pushed in Argentina through an important media campaign that was introduced with a strong image in point-of-sale materials. The scent, characterized as a woody oriental, is targeted to young consumers, and its advertising campaign, starring the fresh model Daria Werbowy, was designed for them.
In December 2005, Lorenna became the newest fragrance distributor in Argentina. Mario Pagés, formerly with the U.S. fragrance company Parlux and in charge of the development of international business in Fort Lauderdale, now is leading this new operation in Argentina. He spoke recently with GCI magazine.
Lorenna represents Parlux brands Paris Hilton, Maria Sharapova, Guess, Perry Ellis and XOXO, and its goal is to reach 60 points of sale in the country. Pagés said Lorenna is slowly is adding fragrances from other companies. “The firm is launching the second non-Parlux brand, called Lotto, by Weruska & Joel,” he said. The brand is associated with the sport world, and Pagés is very enthusiastic about the brand because “Argentina is a very sportive country.”