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.
Parlux grows in Argentina
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.”
Another non-Parlux brand that the company introduced recently in the Argentine market was Agent Provocateur by the French company Selective Beauty. Pagés estimates that by the end of 2006, 60% of Lorenna’s portfolio will be composed of Parlux brands.
According to Pagés, he started Lorenna because, “Argentina is a key market in the region, the citizens are habitual consumers of fragrances and they are not married to any brand.” The manager adds another characteristic from the Argentine market: The perfumery retail is similar to the one in the Spanish and the Italian markets. He observed that the public have not yet become fans of department stores.
Argentina Inaugurates Perfubayres
Perfubayres 2006 was held at the Costa Salguero event complex in Buenos Aires from April 7–9. It was “a specific event of perfumery and cosmetics” according to GYB, organizing company. Julio Belleze, GYB general manager, said that the objective is to create a business atmosphere, and contacts with perfumeries, pharmacies and self-service retail buyers.”
Sponsored by Nippon Perfumerías, the most remarkable firms were Unilever, Johnson & Johnson, Beiersdorf, Alberto Culver, Colgate Palmolive and L´Oréal. Categories exhibited were dermocosmetic, perfumery, hair care, personal care, infant hygiene and accessories. “The Perfumery and the Cosmetic, Competitive Scenes” was the name of the training seminar offered to visitors. Under this umbrella, many meetings were celebrated—including “Trends of the Retail Market,” by José Ignacio Amodei, category solution manager of Johnson & Johnson; and “News in the Pharmacy and Perfumery Channel in the Skin Care Market,” by María Laura Rossi, product manager of the skin care category of Unilever. The organizer was satisfied with this event, estimating that 4,500 visitors attended the meeting. For this reason, it is thinking about the next fair.
Strong retail development
Investment in retail is promising in Argentina, so much so that the country is attracting overseas investments. Chilean department store Falabella inaugurated its first point-of-sale in Buenos Aires, in December 2005. Its beauty department is 800 m2, and carries brands including Lancôme, Revlon, Helena Rubinstein, Biotherm, Clinique, Nivea, Youthful, Estée Lauder and more.
On April 15, Juleriaque perfumery chain opened its first point-of-sale in Buenos Aires. Company executives detailed the firm’s business plan for GCI magazine. The brand added new points of sale during May on Florida Street in Buenos Aires and in Abasto Shopping Buenos Aires. And during August, Juleriaque will inaugurate a new door in the city of Mar del Plata, located in Buenos Aires province. Another company with plans to disembark in the country is Chilean Tiendas Paris, set to arrive in 2006 at Unicenter shopping (Buenos Aires province), according to Cencosud plans. The company projects to open between seven and nine doors in Argentina within the next four years.
Bright Star to advance in market
Brazilian company Bright Star, the official distributor of Rothenberg & Rothenberg, rolled out in Argentina on January 1, 2005. “The market situation in Argentina has improved remarkably, and this was one of the reasons that made the company decide to enter the country,” said commercial director Jorge Godoy. “Our main challenge is to establish a strong relationship with main retailers.”
The company began by representing Calvin Klein in Argentina, although it is determined to add more brands in the future. For this reason it is important to take into account the group of brands that belong to Bright Star in Brazil. The company’s portfolio in that country includes Calvin Klein, Hugo Boss, Rochas, Jean Paul Gaultier and Clarins (RR); Valentino, Yardley, 4711, Paul Smith and Chantal Thomass (Passion); and Zirh and La Prairie (Delfos).
Meanwhile Godoy confirmed to GCI magazine that during April the company launched several lines in Argentina—including Animale and Azul (Animale Group); Everlast (Everlast); Chloe, Lagerfeld and Cerutti brands (Coty). The executive said, “We are present with our products in approximately 200 points-of-sale, as well as mass and semi-selective.”
HR in the Russian embassy
Russian dances, borsht and vodka set the stage when Helena Rubinstein introduced Tsarine, its autumn/winter collection 2006, at the Russia Embassy in Argentina. The Russian ambassador Yuri Korchagin, who welcomed attendees with his wife, thanked L´Oréal for having chosen the embassy for the launch of this new collection because he considered the event a friendship act among Russia, Argentina and France. Meanwhile, Sebastián Correa, makeup artist, interpreted the collection on Argentine model Yamila Pilo, who was dressed as a tsarina.
Tsarine evokes the image of an imperial woman, with empress clothes, and heavy and elegant stitches. The look was created by Charlotte Tilbury, creative director of Helena Rubinstein makeup. The makeup is inspired by the jewelry world, and the most remarkable of the products evokes a precious art object belonging to a limited collection.
Wines & Rouge together
Latin American direct seller Belcorp was the main sponsor of “Wines & Rouge,” a local fair created for women and organized by the National Wine Institute and global advertising agency J.Walter Thompson, celebrated March 30–31 at Tribuna Plaza in Buenos Aires. Belcorp introduced Désafiânce, “a revolutionary treatment cosmetic for the maintenance of the youth of the face with an ultra lift effect.”
The cosmetic firm decided to be the main sponsor of “Wines & Rouge” due to the fact that this event targeted women. Boutique wineries and other important cosmetic brands such as La Prairie and Lancôme were present. Belcorp invited Valerie Godard, manager Espace Beauté for Belcorp International. Godard offered a conference about new cosmetic technologies developed in France that are becoming an alternative to surgery.
During the event, specialized consultants gave personalized advice about the way to maintain young and healthy skin. For this reason, 80 square meters were available to try the exhibited products. “We are very satisfied with the results; the event was very productive,” said Silvia García, education chief of Ebel Argentina. The executive affirmed that there were many visitors who got in touch with the products for the first time and they turned into sales representatives of the firm.