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Russian Embassy Hosts Launch

By: Cristina Kroll
Posted: October 14, 2008, from the June 2006 issue of GCI Magazine.

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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.