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Latin Beat: Brazilian Cosmetics Exports on Top

By: Cristina Kroll
Posted: November 14, 2008, from the November 2008 issue of GCI Magazine.

Beiersdorf Argentina’s “Nivea Music Truck” event was designed to boost brand recognition by teenagers in Buenos Aires.

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Hypermarcas, one of the largest Brazilian consumer goods companies, announced the acquisition of Niasi, a traditional Brazilian cosmetics manufacturer and marketer that holds a leading position in the hair care, nail polish and perfume sectors. Hypermarcas will pay more than $188 million to purchase Niasi. With this move, Hypermarcas enters the hair coloring and nail polish market and strengthens its cosmetics line.

Hypermarcas is currently active in hygiene and cleaning, beauty and personal care, food, and OTC products. Niasi has been one of the largest cosmetics corporations in Brazil, manufacturing and commercializing approximately 150 million units across 70 items—including the brands Risqué (nail care) and Biocolor, a hair coloring product. In 2007, Niasi reported more than $112 million in net revenues.

Natura Promotes Art and the Environment

Brazilian direct seller Natura organized an art exhibition featuring designs made of recyclable waste on September 11 in Argentina’s Museum of Latin American Art of Buenos Aires (MALBA). Architecture and design students created masks, ornaments, tables and other objects, under the direction of artists Alejandro Sarmiento and Luján Cambariere. Titled “The Celebration,” the event marked the third consecutive year that Natura has invited the community to experiment and reflect on environmental care. In this way, the company helps promote its environmental initiatives. The 2007 theme, which centered around toys created from refuse, have now reached The Museum of Modern Art in New York and museums in Tokyo.

Cristina kroll is a business journalist specializing in the beauty sector and living in Buenos Aires, Argentina. She has written for the main Argentine magazines related to the beauty business, and was a correspondent for French magazine Beauty Business News.