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In November, P&G presented its Head & Shoulders Loss Protection hair care line at a Buenos Aires event for beauty editors that included an exclusive dinner show, Madero Tango. The concept of the presentation was based on the strength and passion of tango, where dancers, singers and acrobats offered a spectacular performance. The collection was introduced simultaneously to Argentine and Colombian consumers in October, and hit shelves in Mexico in August and in Chile in September. “Next, the company will take the line to Peru and Venezuela, among other countries of Latin America,” Lisandro Luppi, P&G’s Argentina commercial manager, told GCI magazine.
Hypermarcas, one of the largest consumer goods companies in Brazil, announced its revenues grew 39% in the third quarter of 2008 compared to the same period in 2007. The personal care segment accounted for 24% of total revenues. According to a report from the retailer, “The operating results reflect the [impact] of Hypermarcas’ growth strategy of expanding its businesses through the acquisition of companies and brands and substantial investments on marketing and launch of new products.” The company acquired Ceil Comércio e Distribuidora Ltda, Brazil’s Revlon subsidiary, for nearly $70 million in July 2007.
Argentine retailer Rouge opened a new point of sale in Argentina’s Neuquén province in November as part of its planned expansion toward capturing a greater share of the Argentine luxury market. Rouge, one of the most important cosmetic and fragrance chains in Argentina, will also inaugurate four additional stores (in the city of Trelew, in the Chubut province, in the city of Rosario and in the Santa Fe province) in the short term. Currently, Rouge operates 21 stores in the Buenos Aires province, and its shelves feature—among other brands—Biotherm, Clinique, Estée Lauder, Givenchy, Kenzo, Sisley, Lancôme, Guerlain, Orlane, Clarins, Helena Rubinstein, Thierry Mugler and the exclusive Creme de La Mer.
According to Avon’s third quarter 2008 results, revenues in Venezuela increased nearly 40%, followed by Brazil, the company’s largest market, which grew more than 30%, and Mexico posted growth of nearly 10%. Avon’s income in Latin America grew 19.4% during the quarter, and its beauty category grew 15% worldwide during the same period in 2007. Avon’s total revenues increased 13% during the third quarter of 2008.
Christian Dior’s new fragrance, Dior Homme Sport, was presented during an exclusive polo event in November at the Jockey Club, located in San Isidro (Buenos Aires province), Argentina. Held in conjunction with a polo tournament benefiting the Nuestra Señora del Pilar Home, a Catholic charity, the fragrances’s slogan—“I know who I am, I know what I want, I know where I am; the game is won”—provided a direct connection with the competition on the polo grounds.