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Latin Beat: Victoria´s Secret Beauty Launches in Argentina

By: Cristina Kroll
Posted: April 30, 2009, from the May 2009 issue of GCI Magazine.

Limited Brands has introduced Victoria’s Secret Beauty cosmetic line in Argentina. Through an agreement with distributor Interbaires, the products are sold exclusively in duty-free shops in Buenos Aires airports. “We began retailing the brand in the International Airport of Ezeiza in February 2009 and arrived in the Jorge Newbery Airport in March,” Mariaé Caballero, marketing manager of Victoria’s Secret Beauty, told GCI magazine. “After a study of these [retail channels], we realized our brand had a great opportunity in this market, due to the accessible prices of our products.”

According to Caballero—who also handles the brand in Mexico, Brazil, and the Caribbean and Asian markets—“is likely that the brand will expand its portfolio in Argentina.” The brand, already available in Brazil and Mexico, is also scheduled for launch in the Uruguayan market.

Mexican Genomma Lab to Open Brazilian Subsidiary

Genomma Lab Internacional, a Mexican over-the-counter pharmaceuticals and personal care products company, will launch in Brazil in August 2009 as part of its Latin American expansion plan. The company opened its Argentine branch in 2007—and, according to Máximo Juda, president of the company in Argentina and Brazil, these moves are part of an international strategy.

“In 2009, the company began making monthly introductions in Argentina, which is a huge challenge in a competitive local market,” said Juda. Globally, the company operates in more than 30 countries—including Chile, Ecuador, Colombia, Peru, Spain, China and India. Its portfolio includes more than 90 products across 33 brand lines—including cleansing line Asepxia, body care line Goicoechea and the Silk exfoliating line.

Farmacity Expands in Argentina

Farmacity, Argentina’s largest pharmacy/perfumery retailer, acquired Mitre and Del Águila—two traditional pharmacy chains based in the country’s Mendoza province, in March. With the acquisition, Farmacity will control 15% of the pharmaceutical market in Mendoza.