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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.

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Through this move, the company added 23 points of sale to the 110 that it operates in the Buenos Aires, Córdoba, San Luis, Entre Ríos, Misiones, Chaco and Salta provinces.

“The company will invest $11 million to improve the infrastructure and the services of these doors,” Guillermo Bustos, president of Farmacity, told GCI magazine.

Peruvian Alicorp Announces Expansion Plans

Peru-based Alicorp, which had purchased the Argentine company The Value Brand in 2008, announced plans to continue acquiring companies in Latin America. During a press conference held in Buenos Aires in March, Leslie Pierce, Alicorp’s general manager, told journalists that the company expects global sales of $2 billion by 2015. Alicorp, which is part of the Peruvian Romero Group, posted global sales of $1.2 billion in 2008.

During the conference, Pierce also officially announced the change of The Value Brand name to Alicorp. In Argentina, the firm markets both personal and home care products—including beauty brand Plusbelle, which, according to a 2007 Nielsen report, held more than a 25% share of the hair care market in Argentina. In fact, the report notes that Argentina is one of Latin America’s major consumers of shampoo, and, according to the report quoted by Pierce, the country posted consumption of 1.45 liters of shampoo per capita—just behind Mexico and Brazil.

Lancôme Promotes Product in Buenos Aires

Lancôme created a promotional program in Buenos Aires in which consumers who purchased the Lotus Splendor duet of shadows and lip gloss, part of the brand’s new autumn/winter collection Ônyx Splendor, received two tickets for the premier of the film Confessions of a Shopaholic. The movie was chosen for its retail and fashion themes.

Men’s Line Expands