Tap Into Business Solutions! This is just part of the article. Want the complete story, plus a host of other brand-boosting articles to make your job easier? Sign up!
Arnaud Beauduin, marketing director, YSL Beauté Miami, was in Argentina to introduce the latest YSL fragrance, L’Homme Yves Saint Laurent. Beauduin told GCI magazine that the launches across Latin America were nearly simultaneous. The fragrance hit the shelves in Brazil, Colombia, Venezuela, Argentina and Chile in November. Mexico was the only exception. Due to a change of distributor (Clarins replaced Versailles in July 2006), the fragrance will be available in Mexico in 2007.
Beauduin, who has been in his current position for the past year, talked about the challenges in the region. “Today, everybody believes that Latin America is like Asia,” said Beauduin. “However, I think that this concept is wrong. In Latin America, there is a 10w GDP per capita, which (means) a lot of people (are) not able to afford an expensive perfume.” In short, the growth of Latin American is much slower than growth in Asia.
L’Oréal’s luxury products division is working hard on the Viktor & Rolf brand in Latin America. In early 2006, the brand was only available in Mexico, where it is sold at six points of sale. Viktor & Rolf arrived in Brazil in September, in Chile in October and in Argentina in November. The Flowerbomb fragrance was the first product in the launch, and the objective was to maintain exclusivity by only offering the fragrance in unique doors. According to a L’Oréal spokesperson “imagination, bravery, creativity, international environment” are all concepts shared by L’Oréal and Viktor & Rolf. A vision is expressed through the brand’s fragrances. For this reason, L’Oréal supports Viktor & Rolf’s “cosmovision” in the development of the brand.
Want the rest of the story? Simply sign up. It’s easy. Plus, it only takes 1 minute and it’s free!
Brazilian direct-seller Natura has established a regional launch strategy. Last December, Venezuela welcomed the cosmetics brand, and the next Latin American country where the organization will roll out is Colombia. As part of its expansion program, Natura has opened a facility in Campinas City in the state of São Paulo. The center, inaugurated in September, offers the brand’s sales consultants a place to develop their activities and attend classes on sales techniques and launches. The company also opened a facility in Mexico last year, and plans to open a facility in Argentina in 2007.