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Latin Beat: Belcorp Enters Argentina

By: Cristina Kroll
Posted: February 20, 2007

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Miguel Alvarez assumed the position of general director of Belcorp for Argentina and Chile Jan. 1, 2006. He replaced Teullet who became general manager of Belcorp Puerto Rico and Dominican Republic.

New Global Look

Helena Rubinstein inaugurated its new stand design in Paseo Alcorta Shopping Center in Argentina. The work of prestigious interior architect Andree Putman, the stand is both modern and avant-garde. One of the distinctive characteristics of the 8.4-square-meter structure is the use of the LED lighting system. Putman defines it as “a construction game” where circular and square shapes are combined.

Helena Rubinstein makeup artist Sebastián Correa received his friends and fans of the brand, including local celebrities, at the opening.

Portfolio Expansion

The Brazilian Bright Star Group that arrived in Argentina in 2005 continues to add fragrance licenses that were formerly held by other companies. Since January 1, two new international brands—Issey Miyake and Jean Paul Gaultier of Beauté Prestige International (BPI)—were added to the company portfolio. Previously, these were in the hands of Spanish Puig Group.

“With these licenses, the firm consolidates in the Argentine market as one of the biggest players in the beauty business, with three of its brands positioned in the top 10 of most sold fragrances,” said Jorge Godoy, Bright Star Group Argentina commercial director.