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Latin Beat: Belcorp Enters Argentina

By: Cristina Kroll
Posted: February 20, 2007

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The National Administration of Drugs, Foods and Medical Technology (ANMAT) launched a forum on the Internet with the objective of putting all the sanitary authorities in the region that regulate cosmetic topics in touch with each other. This initiative originated at the ninth gathering of Sanitary Authorities of the Americas in Cartagena de Indias, Colombia, in June 2006. Present at the event were representatives from Brazil, Nicaragua, Costa Rica, Guatemala, Dominican Republic, El Salvador, Uruguay, Cuba, Honduras, Bolivia, Mexico, Peru, Chile, Ecuador, Venezuela, Colombia and the countries of the Andean Community. There is a proposal to harmonize the rules in the cosmetic area, such as the coordination of the Good Manufacturing Practices (GMP).

Super Luxury Battle

The Argentine distributor Caimexpro is enthusiastic about the growing perspective in the local market. The company distributes Sisley brand and has consolidated its position in front of other luxury brands. According to Esther Castrogiovanni, general director of Caimexpro, the strength that the brand has acquired is based on the way that the firm faced the difficulties brought on by the devaluation of the local currency in 2001.

Starting in 2007 the company plans almost 10 launches between treatment lines and makeup. At the same time, the firm had a remarkable introduction during 2006 when it presented Soir de Lune, its second female fragrance in 15 years. In 2007, the brand plans to disembark in new points-of-sale that include the big stores being opened in Argentina.

South American Reorganization

After Argentine general manager Agustín Trovatto left Puig, the Spanish group decided to rebuild its organization in southern Latin America. Now the responsibility of leading the Argentine branch is shared by Pedro Escudero, in charge of mass unit business, Cristóbal Flores, who conducts the prestige market of Chile and Argentina, and Miguel Mucci who manages the financial area. At the same time, it is important to say that Argentina now is part of the Latin South region formed by Brazil, Argentina, Chile and Peru.

In Argentina, the focus will be on the mass-market. In fact, according to Escudero, the target plan is to double sales in the next three years. In this context, the firm recently has launched Antonio Banderas fragrance, for a consumer who looks for a quality perfume at a lower price.

Emergent Countries Targeted