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L’Oréal Taps Argentinean Journalist as New Spokeswoman

From left, the local face of L’Oréal Paris’ Revitalift antiaging product, Argentinean television journalist María Laura Santillán, with L’Oréal Paris’ Eleonora Kaplan.

By: Cristina Kroll
Posted: November 9, 2009, from the November 2009 issue of GCI Magazine.

L’Oréal Paris has selected the prestigious Argentinean television journalist María Laura Santillán to be the local face of its Revitalift antiaging product. “This is the first time a local personality has been chosen to represent a product in the Dermo-Expertise skin care line—at the international level, Hollywood actress Andie McDowell is the face of Revitalift campaigns,” Eleonora Kaplan, responsible for L’Oréal Paris’ Argentine public relations, told GCI magazine. The campaign was introduced during an event for industry media and special guests.

At the same event, Dominique Marceau was presented as the new general director of the consumer products division of L’Oréal Argentina, which is responsible for the L’Oréal Paris, Maybelline NY and Garnier brands. Marceau, who replaces Julio Quiroga, overseen L’Oréal operations in Morocco, Spain and Italy.

Pierre Fabre Resort/ Spa Launch

As part of its strategy to introduce additions to the Cellu/Reverse by Elancyl line, French company Pierre Fabre aligned with another luxury brand, Starwood Hotels, and organized a special trip for the most renowned Argentine beauty editors to Sheraton Iguazú Resort & Spa’s Seda Pool & Spa, located in Argentina’s Misiones province. This product is designed to address cellulite in the waist and stomach areas, with a formula based on Szechuan pepper. Seda Pool & Spa offers exclusive beauty treatments based on raw materials from the Misiones province, which are applied in an ideal context for relaxation, with the Iguazú waterfalls as scenery.

Issue Group’s Sales Up

Argentine beauty company Issue Group—marketer of the Denney, Neva Hills and Issue brands and considered a leader in hair coloring products—reported sales of more than $13 million during the first half of 2009. Revenue grew 17.8% in local currency, and the number of units sold grew 5.4%, in comparison to the same period in 2008. According to Marcelo Rubaja, CEO of Issue Group, “The firm expects to exceed the 80 million units sold in 2009.”

In exported units, the company reported an increase of 3% over the same period in 2008. Issue Group exports to 29 countries—including Cuba, Australia, Chile, Brazil, Paraguay, the U.S., Uruguay and Mexico. It also operates subsidiaries in Mexico, Brazil and Uruguay.

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