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L’Oréal Taps Argentinean Journalist as New Spokeswoman

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

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

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According to a market report from Kitelab and presented Aptar B&H Latin America, women in Argentina prefer bottle samples for fragrances, “since they imply a complete sensorial experience.”

The Role of Sampling in the Fragrance Category report focuses on the value consumers give to samples and consumer habits with regard to fragrances. “The samples [create] recognition of the brand in consumers, generating a link between them and brand or product,” said Lila Guerrero, president of Kitelab. “Samples are highly appreciated by consumers, and provide a first experience of the product.”

The report also noted Argentine women frequently own multiple fragrances, that they buy these products for themselves or their loved ones, and that they alternate between fragrances according to the occasion, their state of mind and the cost of the fragrance. The research concluded that samples have a key role at the moment the consumer decides to buy a fragrance, and that there’s a general predisposition to try and incorporate new products and to acquire larger sizes.

Cristina Kroll is a business journalist specializing in the beauty sector and living in Buenos Aires, Argentina. She has written for the main Argentine magazines related to the beauty business, and was a correspondent for French magazine Beauty Business News.