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Latin Beat: Coty Reinforces Latin American Brand Presence
By: Cristina Kroll
Posted: June 5, 2007, from the June 2007 issue of GCI Magazine.
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As part of its expansion plans for 2007, Brazilian beauty brand Natura launched a portfolio of 300 products in Venezuela. The company already markets 600 products in Brazil—including fragrances, makeup, skin and hair care, deodorants, soaps and shave creams.
Venezuela represents “a country full of investment and growth opportunities” for Natura, according to Anderson Feracini, general manager for Venezuela Natura. Feracini notes that the strategy in the country will go beyond business, because a corporate philosophy that incorporates balance and integration among economic, financial, social and environmental aspects provides the strongest foundation of company growth. “The concepts that envelop our products are agents of social transformation that seek to strengthen a more fair and balanced society that is involved with care for the environment,” said Feracini.
Natura began marketing in Chile in 1982, Argentina and Peru in 1994 and Mexico in 2005. The company also has a presence in Bolivia through a distribution agreement established in 1987, and inaugurated, in 2005, the first world store of the brand, Casa Natura, in Paris.
In September, Inter Parfums will launch fragrances and skin care lines produced under the Quiksilver name, as well as Roxy sun care products, in Uruguay, Peru, Chile and Argentina. The brand will be distributed by Greta, announced the company’s general manager, Renato Saphir. The contract between Quiksilver and Inter Parfums runs through December 2017, a step that Bernard Mariette, president of Quiksilver, considers a new step in the diversification of the company.
Greta also began distribution of Van Cleef & Arpels (Inter Parfums) in Uruguay, Peru, Chile and Argentina in January 2007, and launched products from fashion brand Morgan in Uruguay in April.