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Colgate Sales Up 22.5% in Latin America

One of the polo teams that participated in the polo event sponsored by L’Oréal’s Men Expert brand.

By: Cristina Kroll
Posted: May 4, 2010, from the May 2010 issue of GCI Magazine.

Colgate’s sales in Latin America grew 22.5% in 2009, led by Brazil and Colombia. Colgate continues building its strong leadership in oral care throughout Latin America, with its regional toothpaste market share at a record high of 78.7% in 2009, driven by market share gains in nearly every Latin American country.

Colgate’s share of the global toothpaste market strengthened to 45.1% in 2009, led by share gains in (among other markets) Mexico, Brazil and Venezuela.

Argentine Issue Group to Expand

Argentine-based Issue Group announced it will strengthen its presence in Latin America, where it already has subsidiaries in Uruguay, Brazil and Mexico.

“The company signed an agreement with international company GA.MA to distribute products in Colombia and Venezuela in 2010,” Antonio Cao, CEO, told GCI magazine. The company also operates through distributors in Bolivia, Paraguay, Ecuador, Peru, Chile and Costa Rica. Issue Group is a leader in sales of hair color products in Argentina, holding 21% of the market share. Denney Color District, a hair coloring line positioned for a higher-end market, is among its most recent successful launches.

L’Oréal’s Polo Event

As part of a strategy to position its Men Expert brand, L’Oréal participated in the International Polo Tournament El Paraíso Open Door, which was held in Buenos Aires March 5. Local celebrities and beauty editors joined the exclusive sporting event, which included activities such as exhibitions, cocktails and prize giveaways.