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L’Oréal Acquires Vogue Cosmetics

By: Cristina Kroll
Posted: December 21, 2012, from the January 2013 issue of GCI Magazine.

L’Oréal signed a contract for the acquisition of Colombian makeup brand Vogue from its shareholders, according to an October 2012 press release. “The brand represents development opportunities outside of Colombia, particularly in Ecuador and Peru,” said Alexandre Popoff, L’Oréal’s executive vice-president of Latin America.

In Colombia, Vogue is the leader in mass-market makeup, with sales of approximately $38 million in 2011. In its press release, L’Oréal also noted that 2011 sales of Vogue outside Colombia grew by 21% over 2010, and sales outside of Colombia also increased to 12% of the total sales.

The move follows L’Oréal’s June 2011 $38 million investment to build a hair color production facility in San Luis Potosí, Mexico—the company’s largest such facility—which opened in mid-December 2012.

In other LA market moves for L’Oréal, Valentín González was named leader of the active cosmetics unit of its Argentine subsidiary, which includes the La Roche-Posay and Vichy brands. González has headed, and will continue to head, the regional luxury unit for the past 12 years.

In November 2012, the luxury division celebrated the first anniversary of its brand Yves Saint Laurent in Argentina. Despite the strict barriers on imports in Argentina, the brand, according to González, has met launch goals and has continued to develop in the region, offering a model for continued international expansion.

Avon Names New LA Leadership

In October 2012, Mariela Martínez was named Avon’s marketing planning head for the Southern Cone, which is comprised of Argentina, Chile, Bolivia, Uruguay and Paraguay. She has worked for the company since 2003, and replaces Claudia Germino, who will now be working as executive director of sales for the region.

Also, Andrés René Ordóñez was named Avon’s new general manager for Southern markets (Argentina, Chile, Bolivia, Uruguay and Paraguay). He was previously general manager of Avon China.

P&G Focuses on Productivity

Jorge Uribe, P&G’s president of Latin America, will became the company’s first global productivity and organization transformation officer, a position the company created as it works on improving its structure and cutting costs. Uribe, who took up the new role Dec. 1, 2012, will report directly to chairman and CEO Bob McDonald, and will also be part of a new productivity council of senior managers.

Tarek Farahat, formerly president of P&G Brazil, will step in as president of Latin America. P&G Brazil will now be led by Alberto Carvalho, former vice president for Gillette Global and manager of P&G for Argentina, Uruguay and Paraguay.

Mexico Sets Labeling Standard

In an effort to avoid misleading advertising of cosmetics and personal care products, the Mexican Federal Commission for Protection against Sanitary Risks (Cofepris) published an official standard for labeling.

Carlos Berzunza, president of the Chamber and Association of Home and Personal Care Industry (CANIPEC), said these changes were implemented to ensure honest labeling of cosmetics but, above all, to protect the health of the population and discourage the proliferation of “miracle” products with druglike claims. “It is expressly defined that cosmetics cannot be assigned the actions of a drug,” he said.