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Exclusive Interview: Ted Lapidus Brand in Latin America

Jean-Marc Daviaud, regional director for Parfums Jacques Bogart in Latin America, has been paving the way for the Ted Lapidus brand in Latin America for the last 23 years.

By: Cristina Kroll
Posted: August 15, 2011

Of Mexican and French descent, Jean-Marc Daviaud says he feels at home in Buenos Aires, Argentina, where he met with GCI. And this comfort level is not surprising since the regional director for Parfums Jacques Bogart has been paving the way for the Ted Lapidus brand in Latin America for the past 23 years, a brand and regional focus that's notable in today’s dynamic beauty industry.

Daviaud was in Argentina to mark the September launch of Black Soul Imperial, a men's fragrance. “It has an oriental and woody scent," he said, and it's the company's first inclusion of a saffron note in a scent.

Leveraging his wide ranging expertise, he has become well acquainted with the ups and downs of the region. He knows the pulse of Latin America’s beauty market, and led the brand through down periods as well as in economic booms. “Latin America is like a roller coaster,” he said.

That roller coaster is not always easy to explain to executives at the company's French headquarters, who are used to seeing consistent and growing results. This is why Daviaud chose to build a long-term relationship with a local distributor—in this case, Diffupar, which has been Ted Lapidus’ distributor in Argentina for more than 30 years.

“It is crucial to [work with] solid companies like Diffupar, who know the intricacies of the local market and have been able to overcome the different crises and obstacles,” said Daviaud.