Argentine men’s deodorant and fragrance brand Dufour is returning in the hands of the owners of a classic home cleaning product.
Argentine men’s deodorant and fragrance brand Dufour is returning in the hands of the owners of a classic home cleaning product.
The brand is being relaunched by local firm Villard & Louis, makers of the Cera Suiza floor polish. The company, which was founded in the 1940s and is now led by Olivier Villard, was suffering reduced sales of its flagship product due to the growing tendency for more simple home cleaning regimes.
V & L has chosen Dufour to make the leap into the cosmetics market, creating a new division that the firm that it hopes will account for 20% – 25% of its sales within a year.
The company will sell its new products, which has the support of Swiss firm Firmenich, in pharmacies, perfume stores and supermarkets. It’s starting out with men’s fragrances but has not ruled out expanding into the women’s market, and launching other brands.
Dufour was created by Argentine Miguel Grincajger, and passed through the hands of Gillette, Coty, Argentine firm Padoc, and later Nerova.
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